Published: 06 September 2022
Tourism WA's aspirational and visionary new global tourism brand for Western Australia, 'Walking On A Dream', was officially launched today by Premier Mark McGowan and Deputy Premier and Minister for Tourism Roger Cook.
Walking On A Dream will build consumer awareness of Western Australia as an otherworldly, dreamlike and wondrous holiday destination and elevate Western Australia on the world stage, in a highly competitive global travel marketplace.
Global electronic superstars Empire Of The Sun, led by WA-raised frontman Luke Steele, and musical partner Nick Littlemore, exclusively re-imagined the band's hit single Walking On A Dream to support the brand and showcase Western Australia's new international identity.
WA-born Aboriginal performers, Rika Hamaguchi and Ian Wilkes also play a starring role in the initial video assets released today.
Tourism WA Managing Director Carolyn Turnbull said Walking On A Dream will showcase Western Australia as an aspirational, emotive and memorable destination for years to come.
“Today's launch of Walking On A Dream marks an incredible milestone for tourism in Western Australia,” Ms Turnbull said.
“Today we launched a new tourism brand for not just the WA tourism sector, but for the whole State, as a world-class business and leisure destination.
“Western Australia is for travellers seeking an unforgettable experience so unique that it blurs the line between reality and a dream, and that is what this new tourism brand for WA is all about.”
In line with the Jina: WA Aboriginal Tourism Action Plan 2021-2025, which aims to make WA the premier destination for Aboriginal tourism, the Walking On A Dream creative concept is inspired by WA's unique Aboriginal culture.
The new brand was developed in close consultation with travel industry stakeholders from across WA's five regional tourism areas and through working closely with WA's Aboriginal tourism sector, and Aboriginal Elders from across the community.
All creative assets were shot on location by a West Australian-led film crew, while the artistic concept was developed by WA-based creative agency, The Brand Agency.
The brand's first video assets highlight globally-recognised destinations like the Coral Coast's Ningaloo Reef, Margaret River's vineyards in the South West, the Perth city skyline and the Kimberley's Purnululu National Park, while Tourism WA's consumer website, westernaustralia.com, has been transformed to showcase destinations and experiences across the State, through the Walking On A Dream creative lens.
The development of the new brand was supported by the State Government's $195 million Reconnect WA package, and will underpin Tourism WA's marketing activities for at least the next five years.
To read more about Walking On A Dream and find out how industry can leverage the new brand, please visit the dedicated page on our corporate website.
To learn more about how Aboriginal culture inspires and underpins Walking On A Dream and in telling Western Australia's story, view this video compilation, where Noongar man Nick Abraham of cultural tours and consultancy company Warrang-Bridil, discusses his culture and introduces each short video alongside the brand's four story pillars of Time, Space, Connection, and Freedom.