Just Another Day in WA highlights State's extraordinary experiences
Expected to generate millions in visitor spend
Features TV, print and digital advertising across WA's key visitor markets
Western Australia's new tourism marketing campaign, launched today by Premier and Tourism Minister Colin Barnett, is expected to generate millions of dollars for the State's economy.
The campaign, Just Another Day in WA, was developed by Tourism Western Australia and advertising agency Cummins&Partners to show people around the world the extraordinary experiences that can be found in Western Australia.
The Premier said the premise behind the campaign was to highlight the things that West Australians took for granted but visitors found memorable and extraordinary.
"West Australians tend to be blasé about the beauty and uniqueness of our magnificent State, so what is seen as extraordinary for a visitor is just another day in WA for us," Mr Barnett said.
Extensive research carried out during the campaign's development revealed that few people outside of WA were aware of the transformation of Perth and its surrounds, or appreciated how Western Australia was different from other places in the country.
The Premier said to address these knowledge gaps, the Just Another Day in WA campaign would feature Perth content and highlight what was unique about regional WA.
"Our recent tourism marketing campaigns have focused almost exclusively on regional WA but greater Perth has gone through some dramatic changes and has a lot to offer as a destination in its own right," he said.
"As Perth continues to evolve, so will the campaign and we will be able to share more Perth stories with the world."
The Premier said the groundbreaking campaign marked a fundamental shift in the way Tourism WA promoted the State as a holiday destination.
"Under the Just Another Day banner, Tourism WA and the tourism industry will create and distribute appealing content that will inspire people to travel to our State," he said.
"It will be distributed across the globe through our co-operative advertising campaigns, airlines, travel agents and tour operators.
"We are calling on all West Australians to contribute to the campaign by sharing their own extraordinary WA moments using the hashtag #justanotherdayinWA."
In 2016, more than 17 films presenting personal experiences in WA will be created along with other supporting materials including photography and a microsite. Many more films will be produced over the life of the campaign.
Regional Development Minister Terry Redman said the campaign would further enhance regional WA's position as a desirable tourism destination.
The campaign is partly funded by Royalties for Regions under the Regional Tourism Marketing Program, which forms an important part of the State Government's strategy to grow the value of tourism to $12 billion by 2020.
"Tourism is a major contributor to the State's economy. In 2015, visitors spent $9 billion in the State, including $4 billion in regional areas," Mr Redman said.
"The Just Another Day in WA marketing campaign will bring significant social and economic benefits throughout Western Australia."
Fact File
Phase 1 of Just Another Day in WA includes eight films covering Perth, the South-West and the Golden Outback for use on television and online, digital and print advertising, as well as a dedicated microsite which will house user generated content, travel articles and travel deals to WA
A further nine films, covering Perth, Coral Coast and the North-West will be produced later this year
The campaign is expected to have a lifespan of three to four years
Details about future phases will be revealed closer to release dates
For more details about the campaign, visit http://www.tourism.wa.gov.au
View the campaign website at http://www.justanotherdayinwa.com
Premier and Tourism Minister's office - 6552 5000
Regional Development Minister's office - 6552 6700
