Western Australia targets UK with new tourism brand promotion

A new global ‘Walking On A Dream’ brand by Tourism Western Australia is being highlighted with a 3D billboard in London’s Piccadilly Circus.

The UK advertising initiative is supported by the Western Australian government, as part of a A$15 million (£8.6 million) launch of the  tourism promotion.

Two Emirates flights to Perth are being given away via a promotion taking place across London today (Monday).

The carrier reintroduced flagship Airbus A380 aircraft to Perth in December in response to strong demand.

Tourism Western Australia managing director Carolyn Turnbull said: “The UK is an important visitor market for Western Australia and the Piccadilly Lights placement elevates the state as a world-class destination in a crowded travel marketplace.

“This high-impact 3D animation presents a dreamlike, virtual experience of Western Australia on one of the most iconic billboards in the world, giving UK audiences a taste of the wondrous and otherworldly experiences and wildlife that Western Australia has to offer.”

She added: “The UK has always been one of Western Australia’s largest international markets. Prior to the pandemic, the UK travel market was the state’s largest by number of visitors. 

“In 2022, we saw visitors from the UK continue to return, with three consecutive months of growth. 

“It is currently Western Australia’s largest market for international visitors and in November 2022, UK visitor numbers to were hitting 95% of pre-pandemic levels.”

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