Published: 23 June 2023
Western Australia’s new global tourism brand ‘Walking On A Dream’ has taken over prominent billboards in Japan.
The week-long campaign kicked off on Monday (19 June) with a three-dimensional animation of a gentle whale shark floating serenely above commuters travelling past Shinjuku – home to the world’s busiest railway station, servicing more than two million passengers per day – and the popular Harajuku district.
The Walking On A Dream marketing activity is supported by outdoor advertising in other prominent locations around Tokyo, as well as marketing partnerships with travel agencies in Japan, selling Western Australian holiday packages.
The brand launch follows tickets recently going on sale for All Nippon Airways’ nonstop flight between Tokyo and Perth, with visitors able to directly fly to WA, the Dream State, once services resume in October.
Tourism WA Managing Director Carolyn Turnbull said Japan is an important inbound market for the state and it will soon be easier than ever to walk on a dream in Western Australia.
“Ahead of All Nippon Airways beginning its direct flights between Tokyo and Perth later this year, Tourism WA is proud to introduce the Japanese audience to WA’s wondrous new tourism brand which showcases many of the dreamlike destinations our state has to offer.
“Walking On A Dream aims to elevate Western Australia as a world-class destination in today’s highly-competitive global travel marketplace by showcasing the some of the best our state’s regions have to offer, from majestic whale sharks to world-class wineries.
“With our seemingly endless days of sunshine, otherworldly landscapes, spectacular coastline and unique regions, Western Australia is an amazing holiday destination for travellers looking for authentic adventures.”
The brand launch includes a co-operative marketing campaign across digital, social and retail channels as well as a partnership with popular Japanese travel agency HIS, who is offering a chance for two travellers to win a dream trip to WA.
Western Australian destination imagery will also feature in the HIS Shibuya Main Store, Shinjuku Main Store, and Shinjuku East Exit Store, while brand films will play at other key high traffic locations.
Ahead of the resumption of flights and the Walking On A Dream brand takeover in Japan, Tourism WA also hosted two trade and media events in Tokyo on 19 June.
Prior to the pandemic, Japan was WA's eighth largest international market by number of visitors and 10th largest by visitor spend, with 38,800 visitors spending an estimated $71 million in the state.
To download imagery and video from the Walking On A Dream Japan launch click here.