❓ A parliamentary question regarding Tourism WA's new brand and marketing campaign, specifically questioning the use of the taxi industry in the campaign and seeking information on public relations strategies and feedback. The Minister declined to answer part 1 due to it seeking an opinion.
AnsweredQoN 1690Legislative Council
QuestionView source ↗
I refer to the 7 February 2010 launch of Tourism WA’s new brand and marketing campaign, which has been developed together with Tourism WA’s new advertising agency, Host Pty Ltd of Sydney, and I ask -
(1) Does the Minister really believe it is wise to highlight Western Australia’s taxi industry in a marketing campaign, that is supposed to convince interstate and international holiday makers that Western Australia is a great place to visit?
(2) How does Tourism WA’s Public Relations officers plan to leverage the campaign and obtain positive coverage in both the domestic and international travel media?
(3) Has the Minister received, or is the Minister aware of any negative feedback or concerns about the new campaign, either from within Tourism WA or elsewhere?
(4) If yes to (3), -
(a) what were those concerns; and
(b) what is the Minister’s response to those concerns?
(1) Does the Minister really believe it is wise to highlight Western Australia’s taxi industry in a marketing campaign, that is supposed to convince interstate and international holiday makers that Western Australia is a great place to visit?
(2) How does Tourism WA’s Public Relations officers plan to leverage the campaign and obtain positive coverage in both the domestic and international travel media?
(3) Has the Minister received, or is the Minister aware of any negative feedback or concerns about the new campaign, either from within Tourism WA or elsewhere?
(4) If yes to (3), -
(a) what were those concerns; and
(b) what is the Minister’s response to those concerns?
AnswerView source ↗
Answered
20 April 2010
Responded by
Minister for Environment representing the Minister for Tourism
Response time
48 days
(1) In accordance with the advice of the President of the Legislative Council dated 16 March 2010, I decline to supply an answer, as this question, which seeks an expression of opinion, offends against the
Standing Orders of the Legislative Council
. For future reference, please find attached a copy of the relevant Standing Order [see tabled paper no.].
(2) Tourism WA's Public Relations officers will write and distribute media releases and feature articles about the campaign, provide electronic media content and photography opportunities, and produce a television documentary for national distribution in conjunction with Channel 7. International wire services will be used to obtain international coverage. Specific journalists will be contacted for story placement.
(3) Yes.
(4)(a)&(b) Concerns were received from two people who assumed the taxi was intended to be literally interpreted as a way to see the entire State. The Minister for Tourism responded with the following advice:
· The use of a taxi is not intended to be taken literally but rather as a promotional concept;
· The Extraordinary Taxi Ride campaign is the first in what will be a series of different ideas to promote the new WA tourism brand, 'Experience Extraordinary'; and
· Market research supported the idea.
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Standing Orders of the Legislative Council
. For future reference, please find attached a copy of the relevant Standing Order [see tabled paper no.].
(2) Tourism WA's Public Relations officers will write and distribute media releases and feature articles about the campaign, provide electronic media content and photography opportunities, and produce a television documentary for national distribution in conjunction with Channel 7. International wire services will be used to obtain international coverage. Specific journalists will be contacted for story placement.
(3) Yes.
(4)(a)&(b) Concerns were received from two people who assumed the taxi was intended to be literally interpreted as a way to see the entire State. The Minister for Tourism responded with the following advice:
· The use of a taxi is not intended to be taken literally but rather as a promotional concept;
· The Extraordinary Taxi Ride campaign is the first in what will be a series of different ideas to promote the new WA tourism brand, 'Experience Extraordinary'; and
· Market research supported the idea.
Notice: This document is created or edited using unregistered or evaluation copy of rtLib valid for testing or development purposes only. To use it for productive or any other purposes please register it. You may purchase the license on
http://www.rtlib.com
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