Tourism Western Australia’s latest ad shines on London billboards

Tourism Western Australia’s (TWA) new global touring brand, ‘Walking On A Dream,’ has been showcased on London’s most prominent billboard at the Piccadilly lights as the international rollout continues.

The week long promotion launched on 30 January and creates a ‘dreamlike portal’ to Western Australia for those in the wintery shadows of Piccadilly’s iconic advertising spaces.

Managing director, Tourism WA, Carolyn Turnball said the ‘Walking On A Dream’ brand aimed to promote Western Australia as an aspirational destination in the minds of a global target market.

“Walking on a dream aims to elevate Western Australia as a world-class destination in today’s highly-competitive global travel marketplace,” Turnball said.

Hello there, London – sending sunny vibes your way 👋💙 #WAtheDreamState pic.twitter.com/GtpkeX5vJx
— Western Australia (@WestAustralia) January 31, 2023

The campaign features on the Piccadilly lights showing the 60 second advertisement on a rotation which also provides a snapshot of some of Western Australia’s most prominent tourism hubs such as Rottnest Island, the Kimberley or Margret River.

The campaign in central London is supported as part of the Western Australian governments $2 million ‘Walking On A Dream’ campaign, which itself is part of a larger $195 million campaign known as the ‘Reconnect WA Package’ and, in the Piccadilly promotion’s instance, is designed to draw visitors from the large target market in the UK.

“The United Kingdom is a highly important inbound visitor market for WA, and recent research tells us that UK travellers consider Western Australia to be an exciting place that they have always dreamed of visiting,” Turnbull said.

“We also know that UK travellers value comfort on long-haul flights to Australia, so it’s wonderful to be able to offer them a direct flight between London and Perth on our national carrier, Qantas, as we continue our efforts to affirm our state’s position as the Western Gateway to the nation.”

Prior to the COVID shutdown the UK travel market was Western Australia’s largest number of arrivals with more the 140,000 visitors spending an estimated $249 million in the state in 2019 alone.

In November 2022, international arrivals were at 63 per cent of pre-COVID levels, the strongest for arrivals since WA’s border reopened, driven largely by the UK visitor market, which has returned to 95 per cent of its pre-COVID figure during this month.

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