JULYMasterChef Australia promotes WA’s food and wine

Perth’s booming culinary scene was showcased to a national television audience with five episodes of popular TV show MasterChef Australia airing in early July. Shot at spectacular locations around Australia’s sunniest capital city, contestants and viewers had the opportunity to experience a taste of Perth’s vibrant food scene.

Tourism Western Australia CEO Stephanie Buckland said the agency was pleased to have secured MasterChef Australia again this year as it provided an excellent opportunity to highlight some of the State’s extraordinary tourism experiences and landscapes to a significant audience.

“These types of TV shows provide the perfect vehicle to showcase WA’s high quality food and wine, as well as its extraordinary holiday experiences, destinations and world-class events.

“We expect our investment in bringing MasterChef 2013 to WA will pay handsome dividends and help solidify our reputation as a recognised food and wine destination not to be missed.”

WA’s involvement in MasterChef was supported by TV advertising in Sydney and Melbourne featuring the Perth brand assets, as well as search optimisation and social media.

Tourism WA has kicked off the new financial year with a number of exciting initiatives in the domestic market, including the launch of the new Experience Extraordinary advertising. Read all about what we have achieved in the first quarter of 2013-14 below.

Quarter OneDOMESTIC BULLETIN

 

 

 

To take advantage of our involvement in MasterChef Australia, Tourism WA also partnered with wotif.com to promote Perth to consumers in Sydney and Melbourne. The campaign ran for two weeks and featured special deals on accommodation, tours and activities in Perth.

Extraordinary lives with you forever.

Tourism WA ‘adopts’ a whale shark

Tourism WA partnered with ECOCEAN last year to ‘adopt’ a whale shark as part of a social media initiative to increase engagement with our community and raise awareness of swimming with the whale shark experience in WA. In July we also ran a Facebook competition to name the whale shark, with the most popular name being Boo Boo.

The campaign attracted an impressive 5,537 likes to the Extraordinary WA Facebook page and more than 1,000 people entered. We hope adopting Boo Boo will help ECOCEAN continue its research into these amazing creatures, as we follow Boo Boo’s journey along Ningaloo Reef, and beyond.

 

AUGUSTQantas Holidays – Experience WA Your Way campaign

Tourism WA and Qantas Holidays launched a joint campaign in August, Experience WA Your Way, to domestic consumers. The five-week, national campaign encouraged people to travel to Western Australia with a choice of destinations, accommodation, tours and car hire. The campaign was promoted via digital advertising, public relations, trade marketing and on Channel Nine’s Today and Mornings shows.

Discover Australia Holidays – Kimberley Aerial Highway campaign

Tourism WA and Discover Australia Holidays undertook a joint campaign in August to promote the Kimberley Aerial Highway experience and tours to domestic consumers. The digital led campaign showcased some of the most extraordinary Kimberley destinations accessed by aerial tours.

 

Extraordinary lives with you forever.

 

Broome and the Kimberley Holidays – Broome Spring Breaks campaign

Tourism WA and Broome and the Kimberley Holidays launched a joint Broome Spring Breaks campaign in August. The three-week press and digital campaign targeted the Perth market and was supported by trade activity and social media.

Jetstar – Perth campaign

The joint campaign promoting fares and holiday packages to Perth included TV, press and digital advertising. The campaign targeted consumers in Melbourne, Sydney and Brisbane and was supported by Jetstar’s own channels including electronic mail and social media.

 

SEPTEMBERWA’s Taste Master starts an extraordinary job

Tourism WA has identified food and wine as a key offering to sell the State and this has been highlighted in Tourism Australia’s Best Jobs in the World campaign. The campaign is a collaboration between Tourism Australia, Tourism WA and five other State and Territory tourism organisations. The WA Taste Master, Rich Keam, is currently travelling around the State promoting Western Australia to the world as an extraordinary food, wine and holiday destination via social media and blog site tastewesternaustralia.com

For more information on how industry can get involved in the project and connect with the Taste Master, visit tourism.wa.gov.au

 

 

Wotif.com – Broome campaign

Tourism WA in partnership with Australia’s North West Tourism and wotif.com undertook a two-week campaign to promote Broome in Perth and Melbourne. The campaign included print, radio and digital advertising and was complemented by wotif.com’s social media and electronic direct marketing.

Great Southern Rail – Indian Pacific campaign

Tourism WA and Great Southern Rail partnered on a campaign to encourage consumers in NSW, VIC and QLD to travel to Western Australia as a part of their Indian Pacific rail holiday experience. The campaign included print and digital advertising. The new all-inclusive Gold Service fares included all off train excursions in Kalgoorlie, as well as food and beverages.

Apollo campaign - Take an extraordinary journey campaign

Apollo Motorhome Holidays together with Australia’s Golden Outback, Australia’s Coral Coast, Australia’s South West and Tourism WA recently launched a Take an Extraordinary journey campaign targeting domestic consumers. The eight-week campaign encouraged people to experience these three regions in an Apollo Motorhome and included detailed itineraries.

This campaign was supported through the Regional Tourism Marketing Program which is funded by the State Government’s Royalties for Regions program.

 

 

Extraordinary lives with you forever.

$7.65 million Qantas marketing agreement announced

Tourism WA has signed a $7.65 million marketing deal with Qantas, providing a significant boost for the State’s tourism industry. The three-year agreement between Tourism WA and Qantas is one of the biggest airline partnerships in WA’s history. Under the agreement, Qantas will jointly promote WA’s extraordinary tourism destinations, matching State Government marketing funding dollar-for-dollar. The cooperative marketing agreement will target potential visitors from Australia, the United Kingdom, USA, Germany and Singapore. It will play a vital role in our bid to attract more domestic and international visitors to the State and increase the value of tourism from $7.5 billion in 2012 to $12 billion by 2020.

Weekend Sunrise live weather broadcast from Broome

Tourism WA, with the support of Australia’s North West, hosted Weekend Sunrise to Broome in September during the Shinju Matsuri – Festival of the Pearl. The national broadcast included James Tobin in 14 live crosses over the weekend, and featured Eco Beach, Willie Creek Pearl Farm, Pearl Luggers in Chinatown, Shinju Matsuri and WA’s Taste Master. The value of the coverage is more than $2.5 million to a large national audience.

Zuji.com.au campaign

The four-week national campaign encouraged people to travel to Western Australia with a choice of destinations, flights, accommodation and holiday packages. Zuji.com.au is one of Asia Pacific’s leading online travel agencies, a position the company has held for more than 10 years. The campaign included banner advertising on zuji.com.au and electronic direct marketing.

New Experience Extraordinary campaign launched

Tourism WA has launched two new ads focusing on the north and south of the State to sell Western Australia as an extraordinary holiday destination. The advertising aims to create an emotional connection with people by focusing on getting away from everyday life and reconnecting with those who matter the most, while experiencing the magic and beauty of extraordinary WA. The ads target people who enjoy adventure, discovering new activities and are willing to put in the extra effort to get something truly unique out of their holiday experiences.

The ads are supported by a $3.6 million national media campaign across TV, cinema and print advertising.

To view the ad’s visit youtube.com/westernaustralia

 

 

Extraordinary lives with you forever.

Qantas campaign – Western Australia sale campaign

As a part of the cooperative marketing agreement, Tourism WA and Qantas undertook a joint consumer campaign in Sydney, Melbourne and Perth offering sale airfares. The campaign included press, digital and radio advertising and was supported by Qantas’ social media and online marketing.

Discover Australia’s intrastate campaign

Tourism WA and Discover Australia joined forces at the end of September to launch an intrastate campaign. The campaign, which runs until November, includes press and digital advertising and features a range of packages for accommodation, tours, car hire and flights to destinations across Western Australia.

Discover Australia launches Broome campaign

Tourism WA, Australia’s North West Tourism and Discover Australia Holidays launched a Broome campaign to encourage intrastate consumers to visit Broome during the shoulder season. The campaign includes press and digital advertising to increase travel from now until the end of March 2014. It includes a range of packages featuring accommodation, tours, car hire and flights.

 

   

Extraordinary lives with you forever.

WHAT’S NEXT?•Ourexperienceextraordinary

advertising campaign continues

•Webjetcampaign

•Lastminute.com campaign

•BroomeandtheKimberleyHolidays campaign

•TheBachelorAustraliaBroomeepisodes air nationally on Network Ten

To find out how you can share the extraordinary, visit the domestic market page on our corporate website tourism.wa.gov.au.

For more information on Tourism WA’s domestic marketing program email marketing@westernaustralia.com or phone Tourism WA on 9262 1700.

Extraordinary lives with you forever.

Extraordinary lives with you forever.

Tourism Western AustraliaLevel 9, 2 Mill StreetPERTH WA 6000GPO Box X2261PERTH WA 6847

Tel: 08 9262 1700Fax: 08 9262 1702

info@westernaustralia.com

westernaustralia.com tourism.wa.gov.au