Walking on a Dream
Western Australia’s challenge in jostling for tourist attention post-pandemic was compounded by its remoteness and prolonged border closures. Tourism WA launched its ‘Walking on a Dream’ campaign to set a new global brand for the state, as part of the $195 million reconnect WA package in 2021, inviting visitors to connect with themselves, with others, and the land upon which we walk, in our dreamlike state.
CHALLENGE
As the world awakened from the COVID-19 pandemic, Western Australia faced intense competition for tourism dollars. Despite a $195 million "Reconnect WA" package, the state needed a compelling global tourism brand to rejuvenate its vital tourism industry and compete against everyone from Stockholm to Sydney.
OUR THREATS
- We're a long way from just about anywhere
- WA has an awareness issue
- Our borders were closed for almost two years
OUR OPPORTUNITIES
- How to craft a strong, distinctive positioning for WA as a tourism destination
- How to outsmart rather than outspend
- Use our platform to realise the state’s tourism strategy
SOLUTION
Western Australia. Walking on a Dream.
Inspired by Aboriginal culture, Tourism WA launched its global brand campaign highlighting the interconnectedness of the natural world. People, animals, plants, and landforms - seen as interconnected bodies in constant conversation with each other. Through this lens, Western Australia is portrayed as a dreamlike, otherworldly destination.
Western Australia. Walking on a Dream.
Our creative approach centred on the connection of two people who find each other in a dream. As they explore their new bond, they awaken the land on which they walk. The interplay between the stunning Western Australian landscape, music and Aboriginal inspired dance invites viewers to open their minds and hearts to the land, which will open itself to you.
The dream is augmented with sparing use of high-end visual effects that respond to the dancers as they connect with each other and their environment.
