Dream Pass
Holiday planning can often be overwhelming, from finding the best deals to optimising your time and itinerary. Tourism WA recognised a crucial gap: while many pre-planning tools existed, digital support for visitors upon arrival in WA was limited. Dream Pass was developed to serve as each visitor's personal digital concierge. The free digital ID offers curated deals, tailored recommendations, and smart travel enhancements, all personalised to their preferences, to help them truly maximise their stay in WA.
CHALLENGE
Whilst Tourism WA already had a trip planner and account creation on their website, these focused purely on pre-trip engagement. Dream Pass needed to bridge the entire traveller journey by incorporating in-trip engagement within TWA’s existing, albeit limited, digital presence.
SOLUTION
A progressive web app, leveraging TWA’s existing account sign-up to strategic shift TWA’s logged-in state from a limited and stagnant member account into a personalised digital concierge with customised offers and routes. The versatile tool now provides TWA with:
- A cohesive digital ecosystem uniting unlogged and logged-in states, leveraging existing content to facilitate seamless user journeys.
- A high-value platform creating meaningfully engagement across all travel stages, not just planning phases. This allows TWA to appear more for great brand salience.
- Richer traveller data through improved user customisation to add travel preferences, supporting broader marketing initiatives.
- A new ID system, unlocking procurement opportunities, collaboration and long-term partnerships with local WA providers.
Your dream adventure starts here
To consolidate the digital eco-system and offering of Tourism WA, the member log in was defined as the key driver in combining both pre-planning and during visit engagement. This meant boosting the value that a free sign in provided users, providing a more holistic approach to TWA’s digital planning tools.
The transition also included consideration for signposting and eDM to existing members on the exciting evolution of their accounts and the extra features now available to them.
New features
Passes and packages for popular WA hotspots
Exclusives offers
Personalisation based on trip preferences
Enhanced wishlisting, with inbuilt collections
Distance calculator in trip planner
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Tourism Western Australia worked with The Brand Agency to establish the technical direction and UX Design for The Dream Pass, a new progressive web app designed to elevate visits to Western Australia and provide a platform for the discovery of incentives, member discounts and a place for users to access their trip plans on the go. Accessed via a log-in to westernaustralia.com, the Dream Pass needed a mobile-first design and a user experience that organised a rich feature set into a user-friendly travel companion. The team at The Brand Agency were excellent partners bringing smart UX thinking, clear technical leadership, and commitment that was felt at every stage.
- Chris Amson | Director Digital and Content - Tourism Western Australia
Visibility of WA's finest
With exclusives to the best around WA, Dream Pass provides significant boost to Tourism key partners and providers, including companies in the Dream Collective and the Good Food Guide, making access to WA best even easier.
