Tourism WA.
Tourism WA’s next ‘Walking on a Dream’ campaign has sparked debate around the decision to source a producer from the East Coast.
Western Australia-based full service-agency The Brand Agency will lead development and production, while an Australian producer from outside the state will lead the production.
IN:WA representation lead Mark Braddock told AdNews that TourismWA’s decision was disappointing.
“While we understand these decisions are often made through appointed agencies, we believe it’s critical that the State’s major promotional campaigns are made locally — by the people who know Western Australia best,” Braddock said.
“West Australians are best placed to tell our own stories, with the nuance, cultural insight and authenticity that today’s visitors increasingly seek.
“The WA Government has shown real leadership in supporting the creative industries — through the Creative WA policy, the Diversify WA strategy and the $235 million investment in new screen infrastructure.
“But without local commercial work to sustain our talent and businesses, that vision is at risk.”
The 'taxpayer funded campaign', according to the ABC, can deliver a higher value for money when working with the east-coast production company. A decision made by Tourism WA after a competitive pitch.
A Tourism WA spokesperson said that they had to balance the need to boost local business where possible and produce a competitive piece of advertising so they can attract more tourists to WA.
“A highly specialised skill set is required for this new creative, meaning an Australian director was procured after The Brand Agency carried out a thorough assessment of all available local talent," they said.
“More than 70% of the upcoming brand campaign will be delivered through WA crew, and Tourism WA is committed to working with local creatives to further build capability in WA’s film sector.
“We are committed to continuing to work with WA creative businesses on other elements of the brand project, and on new tourism projects in future.”
The conversation also made it past the local government, where premier Roger Cook and Deputy Liberal leader Libby Mettam also expressed disappointment in the decision.
Tumbleturn’s managing partner Jen Davidson said that the discourse felt like an overstep.
“While the agency is based in WA and the day-to-day campaign work is being led by local talent, it's also the agency’s responsibility to select the best production partner for the job,” Davidson said.
“In this case, they reviewed a broad range of options and selected an East Coast company best suited to the brief.
“This presents a valuable opportunity for WA production companies to reflect on how they can make their pitches more competitive.
“Importantly, the decision keeps the work within the Australian creative ecosystem- an East Coast partnership is a far cry from offshoring.
“At the end of the day, it’s about finding the right balance: championing local talent while ensuring the output meets the highest possible standards.”
When reviewing other government tourism commissions, Tourism South Australia had worked with South Australian agencies Frame Creative, Carat SA, Fuller and more.
A South Australia Tourism Commission spokesperson said that in 2023, the South Australian Tourism Commission established a panel of creative agencies consisting exclusively of South Australian creative agencies.
"In the past 12 months, we have worked with Frame Creative to develop our new destination brand platform ‘Celebrate the Simple Pleasures’ and contracted several other South Australian creative agencies on event marketing campaigns,” they said.
“We are not currently working with any interstate creative agencies as we are actively trying to support and grow our South Australian creative industries.
“We have a vibrant inspired community in South Australia and our new destination brand platform was created with the philosophy to actively celebrate our State’s creativity.”
The Northern Territory Government also has a panel of NT based creative service agencies.
They have worked with East-Coast agencies CHEP Network (now Clemenger BBDO), Atomic 212 and Edelman.
“Tourism NT has a panel of creative agencies based in multiple locations including the NT, Melbourne and Sydney,” Northern Territory Government senior communications officer Cindy McIntyre said.
“The Northern Territory Government also has a panel of NT based creative service agencies which can be accessed.
“The Tourism NT marketing team have extensive knowledge of the destination and ensure the NT is represented accurately in all campaigns.”
In order to support local agencies, Braddock said there is a broader challenge in how procurement processes connect with local industry.
“We’ve recently met with Tourism WA, and we’re grateful for how open and generous they were with their time," Braddock said.
“We look forward to continuing to work with them to understand any specific skills or capacity gaps they’ve identified - so that future work can be confidently awarded to WA-based and WA-owned businesses.”
“We believe government can support local creative industries by embedding expectations that work is produced locally wherever possible, ensuring WA-owned suppliers are genuinely considered, not just contacted.
“Decoupling production procurement from creative agency appointment where appropriate, strengthening oversight and accountability across panel arrangements and supporting CUAMCS2025 reforms, including a standalone Production category.
“IN:WA’s goal is simple: to keep local talent working, local businesses growing, and WA’s creative industry thriving.
“We’re not asking for protectionism, we’re asking for alignment between what government says and what it does.”
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