Tourism Western Australia: The extraordinarily effective taxi ride

Western Australia was under-performing as a holiday destination for Australians. Although 90% of Australians live outside the state, only 5% were coming to Western Australia on holiday.

Tourism Western Australia: The extraordinarily effective taxi ride

Agency: Host

Advertiser: Tourism Western Australia

Author: Lisa Aitken

Total Campaign Expenditure: $5-10 million

STRATEGIC COMMUNICATIONS CHALLENGE

How do you get on holiday wish-lists when you only have a relatively modest budget and most people think Western Australia is too far away, too big, too expensive and just too difficult?

Western Australia was punching below its weight

90% of Australian's live outside Western Australia, yet only 5% were coming to Western Australia on holiday. Worryingly, even these visitor numbers were stagnating.

Source: Tourism Research Australia, National Visitor Survey,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands