Brand WA was a co-operative marketing strategy aimed at differentiating the destination of Western Australia in the global market place. Using a visual identity system Brand WA captured the unique spirit and character of Western Australia, encompassing the enormous regional diversity in a vibrant and contemporary style.
Licensed users of Brand WA are still able to use this branding system, however, Tourism WA invites all tourism product in Western Australia to now adopt the State’s new tourism positioning of ‘Experience Extraordinary Western Australia’.
Western Australia’s ‘extraordinary’ tourism positioning and campaigns are all about uniqueness and how the State stands out from other destinations. It celebrates every opportunity to experience the extraordinary and also acknowledges that, like all richly rewarding things in life, it’s worth going the extra mile to experience it.
‘Experience Extraordinary’ communicates one undeniable truth.
To experience an extraordinary holiday, you have to come to an extraordinary place – Western Australia.
Here, you can swim with the world’s largest fish – the whale shark; walk on the whitest sand in Australia at Lucky Bay; bask in the sunniest capital in Australia – Perth; or view rock art from one of the world’s oldest living cultures.
Every part of our incredible State can lay claim to its own type of extraordinary. And the new brand celebrates every opportunity to experience all it has to offer.
Following the launch of ‘Experience Extraordinary’ in February 2010, all promotion and communications in intrastate, interstate and internationally markets will now carry the ‘Experience Extraordinary’ message.
We invite the tourism industry to promote the extraordinary elements of their product or area by using the free industry toolkit to leverage the power of ‘Experience Extraordinary Western Australia’ for their business.
For more information about Experience Extraordinary, click here.
The Brand WA website has now been decomissioned. For all enquries about Brand WA assests please contact campaign services.