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read moreThe Western Australian border has opened after two years of COVID-19 travel restrictions and to encourage interstate tourism, a $12 million Wander Out Yonder marketing campaign has been launched targeting billboards, social media, newspapers, magazines, television and radio spaces in Queensland, NSW and Victoria.
Along with this marketing blitz is the 'Gifts From Western Australia' campaign to encourages visitors to support WA tourism operators and boost local economy as border opens.
Funded by Western Australian Government's $185 million Reconnect WA package, the Wander Out Yonder marketing campaign will deliver a series of high impact marketing initiatives between now and July and will also include partnerships with airlines and retail travel brands, offering WA travel itineraries and packages to help drive bookings to WA.
Unique scenes from across Western Australia will take centre stage in advertisements as the state looks to attract tourists and support local tourism operators.
The marketing drive will encourage holidaymakers to travel around the State exploring stunning coastlines, premium food and wine, exceptional art and culture, and ancient Aboriginal history and will feature all regions - including the Kimberley, Pilbara, Coral Coast, Goldfields-Esperance, South-West, Great Southern and Perth.
Quokkas, whale sharks and Cable Beach-style camel trains will also pop-up in unexpected locations to capture the attention of potential travellers.
The Wander Out Yonder campaign has been extremely successful at driving Western Australians to discover and rediscover the extraordinary tourism experiences in their own state. The campaign encouraged locals to go further and stay longer to explore the wonders and adventures on offer across the state.
The Reconnect WA strategy was launched late last year to help give businesses and industries a competitive edge as part of the Safe Transition Plan. It included funding to target aviation, tourism, skilled workers and international students.
Western Australian Premier, Mark McGowan commented "after two years of dealing with the pandemic, I'd encourage tourists to head to WA to Wander Out Yonder and enjoy everything our State has to offer."
Western Australian Tourism Minister, Roger Cook noted "we are looking forward to welcoming back our friends from the Eastern States. Western Australians have spent the past two years being tourist in their own backyard. They have discovered just how extraordinary our State is - from the phenomenal natural beauty to the deep Aboriginal culture. Now the rest of Australia is going to get ready to be amazed at the tourism adventures on offer.
"This new $12 million marketing campaign is just the start of an intense year of high impact marketing initiatives that will get interstate holidaymakers back to WA, and will support our world-class tourism operators as they adapt to the border reopening."
Along with this marketing blitz, more than $500,000 worth of free tourism vouchers will be handed out at Perth Airport this week to welcome interstate and international arrivals - providing a major boost to local tourism operators as borders ease.
'Gifts From Western Australia' campaign encourages visitors to support WA tourism operators and boost local economy as border opens and includes 1,000 vouchers for international students
The Western Australia Government promotion, through Tourism WA, will begin after midnight on 3rd March and encourage visitors to support local tour and experience businesses during their trip to the state.
The campaign will provide 3,400 'Gifts From Western Australia' two-person vouchers, ranging in value from $150 to $2,200 for a three-day tour of Margaret River.
The vouchers offer tourism experiences from about 20 different operators, including skydiving at Rottnest Island, swimming with dolphins or touring Penguin Island, as well as sunset stargazing at the Pinnacles.
The giveaway includes 1,000 vouchers for StudyPerth to target to international students.
Tourism WA is also delivering 200 toy quokkas to Qantas to be distributed on the first flights from Sydney and Melbourne, promoting Rottnest Island and 'The World's Happiest Animal' to WA arrivals.
Premier McGowan added "when interstate and international travel returns in full on March 3, we want to encourage visitors to experience all we can offer, while ensuring local tourism operators enjoy the benefits.”
Minister Cook concluded "the vouchers, through Tourism WA, will also support and promote various tourism operators in Perth and the surrounding regions to thousands of incoming visitors."
Images: Western Australia's $12 million Wander Out Yonder marketing campaign (top) and skydiving at Rottnest Island (below: courtesy Tourism WA Facebook).
2nd March 2022 - Western Australian Government cuts stadium and outdoor event capacities
21st February 2022 - Western Australian Government to reopen border on 3rd March
11th February 2022 - Western Australian events industry to share in $77 million support package
10th February 2022 - Western Australian circus performers and visual artists among culture sector grant recipients
1st February 2022 - Latest Western Australian Government advice says proof of vaccination not required at aquatic centres and sport facilities
21st January 2022 - Omicron fears sees Western Australian Premier suspends reopening of state borders indefinitely
14th January 2022 - Proof of COVID vaccination required across Western Australia to access gyms, attractions, festivals and stadia
10th January 2022 - Redevelopment of Rottnest Island Lodge gets approval to commence
31st December 2021 - Western Australian Government offers new financial support for businesses impacted by COVID restrictions
29th December 2021 - Western Australian New Year’s Eve music festivals cancelled but Perth Cup horse race to proceed
21st December 2021 - Change in Western Australian Government portfolios sees new Tourism Minister appointment
2nd December 2021 - Western Australian Government announces $185 million Reconnect WA promotional package
22nd October 2021 - Western Australian Government introduces strict COVID vaccine mandate for high risk and critical occupations
24th June 2021 - Rottnest Island among 54 recipients of Western Australian Government coastal grants
26th April 2021 - New Aboriginal cultural tourism and recreational businesses sought for Rottnest Island
21st January 2020 - $33 million infrastructure program commences on Rottnest Island’s West End
29th August 2019 - Five-year development vision released for Western Australia’s Rottnest Island
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