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New Tourism WA campaign set to entice German and Swiss travellers for outdoor adventure
A new Tourism WA campaign with European travel agency, Boomerang Reisen aims to encourage German and Swiss travellers to experience WA camping, self-drive tours, outdoor activities, the beach, Indigenous tours, adventure, and wildlife. The deal forms part of $12 million international marketing boost
In the year ending March 2019, Germany was WA’s sixth largest market for leisure visitor spend; 43,700 leisure visitors from Germany and Switzerland spent $98 million.
As part of the campaign, television ads featuring WA will run throughout the broadcast of popular German TV show, Goldrush in Australia, which features two men searching for gold in the Australian outback.
Other campaign activities include travel trade shows, electronic newsletters and social media campaigns, with all activities driving traffic to Boomerang’s website Australien.com. The website will feature special travel offers, as well as WA content.
The campaign aims to raise awareness of the easy access to Perth with key airline partner Singapore Airlines, and position WA as a year-round holiday destination.
WA Tourism Minister Paul Papalia advised “campaigns such as this one help position WA as Australia’s western gateway to visitors from our key international markets.
“In recent years we’ve been focusing on changing people’s perceptions of Perth – encouraging visitors to discover our vibrant capital city and explore our diverse regions.
“We know that German and Swiss travellers love a good outdoor adventure, so this partnership with Boomerang Reisen will focus on promoting all the exciting, unique destinations and experiences our wonderful State has to offer.”
29th November 2019 - Queensland Government targets Europe with new tourism marketing blitz
25th July 2019 - George Calombaris dropped from Tourism WA marketing role
6th September 2018 - Former world surfing chief executive named Tourism WA Managing Director
1st September 2018 - Tourism WA backs Asia-Pacific’s biggest mountain bike event
23rd August 2018 - New appointee to lead Tourism WA and Western Australia’s jobs agenda
2nd July 2018 - Tourism WA looks to promote visitation to Broome and Perth Hills
28th June 2017 - New commissioners and chair appointed at Tourism WA
6th September 2013 - New executive director announced for Tourism WA
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