WA government launches marketing campaign targeting tourists, students and workers: “It’s not like the others”

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WA launched its sales pitch to the world, ringing the appeal for international tourists, students, migrant workers and investors.

The ad campaign – titled “Western Australia – unlike any other” – follows Premier Mark McGowan’s announcement that the state’s hard border would fall permanently on February 5 next year.

The launch also coincides with Qantas’ unveiling of its plans for direct flights between Perth and Rome from June and the return of daily nonstop service between Perth and London from April.

DISCOVER THE PITCH IN THE VIDEO PLAYER ABOVE

The campaign aims to capitalize on WA’s performance throughout the pandemic and position the state as “safe, stable and strong” with the aim of reviving the tourism and international education sectors and addressing shortages. critical skills across a wide range of industries.

Video to be shown in international markets features shots of Optus Stadium, Elizabeth Quay, camel rides on Broome Cable Beach, waterfalls in the Kimberley, Aboriginal rock art.

“Our wealth in beauty and natural resources is so vast that there is always something new to discover,” says the advertisement.

“A feeling of connection runs through us. From Perth – one of the safest and most enjoyable cities in the world – to our welcoming and charming regional communities.

“We are fortunate to enjoy the lifestyle that most people only dream of. “

Camera iconThe ad campaign – titled “Western Australia – unlike any other” – follows Premier Mark McGowan’s announcement that the state’s hard border would fall permanently on February 5 next year. Credit: Government WA
The launch also coincides with Qantas' unveiling of its plans for direct flights between Perth and Rome from June and the return of daily nonstop service between Perth and London from April.
Camera iconThe launch also coincides with Qantas’ unveiling of its plans for direct flights between Perth and Rome from June and the return of daily nonstop service between Perth and London from April. Credit: Government WA

After highlighting WA’s “World’s Leading Industries” including tourism, education, energy, mining, defense, agriculture, and medical sciences, the ad ends with a call to action.

“Sharing a time zone with more than half of the world’s population makes it so easy to invest, buy, travel, work and study in our great state,” the clip says.

“No matter what you know about Western Australia, there are a lot of new opportunities to be discovered.”

A specially created website, likenoother.wa.gov.au, has additional information and videos specifically aimed at tourists, students, investors and potential migrants – including links to Seek announcements for roles in WA.

“As the most affordable capital in the country to buy a home and a major construction pipeline, there’s no better time to build a life in WA,” the website read.

The campaign is the first step in the McGowan government’s $ 65 million marketing strategy, announced as part of the larger $ 186 million Reconnect WA program.

WA launched its sales pitch to the world.
Camera iconWA launched its sales pitch to the world. Credit: Government WA

“Western Australia is secure, stable and strong, and we look forward to welcoming the world back to our shores,” said Mr. McGowan.

“We are proud of what we have accomplished together to make Western Australia one of the most attractive places to live, work, study and visit.

“Although the state is known for its wealth of beauty and natural resources, there is so much more to know, experience and discover about Western Australia – it is truly unlike any other.”


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