Launch of Brand WA scheme to add power to marketing campaigns

6/11/96

Premier Richard Court says the time has come for Western Australia to take a positive, aggressive approach to marketing its attributes both nationally and internationally.

The Premier was speaking at the launch of 'Brand Western Australia' - a program aimed at adding consistency and power to the State's marketing campaigns through the development of a strong brand image for the State.

He said that Brand WA was a system of graphic representations of the spirit of the State which could be used by Government and industry to help market WA goods and services.

"The most successful tourism and business destinations world-wide are those which have a strong identity," the Premier said.

"In the years to come, people will come to associate these elegant and contemporary images with WA."

A focal point of the campaign will be a design created by well-known Australian designer Ken Cato which was based around a vast canopy of blue sky and the wide horizon. The design also included the warm yellow sunshine which was a major part of the State's image.

From January next year the 'image' will also be incorporated into WA's motor vehicle number plates.

"We have a tremendously diverse State, but I think we can all acknowledge that the two main elements of the design - sun and the sky - bind us all together," Mr Court said.

"Through research conducted by the WA Tourism Commission, it became obvious that WA needed to promote an image based on its personality. This personality was summed up by the words fresh, natural, free and spirited.

"In this age of visual communication, the challenge was to create a series of images which encapsulated these feelings for the State.

"It was a very difficult task because of our State's great geographic diversity and our great number of attractions.

"I believe Ken Cato has done an excellent job in conveying these attributes visually."

Mr Court said Elle Macpherson perfectly complemented the new 'brand' for WA - fresh, natural, free and spirited - and had the necessary international appeal and recognition to promote Brand WA.

Ms Macpherson will appear in tourism advertising campaigns, promoting WA in the domestic and international markets.

Well-known Western Australian Ernie Dingo will also play a role in promoting the Brand WA program.

Mr Court said the strategy - including the logo - had been designed so that a broad range of components could be added to deal with specific aspects of WA. Regions could have their own visual identity within the system, while still being true to the overall brand of the State.

"This is all about enhancing WA's image in the national and international marketplace," he said.

"Brand WA will not just benefit the tourism industry - the development of a consistent message will benefit the promotion of the State across a wide range of industries and activities from trade to culture and sport."

Mr Court said that Brand WA was an initiative of the WA Tourism Commission, which had been developed by the 'Partnership WA' committee he convened in February this year, comprising leading representatives from business, Government, the arts and tourism.

Business, Government and community organisations would be invited to apply the brand image to their particular purpose.

"I invite business enterprises and organisations, big and small, to show their pride in being Western Australian by using the Brand WA mark," the Premier said.

Media contact: Casey Cahill 222 9455