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Tourism marketing blitz and free vouchers coincides with Western Australia border reopening

The Western Australian border has opened after two years of COVID-19 travel restrictions and to encourage interstate tourism, a $12 million Wander Out Yonder marketing campaign has been launched targeting billboards, social media, newspapers, magazines, television and radio spaces in Queensland, New South Wales and Victoria.

Along with this marketing blitz is the ‘Gifts From Western Australia’ campaign to encourages visitors to support WA tourism operators and boost local economy as border opens.

Funded by Western Australian Government’s $185 million Reconnect WA package, the Wander Out Yonder marketing campaign will deliver a series of high impact marketing initiatives between now and July and will also include partnerships with airlines and retail travel brands, offering WA travel itineraries and packages to help drive bookings to WA.

Unique scenes from across WA will take center stage in advertisements as the State looks to attract tourists and support local tourism operators.

The marketing drive will encourage holidaymakers to travel around the State exploring stunning coastlines, premium food and wine, exceptional art and culture, and ancient Aboriginal history and will feature all regions – including the Kimberley, Pilbara, Coral Coast, Goldfields-Esperance, South- West, Great Southern and Perth.

WA quokkas, whale sharks and Cable Beach-style camel trains will also pop-up in unexpected locations to capture the attention of potential travellers.

The Wander Out Yonder campaign has been extremely successful at driving Western Australians to discover and rediscover the extraordinary tourism experiences in their own State. The campaign encouraged locals to go further and stay longer to explore the wonders and adventures on offer in WA.

The Reconnect WA strategy was launched late last year to help give businesses and industries a competitive edge as part of the Safe Transition Plan. It included funding to target aviation, tourism, skilled workers and international students.

WA Premier Mark McGowan notes “after two years of dealing with the pandemic, I’d encourage tourists to head to WA to Wander Out Yonder and enjoy everything our State has to offer.”

WA Tourism Minister Roger Cook adds “we are looking forward to welcoming back our friends from the Eastern States. Western Australians have spent the past two years being tourist in their own backyard. They have discovered just how extraordinary our State is – from the phenomenal natural beauty to the deep Aboriginal culture.Now the rest of Australia is going to get ready to be amazed at the tourism adventures on offer.

“This new $12 million marketing campaign is just the start of an intense year of high impact marketing initiatives that will get interstate holidaymakers back to WA, and will support our world-class tourism operators as they adapt to the border reopening.”

Along with this marketing blitz, more than $500,000 worth of free tourism vouchers will be handed out at Perth Airport this week to welcome interstate and international arrivals – providing a major boost to local tourism operators as borders ease.

‘Gifts From Western Australia’ campaign encourages visitors to support WA tourism operators and boost local economy as border opens and includes 1,000 vouchers for international students

The State Government promotion, through Tourism WA, will begin after midnight on 3dr March and encourage visitors to support local tour and experience businesses during their trip to Western Australia.

The campaign will provide 3,400 ‘Gifts From Western Australia’ two-person vouchers, ranging in value from $150 to $2,200 for a three-day tour of Margaret River.

The vouchers offer tourism experiences from about 20 different operators, including skydiving at Rottnest Island, swimming with dolphins or touring Penguin Island, as well as sunset stargazing at the Pinnacles.

The giveaway includes 1,000 vouchers for StudyPerth to target international students.

Tourism WA is also delivering 200 toy quokkas to Qantas to be distributed on the first flights from Sydney and Melbourne, promoting Rottnest Island and ‘The World’s Happiest Animal’ to WA arrivals.

Premier McGowan added “when interstate and international travel returns in full on March 3, we want to encourage visitors to experience all we can offer, while ensuring local tourism operators enjoy the benefits.”

WA Tourism Minister Roger Cook advised “the vouchers, through Tourism WA, will also support and promote various tourism operators in Perth and the surrounding regions to thousands of incoming visitors.”

Image top: WA’s $12 million Wander Out Yonder marketing campaign; image above skydiving at Rottnest Island courtesy Tourism WA Facebook

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