Tourism Western Australia: The extraordinarily effective taxi ride
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, YE 2007/08/09
Western Australia was also losing the home crowd
Increased competition from “more exotic” overseas destinations, coupled with increased personal wealth meant that more Western Australians were choosing to holiday overseas rather than within their home state.