Tourism Western Australia (Tourism WA) has launched a new campaign, Walking On A Dream, in Singapore, where the city-state has emerged the top source market for international visitors into the state.
Aimed at aspirational travellers, the campaign brings to life the wonders of Western Australia and references its rich Aboriginal culture. The A$15 million (US$9.9 million) campaign will feature across various media including print, OOH, digital and social platforms.
As one of Western Australia’s closest neighbours, Tourism WA managing director Carolyn Turnbull said Singapore is an extremely important market and hopes “to entice more Singapore residents to visit us for the first time or come back to explore new destinations within the state”.
Tapping into Singaporeans’ love of Western Australian food and wines, the campaign was launched at Michelin-starred restaurant Burnt Ends, helmed by Perth-born chef Dave Pynt, where industry partners and media were treated to a taste of Western Australian produce and local wines.
Tourism WA acting executive director marketing, Melissa Forbes, commented that the new brand campaign is unique and memorable, much like Western Australia.
She said: “We have a whole host of activity going live in Singapore, including high impact Walking On A Dream assets in premium shopping and entertainment areas such as Raffles City and ION Orchard, as well as targeted social media marketing.”
Tourism WA Singapore and Malaysia country manager, Ava Ang, shared that Western Australia offers a wealth of extraordinary experiences – from wine discoveries, Aboriginal immersions, high-end dining and shopping, to swimming with whale sharks and more.
“Pre-Covid, 87 per cent of Singapore leisure visitors to Wester Australia were on a return visit to Australia. We hope this new campaign showcasing Western Australia’s magical landscapes will inspire Singapore residents to travel beyond Perth and discover new experiences.”