Tourism WA Launches Walking On A Dream Campaign as Singapore Hits #1 in the International Visitor Market
Walking On A Dream showcases dreamlike wonder and beauty of Western Australia
(Singapore, 17 November 22) Burnt Ends, a one-Michelin star Australian barbecue restaurant on Dempsey Road was a delightful place for Tourism Western Australia to launch its new Walking On A Dream brand campaign in Singapore. The island state became the #1 source market for international visitors into the Australian state, representing over 24% of all inbound visitors for the September quarter. When Singaporeans get together, they ask where they are going to have their next meal and where they will be travelling to.
In front of Burnt Ends was a large inflatable whale shark and on the screen inside the restaurant was a large flying whale shark and stunning images of WA. The new tourism brand for Western Australia brings to life the otherworldly wonders of Western Australia and invites travellers to step out of their everyday and into a dream, where giant whale sharks fly, vineyard grapes dance, and trees bend and dip as two Aboriginal dancers weave through dramatic landscapes in the Kimberley, Margaret River, Ningaloo and Perth.
Dancers entertained guests before the speeches got underway
The campaign is aimed at aspirational travellers and features stunning cinematography and scenes that blend dream and reality to the sound of Western Australian music duo Empire of the Sun’s ‘ Walking On A Dream’.
It references the rich Aboriginal culture of Western Australia and is designed to stand out in a highly competitive global travel marketplace. The A$15 million campaign will feature across various media including print, OOH, digital and social platforms.
Tourism WA Managing Director Carolyn Turnbull said Singapore is an extremely important market for Western Australia, as one of its closest neighbours. “Singapore is currently our number one international source market, so we are delighted to launch this brand campaign to entice more Singapore residents to visit us for the first time or come back to explore new destinations within the State,” said Ms Turnbull.
To tap into Singaporeans’ love of the high quality of Western Australian food and wines, the campaign was launched at Burnt Ends, which is helmed by Perth-born Chef Dave Pynt.
Chef Dave Pynt. with Ava Ang at Burnt Ends
Industry partners and media were treated to a taste of exquisite Western Australian produce including Leewin Coast oysters, Fremantle Octopus, and fresh marron from Albany, along with local wines from Margaret River, which produces more than 25% of Australia’s premium wine.
Speaking at the event, Tourism WA Acting Executive Director Marketing, Melissa Forbes said the new brand campaign is unique and memorable, much like Western Australia. “Singapore is a mature market for us, and Singaporeans are sophisticated travellers seeking space, freedom, connection, and time, all things that Western Australia delivers in spades.
From left: Tourism Western Australia's Ava Ang, Country Manager, Singapore & Malaysia; Melissa Forbes, Acting Executive
Director, Marketing and Vivienne Li, Senior Manager - Eastern Hemisphere Markets.
“We have a whole host of activity going live in Singapore,” Ms Forbes continued, “including high impact Walking On A Dream assets in premium shopping and entertainment areas such as Raffles City and ION Orchard, as well as targeted social media marketing.”
"The Margaret River Region," shared Senior Manager - Eastern Hemisphere Markets Vivienne Li, "is the only premium wine region in the country – dare we say, the world – that combines stunning beaches, towering forests, jewel-like caves and unique flora and fauna with world-beating wines and culinary excellence. Australia’s South West must have been kissed by the gods. Feel that intangible magic as you walk underwater or wander through treetops. See it in the dolphins frolicking in the ocean and whales breaching near the shores. Hear it in the waves crashing against rugged rock formations and the soothing sounds of an ancient culture. Taste it in the glorious food and wine. No, you’re not dreaming."
Tourism WA Singapore and Malaysia Country Manager, Ava Ang said Western Australia offers a wealth of extraordinary experiences from wine discoveries to Aboriginal immersions, from high-end dining to shopping or swimming with whale sharks and everything in between. Said Ms Ang, “Western Australia is just two movies and a wine away from Singapore.”
“Pre-Covid, 87% of Singapore leisure visitors to WA were on a return visit to Australia. We hope this new campaign showcasing Western Australia’s magical landscapes will inspire Singapore residents to travel beyond Perth and discover new experiences.”
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