❓ The Minister for Tourism details the launch of the "Experience Extraordinary" campaign, a $3.6 million national media campaign featuring advertisements showcasing WA's scenery to attract adventure-seeking tourists and increase tourism spend.
AnsweredQoN 542Legislative Assembly
QuestionView source ↗
TOURISM —
''EXPERIENCE EXTRAORDINARY'' CAMPAIGN
542. Mr C.D. HATTON to the Minister for Tourism:
I understand the minister launched two new tourism brand
advertisements this morning. Will the minister please update the house on how
they will be used to sell Western Australia and increase visitor numbers?
''EXPERIENCE EXTRAORDINARY'' CAMPAIGN
542. Mr C.D. HATTON to the Minister for Tourism:
I understand the minister launched two new tourism brand
advertisements this morning. Will the minister please update the house on how
they will be used to sell Western Australia and increase visitor numbers?
AnswerView source ↗
I thank the member for Balcatta for this question and his
interest in tourism in Western Australia. Earlier today I had the pleasure of
launching the latest ''Experience Extraordinary'' brand
advertising films for Tourism WA. The films are extraordinary; they detail
breathtaking scenery from around Western Australia and are part of a $3.6 million
national media campaign that begins this weekend. These films have been put
together in response to the market research that Tourism WA has done. That
market research has identified that we should target people who enjoy an
adventure holiday, who want to get to places where they can reconnect with
their loved ones, connect with the landscape and have a truly extraordinary
experience that they can take back and value and that will form part of their
memories for a long period. These advertisements unashamedly feature actors who
are couples in reality and they showcase the north west region of Western
Australia and the south west region.
Mr P.B. Watson :
What about the great southern?
The SPEAKER : Member for Albany!
Mrs L.M. HARVEY :
The feedback we have had from focus groups on these commercials is that they
hit the mark. I am really looking forward to them going mainstream. They form
part of a $3.6 million national media campaign that, as I said, commences this
weekend. There will be free-to-air commercial time and paid television
commercial time; they will be screened in cinemas across Australia in Sydney,
Melbourne and Perth; and they will be screened as part of an outdoor-cinema
advertising campaign commencing in December. As a pat on the back for the
producers of these commercials and indeed Tourism WA, Qantas has been so
impressed that it wants them to form part of its in-flight advertising program
and, indeed, the ads will form part of our marketing partnership with Qantas
that I announced last week, which is a $7.65 million marketing campaign.
Mr P.B. Watson interjected.
Mrs
L.M. HARVEY : There are features of the great southern. I think the member
for Albany will be most impressed when he sees some of the features of his
region.
Mr
P.B. Watson : We're not the south west; we're the great
southern.
Several members interjected.
The SPEAKER : Members! Member
for Albany!
Mrs
L.M. HARVEY : The campaign features some of my favourite places in the
Kimberley. These advertisements form part of our strategy to increase the value
of the tourism spend in Western Australia to $12 billion by 2020. If we get the
expected leverage, we expect the value-for-money return on investment will be
$14 for every $1 invested.
Mr P.B. Watson interjected.
The SPEAKER :
Member for Albany!
Mrs L.M. HARVEY : I
encourage members to keep an eye out for these commercials because they are,
indeed, a great screening experience and we believe they will bring a wide
range of travellers to Western Australia.
interest in tourism in Western Australia. Earlier today I had the pleasure of
launching the latest ''Experience Extraordinary'' brand
advertising films for Tourism WA. The films are extraordinary; they detail
breathtaking scenery from around Western Australia and are part of a $3.6 million
national media campaign that begins this weekend. These films have been put
together in response to the market research that Tourism WA has done. That
market research has identified that we should target people who enjoy an
adventure holiday, who want to get to places where they can reconnect with
their loved ones, connect with the landscape and have a truly extraordinary
experience that they can take back and value and that will form part of their
memories for a long period. These advertisements unashamedly feature actors who
are couples in reality and they showcase the north west region of Western
Australia and the south west region.
Mr P.B. Watson :
What about the great southern?
The SPEAKER : Member for Albany!
Mrs L.M. HARVEY :
The feedback we have had from focus groups on these commercials is that they
hit the mark. I am really looking forward to them going mainstream. They form
part of a $3.6 million national media campaign that, as I said, commences this
weekend. There will be free-to-air commercial time and paid television
commercial time; they will be screened in cinemas across Australia in Sydney,
Melbourne and Perth; and they will be screened as part of an outdoor-cinema
advertising campaign commencing in December. As a pat on the back for the
producers of these commercials and indeed Tourism WA, Qantas has been so
impressed that it wants them to form part of its in-flight advertising program
and, indeed, the ads will form part of our marketing partnership with Qantas
that I announced last week, which is a $7.65 million marketing campaign.
Mr P.B. Watson interjected.
Mrs
L.M. HARVEY : There are features of the great southern. I think the member
for Albany will be most impressed when he sees some of the features of his
region.
Mr
P.B. Watson : We're not the south west; we're the great
southern.
Several members interjected.
The SPEAKER : Members! Member
for Albany!
Mrs
L.M. HARVEY : The campaign features some of my favourite places in the
Kimberley. These advertisements form part of our strategy to increase the value
of the tourism spend in Western Australia to $12 billion by 2020. If we get the
expected leverage, we expect the value-for-money return on investment will be
$14 for every $1 invested.
Mr P.B. Watson interjected.
The SPEAKER :
Member for Albany!
Mrs L.M. HARVEY : I
encourage members to keep an eye out for these commercials because they are,
indeed, a great screening experience and we believe they will bring a wide
range of travellers to Western Australia.
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