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, 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.