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Luxury

26 Jul 2016

BY April Hutchinson

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New campaign aims to sell Western Australia to the world

The state will be pushing out its new message in the UK with plans for a national roadshow and marketing initiatives, writes Charlotte Hulme.

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Australia's newest hot spot? It's all happening in WA, says tourism office as it launches campaign

The tourism office will travel to visit agents in London (September 26), Manchester (September 27), Leeds (September 28) and Glasgow (September 29), and for those who can’t attend the events, it has also created a Virtual Training Webinar, available on September 28.

Tourism Western Australia chief executive officer Stephanie Buckland said the "Just Another Day" campaign was developed with advertising agency Cummins & Partners to show people around the world “the extraordinary experiences that can be found in Western Australia”.

“The premise behind the campaign is to highlight all these experiences that West Australians take for granted but visitors find memorable and extraordinary,” she said.

The campaign will also give Tourism WA a platform to promote all of the changes that have happened in and around Perth over the past couple of years.

“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,” Buckland said.

By 2018, 2,000 new hotel rooms will have opened in Perth including COMO the Treasury, which opened in the heart of Perth last year with 48 rooms and a restaurant by David Thompson.

Also new for 2015 was the Alex in Northbridge, a former bank that transformed into a 74-room neighbourhood hotel in this cultural and creative hub of the city.

Home to 63 beaches and bays, Rottnest Island upgrades include a refurbishment of Hotel Rottnest as well as an upmarket new “glamping” experience, opening next year on Pinky’s Beach.

Billion-dollar developments such as Elizabeth Quay and Perth City Link are reshaping the state capital – reconnecting the city centre with both the Swan River and Northbridge, .

By creating a new waterfront and sinking the railway line, the projects aim to improve access around the city and re-create public spaces with new bars, restaurants and hotels.

Other changes happening around Perth include an AUS$1 Billion redevelopment of Perth airport, the construction of a 60,000-seat stadium that will be open for the start of the 2018 AFL season, the redevelopment of Freemantle and the 19th century port streetscape and upgrades at Scarborough Beach where AUS$78 million is being spent.

Latest statistics from the International Visitor Survey showed the number of British holidaymakers to Western Australia is on the rise with an increase of almost 11% in the 12 months ending March 2016.

In total, 147,600 British visitors spent $318 million in the state over that period.

In 2016, more than 18 films presenting personal experiences in WA will be launched, with the view to creating many more over the life of the campaign, which is expected to last three to four years. Some of the videos already launched include truffle hunting with dogs in Manjimup, seeing sting-rays in Hamelin Bay and foodie-tours by rickshaw in Perth, which were shown to trade partners at a recent event in London.

Buckland added the campaign will be distributed across the globe “through our cooperative advertising campaigns with airlines, travel agents and tour operators”.

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