Tourism WA launches new brand campaign ‘Walking On A Dream’ via The Brand Agency
The Brand Agency has released a new campaign that promotes Western Australia to the world for Tourism WA. “Walking On A Dream” invites travellers to visit Western Australia to explore the awe-inspiring attributes that make Western Australia a wondrous, otherworldly, and dream-like place.
The Walking On A Dream brand will underpin Tourism WA’s marketing activities and campaigns into the future and was developed with the support of the WA Government’s $195 million Reconnect WA funding package. Media was handled by Initiative and the campaign is backed by WA based band Empire of the Sun’s hit “Walking on a Dream” and was directed by Clockwork Films’ Hans Emanuel Edwards.
Western Australia’s Deputy Premier and Minister for Tourism, the Hon. Roger Cook, said the ‘Walking On A Dream’ campaign has been developed in close consultation with WA’s Aboriginal tourism community.
“Walking On A Dream is inspired by WA’s unique Aboriginal culture in an artistic, authentic way, in line with the State Government’s Jina Plan objective to make WA the nation’s premier Aboriginal tourism destination. The past few years have been unlike anything the tourism sector, and the world, have ever experienced before – every country, every State is trying to rebuild and refresh their tourist industry, amid the toughest and most competitive tourism market the world has ever seen. This new campaign will ensure that WA stands out as one of the world’s most unique, memorable and most desirable places to visit, now and well into the future.”
Tourism WA Managing Director Carolyn Turnbull said the new Walking On A Dream creative would elevate the profile of Western Australia as a unique destination within a highly competitive global marketplace.
“Walking On A Dream was built upon the four destination-defining pillars of Time, Space, Connection and Freedom – themes we know are incredibly important to travellers,” said Turnbull. “Tourism WA’s new brand platform is underpinned by our overarching master brand objective, which is to provoke the spirit of adventure in every traveller.
“This brand platform explores our unique State in the form of a dream – it is a metaphor for the natural, deep connection to the landscapes, wildlife, coastline, people and culture, that is felt by those who come here. This new brand will ultimately help turbocharge visitor numbers to WA and provide a significant financial boost to the State’s economy.”
The Brand Agency Executive Creative Director Dean Hunt said: “The extreme competitiveness of the global tourism market, post global lockdown, inspired us to create something unique to Western Australia. Our Walking on a Dream creative is a modern representation of an animistic dream and a true showcase of otherworldly Western Australia, and Western Australian talent.”
Empire of the Sun’s Luke Steele, who has worked with band member Nick Littlemore to re-record their hit single ‘Walking On A Dream’ exclusively for the new brand launch. The re-recorded track features in the new television and digital advertising that will showcase Western Australia’s re-imagined international identity to entice even more travellers to visit ‘WA the Dream State’ – which has also become the State’s new social media hashtag.
“Working with Nick and Luke to create a bespoke version of their famous song was a unique and special experience,” said Hunt. “The melody, the lyrics and Luke’s ethereal voice capture perfectly what it feels like to explore Western Australia.”
Initiative Head of Client Services Steve Hare said the new brand leveraged the success of the previous interim Tourism WA campaign, Wander out Yonder.
“The new brand’s media continues to celebrate the Aboriginal-inspired creative to its maximum and live the strategy of ‘fewer, bigger, bolder.’ Using culturally impactful locations, investing in partnerships and supported by cross-platform activity and previous learnings, means the campaign and its effectiveness will have a significant impact on awareness of all Western Australia has to offer. We are proud to be part of that journey.”
The domestic launch of Tourism WA’s new brand will include television, online video, large format out-of-home, paid social, digital, press, and trade partner activity, all used at different parts of the conversion funnel.
Tourism WA
Managing Director: Carolyn Turnbull
A/Executive Director Marketing: Melissa Forbes
Director Brand and Marketing: Angela Raso
Brand and Marketing Manager: Luke Lenzarini
Agency: The Brand Agency
Executive Creative Director: Dean Hunt
Senior Art Director: Niall Stephen
Senior Copywriter: Dan Debuf
Head of Design: Dan Agostino
Designers: Mindy Lee, Janice Law
Strategy Director: Emily Colman
Business Director: Brendon Lewis
Account Director: Ruby Broun
Senior Account Manager: Christina Tilenni
Agency Producer: Rylie Bannan
Production Companies: Clockwork Films & King Street
Director: Hans Emanual Edwards
Executive Producer: Heath George (Clockwork)
Executive Producer: Katie Trew (King Street)
Producer/Locations: Claire Burton
Locations Consultant: Mike Montague
1st AD: Brad Holyoake
Production Manager: Caeley Wesson
Production Assistants: Rachel Hawkins & Alexandra Nell, Kate Separavich
DoP: Liam Gilmore
First AC: Austin Haigh
2nd AC: Brianna Trinidad
Trinity/Stedicam: Damien King
Underwater Cinematographer: Rick Rifici
Drone Pilot: Stefan Kraus
Drone Camera Operator: Russel Morris
Gaffer: Grant Wilson
Best Boy: Alfie Rashid
Grip: Greg McKie
Wardrobe: Helen Fitzgerald & Marcia Ball
H&MU: Kate Farmer and Nadia Duca
Choreographer: Amrita Hepi
Talent: Rika Hamaguchi & Ian Wilkes
Stills Photographer: Mauro Palmieri, Ian Regnard
Retoucher: Adam Hayes, Nicola Commons
Post Production: UPP
VFX Supervisor: Mario Dubec
GFX animation: Tracey Kim
Offline Editor: Giacomo Prestinari
Music: Empire of the Sun
Music Supervisor: Helena Czajka
Sound Engineering: Universal Music
Audio Post: Massive Music
Media Agency: Initiative
Head of Client Services, Steve Hare
Associate Director: Molly Trumble
Investment Executive: Emily Whyte
Performance Manager: Agostina Scagliotti
Addressable Manager: Julian Speller
Strategy Director: Jessy Van Der Geest
25 Comments
They want their Australia movie trailer back.
Just going to leave this here: https://www.bestadsontv.com/ad/130139/Karrinyup-Shopping-Centre-WA-on-Stage
Cringe 11/10
Nice music but this almost exact campaign was one of the biggest campaign of last year over in Perth. How did the client and agency not notice?
https://wa.campaignbrief.com/block-branding-launches-new-karrinyup-campaign-putting-wa-talent-on-centre-stage/
Makes the spot feel really dated. But hey, it is WA.
PR claims “inspired by WA’s unique Aboriginal culture in an artistic, authentic way”…. Should have probably gone with “inspired by every tourism cliche, badly executed with a song from 2008”
Please stop trying to make WA feel arty or spiritual or cultured in anyway. WA is fun, blue, casual, carefree. WA is not up itself, boring an pretentious. This ad has got nothing to do with WA.
Pretty sure Empire of the Sun are from WA?
I remember seeing the dreamlike vibe and whales flying in the sky presented to Tourism WA working at Cummins back in the day. Good to see the creative finally get made… albeit by an entirely different agency.
What a joke.
What a wasted opportunity. Again Tourism WA have missed the mark. The focus seemed to be about two indigenous artists dancing rather than focusing on all the great things WA have to offer ie. South West, beaches, Kings Park and many other attractions. Although some were shown it was distracted by two dancers. Don’t get it … waste of $15m and looked suspiciously like the recent Karrinyup campaign.
Not from WA. Not associated with this as well. But after taking selfies with Quokkas for a full day with the misso, we finally went to a bar in Freo. I met Kevin Parker and several touring members of Tame Impala, plus a bunch of other really, super-talented artists. Then we went for kick-ons at another bar, then someone’s house, then – I can’t even remember. And I was just a random tourist from NSW. The music scene there is nuts, and has been for a long time. Don’t know where you are from, and maybe I was just lucky that night, but it shat all over any experience I’ve had in Sydney, Melbourne, Brisvegas or Adelaide.
For me that’s culture. Agree, it’s not up itself. But it definitely has more culture going for it than a lot of other places.
Tourism advertising needs a cattle prod to get away from the cliches. This is ‘nice’. That’s the problem.
This dancing does not inspire me to visit it wa it shows me nothing of the state and what we have to offer the traveller the dancing preempts any thing else
high level cringe has been achieved
Walking on a turd?
Since when do whales fly
and thinks it’s an idea
Sack everyone
The blind leading the blind.
This commercial does not show WA at its best, tourists would not be able to name the locations that the so call clever dancers are trying to portray.
I would not visit a place that does not show the best of its well known locations.
The soundtrack music is great but again only represented by half of the artists performing.
Looked for a positive comment on these ads, couldn’t find one! This should tell you something. What a waste of my taxpayers money..
This campaign is so embarrassing, we don’t need a couple of people floating around like idiots, just show the many attractions our state has to offer!
What a waste of money. What’s the message? That whale sharks fly?????
I very much like it and the dream theme is perfect for WA….
the cranky critics above are wrong and this is a good message.
Dreams in all ways are important and the song is perfect.
The lyrics, music, and images are meaningful and work on many levels.
Well done!
Perfect!
Focus on Perth, the gateway, first. Its such a long way away so get that sorted and then, as a secondary thing, work out the drivers to get people to the regions.
PERTH – Lonely Lovely Lively
LONELY – makes a virtue of distance and isolation. It will also touch the loneliness that every person in the world who comes into contact with the slogan feels within themselves and thereby grab their attention
LOVELY – a segue to showcasing the physical beauty of Perth
LIVELY – a segue to featuring the nightlife of the city, major events and the creativity – unique to the world – that Perth’s isolation incubates
LATELY – thinking that “PERTH – Lonely Lovely Lively Lately” is also a possibility, this would engender a sense of immediacy and a feeling that reader has already missed out on what’s happening, so delay no longer