Just Another Day in WA: State Government unveils new tourism campaign

Premier Colin Barnett addresses the media after the campaign launch.
Premier Colin Barnett addresses the media after the campaign launch.

THE State Government has unveiled the latest advertising campaign to get tourists to Western Australia: #JustAnotherDayInWA.

The campaign was created by international advertising agency Cummins & Partners, who do not have an office in Perth but have branches in Sydney and Melbourne.

The tourism industry has the stated aim of growing from $9 billion to $12 billion by 2020.

At the campaign launch, at Kings Park on Friday, guests were shown a preview of eight videos showcasing some of the state’s best features.

These included Rottnest, alfresco dining in Perth, Margaret River, Hamelin Bay, Manjimum, Kookynie, Lake Ballard and Lucky Bay.

There will be another nine videos featuring different parts of the state delivered by the end of the year.

The videos are part of a $5.5 million spend to attract visitors from the Eastern States, but the campaign will be rolled out internationally at a cost the Premier described as “well in excess of that”.

Premier and Tourism Minister Colin Barnett said the campaign had a strong focus on conventional media, but also on social media, and it encouraged people to share their WA experiences using the hashtag #JustAnotherDayInWA.

“We have such a fantastic lifestyle here in Western Australia that we can sometimes take for granted and ignore things that are day-to-day to us,” Mr Barnett said.

“It can be a unique experience to go into an orchard and pick an apple off a tree and eat it – we take it for granted.

“This campaign picks up that personal experience, that unique memory that will bring people back, or have them talking to friends, relatives and saying ‘why don’t you go to Western Australia’.”