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,...