Explore WA through the diverse road trip itineraries.
Tourism WA has teamed up with Perth-based agency Rhythm and media agency Initiative to deliver the second iteration of ‘Drive the Dream’.
The campaign, featuring Western Australian-born Formula 1 driver Daniel Ricciardo, launched in Australia and Singapore ahead of the Formula 1 Grand Prix.
‘Drive the Dream’ invites travellers to hit the open road and explore WA through the diverse road trip itineraries that make the state the perfect self-drive holiday destination.
The film shows Ricciardo and his best mate Blake on a road trip from Perth through the Margaret River Region and beyond.
The launch includes a global partnership with Skyscanner, Qantas Hotels and Holidays within interstate markets and C-Trip in China to encourage people to visit WA.
The work has been translated into eight different languages and will continue to roll out in WA’s key international markets over the next 12 months.
Tourism WA's acting managing director Steph Underwood said she was pleased to again partner with Ricciardo and share his journey of adventure, indulgence and reconnection in WA.
“Daniel’s global reach, profile and pride for his home state will connect with our target market, the High Yield Traveller,” she said.
“Tourism WA aims to ignite a sense of adventure in every traveller, and this second ‘Drive the Dream’ campaign is the perfect way to do just that and build on the foundation of WA’s global brand ‘Walking On A Dream’.
“The continuation of this campaign will put West Australian road trips firmly on the ‘must do’ list and solidify our position as one of the world’s most unique, memorable, and sought-after travel destinations.”
Credits:
Tourism WA
A/Managing Director Steph Underwood
Executive Director Marketing, Melissa Forbes
Director Brand and Creative, Angela Raso
Brand and Creative Manager, Luke Lenzarini
Brand and Creative Officer, Josh Colum
Producer/Editor, Evan Scott
Production Company, Rhythm Films
Project Manager, Jodie Hameister
Art Director, Stef Langton
Copywriter, Gordon Haynes
Director/Editor, Adam Rule
Executive Producer, Candice Shields
DOP, Justin Griffiths
1st AD, Kiran Wilson
Photographer, Jarrad Seng
1st AC, Dan Stone
2nd AC, Brianna Trinidad
Gaffer, Michael Sgro
Grip, Tim Whitlock
Unit Manager/Driver, Andrew Shields
Production Coordinator, Adam Keogh
Underwater DOP, Tom Jennings
Drone Operator, Stefan Kraus
Sound Recordist, Brett Stayt
Groomer, Kate Farmer
Wardrobe, Clare Ryan
Gear, Raz Rentals
Music Composition, Andrew Wright
Sound Design, Justin Braine
Colour, Angela Cerasi
Media Agency, Initiative
Client Advice & Comms Design Director, Molly Trumble
Investment Manager, Yamila Cano
Investment Executive, Danielle Miaris
Investment Associate, Naomi Cauchi
Associate Performance Director, Agostina Scagliotti
Snr Manager, Addressable Activation, Julian Speller
Talent
Hero Talent: Daniel Ricciardo
Hero Talent: Blake Mills
Talent Management: Blake Friend
Featured Operators: Kym Gibson from Adventure Connections, Gene Hardy from Cape to Cape Explorer Tours, Simon Tien and Eve Fleming from Margaret River Surfing Academy, Josh Whiteland from Koomal Dreaming, Injidup Spa Retreat, Heyscape Tiny Cabins, Ampersand Estates, Amelia Park West Australian musicians: South Summit, Jae Laffer, Jocelyn's Baby, Riley Pearce, Andrew Wright
