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Tourism Western Australia Campaign Launches Live from a Camel Train on Cable Beach

June 15, 2016 Destination Global No Comments Print Print Email Email

Utilising technology usually only reserved for TV news broadcast – Tourism Western Australia today beamed live footage of two tourism operators on the job in regional WA, to guests in attendance at the Perth launch of the new Just Another Day in WAcampaign.


After viewing the official campaign assets (a collection of films shot across the State), in a PR-first, live interviews were conducted with Matt Moreton-Deakin from Broome Camel Safaris and Frazer McGregor from Ningaloo Marine Interactions – two examples of people living and working in paradise, promoting the wonders of Western Australia to the world.

Western Australia is a large and diverse State, with extraordinary experiences found in every corner. From visiting the Kimberley, one of the true last wilderness areas in the world; to swimming with the biggest fish in the sea, the whale sharks at Ningaloo Reef; or sampling world-class Chardonnay in the Margaret River Wine Region – local residents have a lot to boast about. But to West Australians – It’s Just Another Day in WA.

Tourism WA’s Chief Executive Officer Stephanie Buckland said Just Another Day in WA, was developed with advertising agency Cummins&Partners to show people around the world the extraordinary experiences that can be found in Western Australia.

“Western Australia has so many extraordinary experiences that cannot be found elsewhere in Australia, or in some cases the world, but those of us who are lucky enough to live in the State tend to be blasé about its uniqueness and beauty,” Ms Buckland said.

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

The campaign also provides a platform to promote all 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,” she said.

“As Perth continues to evolve, so will the campaign and we will be able to share more Perth stories with the world.”

Some of the changes that are happening around Perth include:

  • Opening up the Swan River through the development of Elizabeth Quay
  • 2,000 new hotels rooms to open by 2018
  • $1 billion redevelopment of Perth Airport
  • Construction of a 60,000-seat stadium
  • Redevelopment of Fremantle
  • Upgrades at Scarborough Beach with $78 million for a beachside swimming pool, cafes, restaurants, kiosks and public art
  • Rottnest Island upgrades including include a luxury refurbishment of Hotel Rottnest as well as an upmarket “glamping” experience, which will open next year.

Ms Buckland said the groundbreaking campaign marked a fundamental shift in the way Tourism WA promoted the State as a holiday destination.

“Under the Just Another Day banner, Tourism WA and the tourism industry will create and distribute appealing content that will inspire people to travel to our State,” she said. “It will be distributed across the globe through our cooperative advertising campaigns with airlines, travel agents and tour operators.

“We are calling on all visitors and West Australians to contribute to the campaign by sharing their own extraordinary WA moments using the hashtag #justanotherdayinWA.”

In 2016, more than 18 films presenting personal experiences in WA will be created along with other supporting materials including photography and a microsite. Many more will be produced over the life of the campaign.

Visual Assets:

  • Tourism Western Australia official campaign assets – Just Another Day in WAfeaturing Rottnest Island and Margaret River
  • Interview with Broome Camel Safari tour operator Matt Moreton-Deakin leading his camel train on Cable Beach Broome Western Australia
  • Interview with Ninagloo Marine Interactions tour operator and researcher Frazer McGregor at work in Ningaloo, Coral Bay Western Australia
  • Tourism Western Australia official campaign assets – Just Another Day in WAfeaturing Rottnest Island and Margaret River

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