Western Australia will be showcased as the ultimate destination for road trips in a new global tourism campaign led by famous Western Australian and Formula 1 driver Daniel Ricciardo.
The Drive the Dream campaign invites travellers to explore Western Australia as the ultimate destination for a self-drive holiday and follows Ricciardo and his best mate Blake on their road trip from Perth to Exmouth along the Coral Coast Highway.
The pair enjoy a number of iconic Western Australian tourism experiences, including swimming with whale sharks, catching and cooking fish as part of an Aboriginal cultural experience and camping out at Bullara Station.
The campaign will be rolled out over the next 12 months across Australia and the State’s key international markets, including Europe, the UK, South East Asia and Japan, aiming to attract visitors to WA and inspire them to take their own road trip.
Drive the Dream will also include partnerships with Qantas, Trip.com and Expedia, to encourage travel bookings to Western Australia.
The campaign is a follow up to last year’s launch of WA’s global tourism brand Walking on a Dream, and was supported by an all-Western Australian crew to bring it to life.
Premier Roger Cook commented, “Western Australia is a spectacular tourism destination, brimming with stunning landscapes best explored from behind the wheel.
“Drive the Dream is the latest instalment of the Walking on a Dream campaign, to further entice travellers to experience our State via the open road.
“Daniel Ricciardo is the perfect talent to front this campaign, as a proud Western Australian and global Formula 1 superstar, to help draw thousands of out-of-state visitors to WA to explore the one-of-a-kind adventures on offer – creating local jobs and supporting local business right across the State.”
Rita Saffioti, Tourism Minister, said, “WA has incredible, vibrant communities and destinations across the State which are just waiting to be explored by travellers from far and wide.
“It seems only fitting that such an iconic road trip is experienced and showcased to the world by proud Western Australian and Formula 1 driver Daniel Ricciardo, and we’re thrilled to have his support to encourage people from around the world to experience what WA has to offer.
“‘We can’t wait to welcome travellers to our beautiful State as a result of this campaign, which will support local businesses and boost our local tourism and hospitality industries.”