Tourism Western Australia unveils two new TV + cinema spots in its ‘Experience Extraordinary’ campaign via Host Sydney and The Glue Society

To stand out from the conventional advertising approach to travel marketing, Tourism Western Australia has commissioned creative agency Host to create two new tourism films that will be appearing on TV and in cinemas across the country from today.

To write and direct the films, Host appointed the award-winning creative collective The Glue Society. On various trips around the amazing landscapes, the directors were inspired by the extraordinary power of the landscape to help you reconnect with those close to you.

WATCH THE FIRST SPOT

WATCH THE SECOND SPOT

The films set out to celebrate the positive, human effect that visiting the State’s extraordinary landscapes can have on two different couples.

The South West film sees a young couple on a journey through the diverse region – taking in the rugged coastlines, wild beaches, vineyards, forests, caves and the spectacular ranges.

The North West film sees an older couples journey through the Kimberley region – from the raw, dusty beauty of the Bungle Bungle range to the vibrant coloured coastline at Broome along the Gibb River Road.

To accompany the films international renowned musicians Jonsi and Alex composed an original soundtrack for the stories, entitled ‘Open Your Eyes’. In this stunning composition and performance, the musicians have captured both the cinematic drama of the landscape and the intimacy of the couples.

As a result of music and image, the impact of the films is both hauntingly beautiful and emotionally inspiring.

Says Suzie Shaw, CEO, Host: “Persuading consumers to travel to a destination that is perceived to be both costly and a great distance away, requires strong, emotional advertising, and testing results indicate that the films are unique, compelling and will inspire travel to WA.”

Agency: Host

Music: Jonsi and Alex