06/01/2020 - 10:34

New marketing campaigns to promote WA in Europe

06/01/2020 - 10:34

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Tourism Minister Paul Papalia announced a series of marketing campaigns with tourism operators in Germany, Switzerland and the UK in December as part of the state government’s $12 million marketing campaign targeting European tourists.

Paul Papalia cited the success of marketing campaigns in South-East Asia as precedent for increased marketing throughout Europe. Photo: Attila Csaszar

Tourism Minister Paul Papalia announced a series of marketing campaigns with tourism operators in Germany, Switzerland and the UK in December as part of the state government’s $12 million marketing campaign targeting European tourists.

Under the partnerships, established through Tourism WA, the state will be marketed as a first-stop destination throughout Europe, emphasising its unique destinations and ease of access through Asia.

Mr Papalia said these partnerships would help showcase the state’s holiday experiences, citing previous success of similar campaigns in South-East Asia to increase arrivals to the state.

“Last financial year visitors from the UK, Germany and Switzerland spent $359 million in Western Australia, so we know these visitors have a sense of adventure and are willing to take a longer holiday to really explore our state,” he said.

“Increasing the number of international visitors will help us grow tourism in WA, boost the economy and create local jobs, which is why we committed an extra $12 million to Tourism WA's international marketing activity.”

In the UK, Tourism WA will work alongside two operators, dnata Travel Group and Trailfinders, to promote the state’s road trips and wildlife experiences.

Trailfinders, one of the UK’s most prominent travel agencies, will promote the state with an offer for visitors of two free nights of accommodation for bookings of five nights or more.

The partnerships with Travel Group and Trailfinders will run until June and March, respectively.

“This is our most aggressive campaign to date to make sure Perth has pole position when it comes to UK tourists choosing a jumping-off point for their Aussie adventure,” Mr Papalia said.

“Starting their holiday here is key to winning them over to spend more time and money in our state.

“We see huge potential to grow our visitor numbers with Trailfinders selling the positives of Perth as a first-stop destination to their customers.”

In Germany, Tourism WA will partner with FTI Touristik, which awarded WA the title of ‘Highlight of the Year’ in 2018.

Promotional materials, such as in-store signage and advertising, will run in FTI storefronts until June.

Elsewhere in Germany, Best of Travel Group will promote the state’s road trip holidays as well as its ease of access via Singapore Airlines, a key partner of Tourism WA, in brochures inserted into magazines and newspapers distributed across the two countries.

Singapore Airlines will also aid Tourism WA’s partnership with knecht reisen, a Swiss travel agency that had previously promoted WA as part of a broader ‘Australia’s Wilde Side’ campaign.

Both campaigns will run until June.

Boomerang Reisen will also promote the state in German and Swiss media markets through a series of television advertisements and assorted social media campaigns, with that campaign set to run until December.

Mr Papalia said these campaigns would aim to change traditional perceptions of Perth, and instead emphasise the diverse array of holiday options it has to offer.

“It is the biggest international marketing push in the state's history and we hope to see thousands more people come to WA as a result of this surge in activity,” he said.

Responding to the news at the time, Tourism Council WA chief executive Evan Hall welcomed the news, saying the campaigns would drive tourism to regional WA.

“This next tranche of advertising targeting travellers from Europe will drive tourism to areas like Broome and the Kimberley, and Kalbarri and the Coral Coast,” he said.

“And while these visitors enjoy regional WA, they will be creating jobs for locals.”

“We are seeing a real reversal of fortunes in the international market for WA, with the return of international visitors a direct result of the injection of additional marketing funding.”

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