HRMWEB
At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…
read moreA new global tourism campaign - ‘Drive the Dream’ - featuring Western Australian and Formula 1 driver Daniel Ricciardo will showcase the State as the ultimate destination for road trips.
The ‘Drive the Dream’ campaign invites travellers to explore Western Australia as the ultimate destination for a self-drive holiday, and follows Ricciardo and his best mate Blake on their roadtrip from Perth to Exmouth along the Coral Coast Highway.
The 9-minute hero film sees the pair enjoy a number of iconic Western Australian tourism experiences, including swimming with whale sharks, catching and cooking fish as part of an Aboriginal cultural experience and camping out at Bullara Station.
The WA Government, through Tourism Western Australia, partnered with creative and production agency Rhythm and media agency Initiative Perth to launch the global ‘Drive the Dream’ platform.
The campaign will be rolled out over the next 12 months across Australia and the State's key international markets, including Europe, the UK, South East Asia and Japan, aiming to attract visitors to WA and inspire them to take their own road trip.
Managing director at Tourism WA, Carolyn Turnbull shared “an overarching objective of Tourism WA’s brand platform is to provoke the spirit of adventure in every traveller – and there’s no better way to do that than through the lens of Daniel Ricciardo and the ‘Drive the Dream’ campaign as he takes in the state’s wondrous landscapes on his way from Perth (Boorloo) to Exmouth (Warnangoora).
“This new campaign will ultimately entice visitors from all over the world to come to Western Australia and enjoy a road trip like they’ve never experienced, and provide a boost to the state’s economy.”
Adam Rule, founder and director at Rhythm, said it was fantastic working with Ricciardo on the hero film and added “The short film is designed to capture the stripped-back authenticity of two mates enjoying the freedom of a Western Australian road trip for the first time. It was a privilege to lead such a devoted and talented group of West Australian creatives, producers, managers, crew, and Australian musicians.”
Drive the Dream will also include partnerships with Qantas, Trip.com and Expedia, to encourage travel bookings to Western Australia.
The campaign is a follow up to last year's launch of WA's global tourism brand Walking on a Dream, and was supported by an all-Western Australian crew to bring it to life.
Find out more about 'Drive the Dream'
9th September 2022 - Tourism WA launches new global tourism brand
20th July 2022 - Tourism WA and Hockey WA support Hockey Australia U21 Championships
20th May 2022 - Tourism WA partners with United Kingdom’s tourism operators to Australia
12th October 2021 - Tourism WA appoints former Perth Airport executive as its new Managing Director
1st October 2021 - Tourism WA secures five high-profile hockey events
1st July 2021 - Tourism WA announces new Board chairperson and members
17th May 2021 - Changes in Western Australian Government sector sees return of Rebecca Brown as Tourism WA Chief Executive
30th June 2020 - Tourism WA extends deadline for Business Survival Grant applications
5th February 2020 - Tourism WA supports industry impacted by coronavirus
23rd December 2019 - New Tourism WA campaign set to entice German and Swiss travellers for outdoor adventure
6th September 2018 - Former world surfing chief executive named Tourism WA Managing Director
2nd July 2018 - Tourism WA looks to promote visitation to Broome and Perth Hills
Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?
As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.
The Complete Guide to Leisure Industry Products & Services.
At easyemployer we've come up with a software solution that manages one of your most important, and often most costly, business resources - your staff. We are helping 100s of clients to…
read moreThe Jump Pad is a safe, flat inflatable made in a variety of sizes which can be used indoor or outdoor. From 3mx3m up to a whopping 9mx21m. Markets include Indoor and outdoor playgrounds, schools,…
read moreExerp is a global IT specialist in member management software for the fitness and leisure industry. By focusing on the needs of large enterprises, where streamlining, control and scalability are…
read moreBH Fitness, part of the long-standing and iconic bike manufacturer BH Group, is a global leader in fitness equipment for both Commercial and Home markets. The company, with the headquarters based in…
read morePolin was founded in Istanbul in 1976, and has since grown into a leading company in the waterparks industry. Today Polin is one of the world leaders in the design, production, and installation of…
read moreICP is an Australian-based company focused on indoor climbing. ICP will manage your project from initial design to completion and beyond, whether you're building an international-level climbing…
read moreHeadquartered in Brisbane with an Australia-wide network of satellite offices, PaySmart is one of Australia’s largest and longest-standing direct debit billing companies. In 1996 we began…
read moreThe P.A. People is a specialist integrator and contractor in sound reinforcement, audio visual systems, performance lighting and production communications. Over its almost 50 year history the company…
read moreGet your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!