A brand for all West Australians
Walking On A Dream is designed to elevate the profile of Western Australia as a unique destination within a highly competitive global marketplace. The brand’s creative concept directly addresses visitors' key travel desires and positions WA as a wondrous, otherworldly, dreamlike and aspirational destination to visit.
Launched in September 2022, Walking On A Dream is directly inspired by our unique tourism brand narrative ‘Our Story: The Spirit of Adventure’. Created in consultation with industry, Our Story: The Spirit of Adventure is a narrative framework that outlines what makes Western Australia so special.
It does this through five key pillars designed to provoke the spirit of adventure in every traveller and outline what Western Australia is, at its core: Ancient Tracks, New Journeys™; barefoot luxury; otherworldly phenomena; majestic landscapes and big skies; and full of characters.
The aim of Our Story was to identify a storytelling roadmap to give Western Australia a competitive advantage and inspire future marketing campaigns, events, destination development, partnerships and policy.
Walking On A Dream uses the same founding principles of Our Story to underpin a new creative approach for a bold new brand for Western Australia, to make our state shine as a world-leading destination of choice in a competitive global marketplace.