Tourism Western Australia (TWA) has launched its Drive The Dream road trips campaign, which aims to inspire more Singapore residents to hit the open road and discover the freedom and fun of a road trip in Australia’s largest and most diverse state.
The campaign highlights the rich history, hidden gems and spectacular coastline of Western Australia and its many offerings – from wine regions to coastal adventures, and art trails to ancient Aboriginal experiences.
Drive The Dream also features an eight-minute short film of Perth-born Formula 1 legend Daniel Ricciardo and his best friend Blake, who share their road trip adventure along the iconic Coral Coast Highway from Perth (Boorloo) to Exmouth.
Ricciardo shared: “You have this crazy vast, open outback that’s dry and a little rough, but then a hundred metres later you come across these pristine beaches that are unlike anything else. You’ve then got towering forests and world-class wineries in the south of the state – everything you see just seems unique and untouched, I love it.”
TWA managing director Carolyn Turnbull said the new campaign creative echoes elements of Western Australia’s global brand Walking On A Dream, in that it neatly encapsulates all of the state’s awe-inspiring attributes.
“An overarching objective of TWA’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,” she said.
“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 ever experienced, and provide a boost to the state’s economy.”
Ava Ang, country manager, TWA Singapore/Malaysia, noted that Singapore is a key source market for road trip vacations because it is something locals are not able to do at home.
“Singaporeans are increasingly craving the opportunity to get off the beaten track and reconnect with nature. Just over four hours away and on the same time zone, Western Australia is the perfect backdrop for an incredible road trip that will allow you to connect with yourself, your loved ones and with the destination.”
The new Road Trips Guide will provide all the best itineraries, maps and recommendations for a seamless and easy road trip. TWA will also be working with several global partners including Trip.com to launch road trip cooperative campaigns in next few months.
Some highlights of itineraries include the Coral Coast Highway road trip – connecting two UNESCO World Heritage-listed regions: Ningaloo Marine Park and Shark Bay – where adventurers can explore ocean wonders, otherworldly landscapes, and World Heritage-listed treasures; the 4WD adventure, Gibb River Road, where travellers hit the open road in a true outback adventure through the heart of the Kimberley; a journey of adventure and indulgence with the South West Wine & Nature Drive to enjoy premium wines and local produce; and an epic coastal adventure on the South West Edge route featuring a blend of nature, wildlife, coastlines, and culture.