Tourism WA awards new five-year contract to The Brand Agency

Tourism WA awards new five-year contract to The Brand Agency
Edited by Travel Weekly


    Tourism Western Australia has awarded The Brand Agency its new Creative Services contract to continue bringing ‘Walking On A Dream’ to the world.

    The contract was awarded effective 20 March 2024 and will be in place for up to five years.

    Tourism WA and The Brand Agency worked together to launch the highly successful ‘Walking On A Dream’ destination brand for Western Australia in September 2022.

    Since the new brand launch in September 2022, annual visitor spend in Western Australia increased by around 36 per cent from $12.27 billion to $17.7 billion in December 2023.

    In November 2023, Tourism WA and The Brand Agency were nominated for an ARIA Music Award for Best Use of an Australian Recording in an Advertisement category after Empire Of The Sun rerecorded their hit  single “Walking On A Dream” to support the brand.

    Tourism WA managing director Carolyn Turnbull said she was delighted to continue the agency’s partnership with The Brand Agency following the success of the destination brand.

    “Walking On A Dream has been truly embraced by the tourism industry in Western Australia, so we will be proud to again work in partnership with The Brand Agency to continue to deliver this inspiring and unified brand and bring even more visitors to Western Australia, the Dream State.

    “The Brand Agency will strengthen Western Australia’s global brand to drive awareness, consideration, and conversion, and help us achieve our vision for Western Australia to be recognised as a world-class destination, immersing people in our unique cultures, communities and environment.”

    ‘Walking On A Dream’ has launched across major global cities including London, New York, Singapore, and Tokyo and will continue to be the global brand platform for the next five years.

    The Brand Agency Business Director Brendon Lewis said working with Tourism WA on the development and global rollout of Walking On A Dream has been an incredible experience for everyone at the agency.

    “Knowing we can continue to evolve the brand is exciting, we can’t wait to see where we take it. We thank Tourism WA for their confidence in us as we continue this very important work for the tourism industry in Western Australia.”

    Find out more about Walking On A Dream at tourism.wa.gov.au/

    Latest News

    • Cruise

    P&O rescues Rotary volunteers after collapse of Air Vanuatu

    P&O Cruises Australia has answered a plea for help from a group of young Australian Rotary volunteers, stranded in Vanuatu following the collapse of Air Vanuatu. The students, many of them teenagers from Albury, NSW, were volunteering for a youth project run by the Hive Rotary Club Australia when the airline abruptly cancelled all flights, […]

    • Destinations

    Intrepid continues expansions with launch of first DMC in Jordan

    Intrepid has increased its presence in the Middle East with the opening of its first destination management company in Jordan. Based in Amman, the local team will operate Intrepid’s range of nine experiential small group tours in Jordan from this summer, with a view to expanding the range for 2025 and beyond. Zina Bencheikh, managing […]

    • Appointments

    Minor hotels appoints Puneet Dhawan to key Asia role

    Global hotel owner and operator Minor Hotels has appointed Puneet Dhawan as head of Asia as the group plots its growth in Asia and India. From July, Dhawan will be responsible for the performance of all Minor Hotels properties in Asia, working in close collaboration with the Minor Hotels senior leadership team and will report […]

    • Appointments

    Abercrombie & Kent and Crystal appoint Evon Ler to director of sales, Asia

    Abercrombie & Kent Travel Group have announced that Evon Ler will join them in the new role of director of sales, Asia. She will work closely with Tony Archbold (VP, Sales, APAC, Crystal) and Susan Haberle (VP, Sales & Partnerships, APAC, A&K) with trade support across the region. Ler comes to the A&K family with more […]