'Drive the Dream' invites travellers to experience the diverse road trip itineraries that make Western Australia the ultimate destination for a self-drive holiday.
The campaign is led by West Australian Formula 1 driver Daniel Ricciardo, who showcases the state's dreamlike landscapes and wondrous experiences through a road trip from Perth (Boorloo) to Exmouth (Warnangoora) along the Coral Coast Highway with his best mate Blake.
'Drive the Dream' is designed to turn awareness into action and move a Western Australian road trip to the 'must do' list by showing that WA is the best destination for a road trip adventure — and now is the time to do it.
The campaign is supported by the WA Government and delivered by Tourism WA.
How Industry can use 'Drive the Dream'
An industry toolkit has been developed to support the WA tourism sector to leverage the new Drive the Dream campaign. This toolkit includes guidance on how to leverage the campaign in marketing materials and how to incorporate messaging into operators' own activities.
The campaign launched on 28 September 2023 and will be rolled out domestically and in the state's key international tourism markets in the 12 months following the launch.
Watch as Daniel Ricciardo and his best mate, Blake, embark on a Western Australian road trip adventure and read more about 'Drive the Dream' at westernaustralia.com/roadtrips.
Drive the Dream Industry Toolkit
Find out more about and how to leverage the campaign in your marketing and communications by downloading our Drive the Dream Industry Toolkit and Style Guide:
Drive the Dream Industry Toolkit (PDF 1MB)
Drive the Dream Style Guide
Please refer to the Western Australia Brand Style Guide for guidance on master brand elements such as colour palette, logos, typography, locator marks and photography.