Daniel Ricciardo returns for second iteration of ‘Drive the Dream’ with Tourism WA and Rhythm

The WA Government, through Tourism WA, has once again teamed up with Rhythm and media agency Initiative to deliver the second iteration of ‘Drive the Dream’, a tourism campaign featuring West Australian-born Formula 1 driver Daniel Ricciardo, that launches in Australia and Singapore ahead of the Formula 1 Grand Prix this weekend.

‘Drive the Dream’ invites travellers to leave the everyday behind, hit the open road and connect with the unspoilt beauty of Western Australia through the diverse road trip itineraries that make the state the ultimate self-drive holiday destination.

An epic journey of reconnection and adventure, the campaign’s cinematic short film captures Ricciardo and his best mate Blake on a road trip from Perth/Boorloo through the Margaret River Region and beyond, along the South West Nature and Wine Drive.

The campaign has launched domestically across Australia and in Singapore to coincide with and leverage the Singapore F1 Grand Prix this weekend.

The short film has been translated into eight different languages and will continue to rollout in WA’s key international markets over the next 12 months.

Tourism Western Australia Acting Managing Director Steph Underwood said: “The State Tourism Organisation was pleased to again partner with Ricciardo as a homegrown hero and racing star, to share his journey of adventure, indulgence and reconnection in Western Australia with his best mate.”

“Daniel’s global reach, profile and pride for his home state will connect with our target market, the High Yield Traveller.”

“Tourism WA aims to ignite a sense of adventure in every traveller, and this second ‘Drive the Dream’ campaign is the perfect way to do just that and build on the foundation of WA’s global brand ‘Walking On A Dream’.

“The continuation of this campaign will put West Australian road trips firmly on the ‘must do’ list and solidify our position as one of the world’s most unique, memorable, and sought-after travel destinations.”

The launch includes a global partnership with Skyscanner, Qantas Hotels and Holidays within interstate markets and C-Trip in China to encourage travel bookings to Western Australia.

This is the second instalment of the highly successful 2023 Drive the Dream global campaign, which saw Ricciardo and Blake travel along the Coral Coast Highway from Perth to Exmouth/Warnangoora.

‘Drive the Dream’ is an experience-led campaign that forms part of the state’s highly acclaimed global destination brand ‘Walking On A Dream’.

Since the launch of Walking On A Dream in September 2022, the brand has delivered an additional 255,000 visitors, with an estimated economic impact of $424 million.

Find out more about ‘Drive the Dream’ here.

Credits
Tourism WA
A/Managing Director Steph Underwood
Executive Director Marketing, Melissa Forbes
Director Brand and Creative, Angela Raso
Brand and Creative Manager, Luke Lenzarini
Brand and Creative Officer, Josh Colum
Producer/Editor, Evan Scott
Production Company, Rhythm Films
Project Manager, Jodie Hameister
Art Director, Stef Langton
Copywriter, Gordon Haynes
Director/Editor, Adam Rule
Executive Producer, Candice Shields
DOP, Justin Griffiths
1st AD, Kiran Wilson
Photographer, Jarrad Seng
1st AC, Dan Stone
2nd AC, Brianna Trinidad
Gaffer, Michael Sgro
Grip, Tim Whitlock
Unit Manager/Driver, Andrew Shields
Production Coordinator, Adam Keogh
Underwater DOP, Tom Jennings
Drone Operator, Stefan Kraus
Sound Recordist, Brett Stayt
Groomer, Kate Farmer
Wardrobe, Clare Ryan
Gear, Raz Rentals
Music Composition, Andrew Wright
Sound Design, Justin Braine
Colour, Angela Cerasi
Media Agency, Initiative
Client Advice & Comms Design Director, Molly Trumble
Investment Manager, Yamila Cano
Investment Executive, Danielle Miaris
Investment Associate, Naomi Cauchi
Associate Performance Director, Agostina Scagliotti
Snr Manager, Addressable Activation, Julian Speller
Talent
Hero Talent: Daniel Ricciardo
Hero Talent: Blake Mills
Talent Management: Blake Friend
Featured Operators: Kym Gibson from Adventure Connections, Gene Hardy from Cape to Cape Explorer Tours, Simon Tien and Eve Fleming from Margaret River Surfing Academy, Josh Whiteland from Koomal Dreaming, Injidup Spa Retreat, Heyscape Tiny Cabins, Ampersand Estates, Amelia Park
West Australian musicians: South Summit, Jae Laffer, Jocelyn’s Baby, Riley Pearce, Andrew Wright
Special thanks to Ford Australia