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COLOUR SCHEME: Form and CBH changed these silos in Northam. Photo: Attila Csaszar

Heart and soul plays marketing role

Given its vast size, selling the state as a holiday destination is a complex business; but energising those who live in WA to tell the story might be the key.

Rapid developments in digital technology are constantly changing how tourism is marketed, but the key challenge for Western Australia remains across all media – defining the state and its people, and taking that image to the world.

WA’s size and diversity has hindered the evolution of a single identity, according to marketing professionals, and probably kept some of the state’s most precious cultural assets hidden from sight.

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