CCIWA Chief Executive
Western Australia’s new brand campaign, Walking on a Dream, is a watershed moment for the State. While it is a tourism campaign at its heart, its positioning of Western Australia as a ‘dream’ destination will strongly support efforts to attract students, skills and investment to our State.
The Walking on a Dream campaign leverages our State’s unique character, reflecting our exquisite natural beauty and profound cultural heritage, while also reflecting that we are a place which embraces inspiration and connectedness.
Importantly, it reflects a strong investment by the State Government in building our tourism product. It will be critical that investment in Walking on a Dream is sustained over the next decade, with strong focus on international and interstate markets.
It is also important to recognise the ‘home grown’ nature of this campaign. The reworking of the Empire of the Sun track is the centrepiece of the campaign, alongside local Aboriginal performers, Rika Hamaguchi and Ian Wilkes. Long term CCIWA member, The Brand Agency, led the development of the campaign. This local investment is critical in building capacity in our advertising and media industry her in WA. It also points to a big opportunity to build a more vibrant creative industries sector.
Today’s announcement backs CCIWA’s pre-Budget recommendations for a significant investment in ‘Brand WA’ to boost WA’s appeal to key global markets as a desirable place to relocate, study, holiday, invest and to host business events.