Experience Extraordinary

25 September 2013

Advertiser: WA Tourism
Media Agency: OMD Sydney

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WA Tourism has kicked of a $3.6 million campaign called 'Experience Extraordinary'. The state government expects two cinema and TV ads, showcasing the state's North West and South West, to generate tens of millions of dollars in tourist revenue.

Tourism Minister Liza Harvey said in a statement: "The new advertising is expected to generate tens of millions of dollars of economic return for the state’s economy, and help us achieve our goal of increasing the value of the state’s tourism industry from $7.5 billion in 2012 to $12 billion by 2020.
"The advertising aims to create an emotional connection with people by focusing on getting away from everyday life and reconnecting with those who matter the most, while experiencing the magic and beauty of extraordinary WA.

"This new campaign comes at an ideal time, with the State Government recently signing a major $7.65 million co-operative marketing deal with Qantas, one of the biggest airline partnerships in Western Australia's history."

Regional Development Minister Brendon Grylls said the Royalties for Regions-funded Regional Tourism Marketing Program provided vital support for the new campaign and also the '1001 Extraordinary Experiences' campaign.

"Increased visitation generated by these campaigns will help to boost regional tourism businesses, local economies and make a valuable contribution towards building sustainable communities," he said.

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