A modern representation of an animistic dream.
Tourism WA teamed with Perth-based creative The Brand Agency and media agency Initiative to launch WA’s global tourism brand, Walking On A Dream.
Walking On A Dream invites travellers to visit Western Australia to explore the attributes that make the state a wondrous, and dream-like place.
The Walking On A Dream brand will underpin Tourism WA’s marketing activities and campaigns into the future and was developed with the support of the WA Government's $195 million reconnect WA funding package.
Western Australia’s deputy premier and minister for tourism, Roger Cook, said: "Walking On A Dream is inspired by WA's unique Aboriginal culture in an artistic, authentic way, in line with the State Government’s Jina Plan objective to make WA the nation's premier Aboriginal tourism destination.
"This new campaign will ensure that WA stands out as one of the world's most unique, memorable and most desirable places to visit, now and well into the future."
Tourism WA managing director Carolyn Turnbull said: “Walking On A Dream was built upon the four destination-defining pillars of time, space, connection and freedom – themes we know are incredibly important to travellers.
“This new brand will ultimately help turbocharge visitor numbers to WA and provide a significant financial boost to the State’s economy.”
The brand agency executive creative director Dean Hunt said: “The extreme competitiveness of the global tourism market, post global lockdown, inspired us to create something unique to Western Australia.
"Our Walking on a Dream creative is a modern representation of an animistic dream and a true showcase of otherworldly Western Australia, and Western Australian talent.”
The domestic launch of Tourism WA’s new brand will include television, online video, large format out-of-home, paid social, digital, press, and trade partner activity, all used at different parts of the conversion funnel.
Credits:
Tourism WA
Managing Director Carolyn Turnbull
A/Executive Director Marketing, Melissa Forbes
Director Brand and Marketing, Angela Raso
Brand and Marketing Manager, Luke Lenzarini
Creative Agency, The Brand Agency
Executive Creative Director, Dean Hunt
Senior Art Director, Niall Stephens
Senior Copywriter, Dan Debuf
Head of Design, Dan Agostino
Designers, Mindy Lee, Janice Law
Strategy Director, Emily Colman
Business Director, Brendon Lewis
Account Director, Ruby Broun
Senior Account Manager, Christina Tilenni
Agency Producer, Rylie Bannan
Production Company, Clockwork Films & King Street
Director, Hans Emanual Edwards
Executive Producer, Heath George (Clockwork)
Executive Producer, Katie Trew (King Street)
Producer / Locations, Claire Burton
Locations Consultant, Mike Montague
1st AD Brad Holyoake
Production Manager, Caeley Wesson
Production Assistant, Rachel Hawkins & Alexandra Nell, Kate Separavich
DoP, Liam Gilmore
First AC, Austin Haigh
2nd AC: Brianna Trinidad
Trinity / Stedicam, Damien King
Underwater Cinematographer, Rick Rifici
Drone Pilot, Stefan Kraus
Drone Camera Operator Russel Morris
Gaffer, Grant Wilson
Best Boy, Alfie Rashid
Grip, Greg McKie
Wardrobe, Helen Fitzgerald & Marcia Ball
H&MU Kate Farmer and Nadia Duca
Choreographer, Amrita Hepi
Talent, Rika Hamaguchi & Ian Wilkes
Stills Photographer, Mauro Palmieri, Ian Regnard
Retoucher, Adam Hayes, Nicola Commons
Postproduction, UPP
VFX Supervisor, Mario Dubec
GFX animation Tracey Kim
Offline Editor Giacomo Prestinari
Music, Empire of the Sun
Music Supervisor, Helena Czajka
Sound Engineering, Universal Music
Audio Post, Massive Music
Media Agency, Initiative
Head of Client Services, Steve Hare
Associate Director, Molly Trumble
Investment Executive, Emily Whyte
Performance Manager, Agostina Scagliotti
Addressable Manager, Julian Speller
Strategy Director, Jessy Van Der Geest,
