Marketforce, Flare create new ‘Re’ campaign for Destination Perth to drive local tourism

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Destination Perth, along with Marketforce and its content agency, Flare, has launched a new tourism campaign to drive visitors to the doorstep of local tourism businesses over the next 10 weeks.


The agency said the ‘RE’ campaign is a little different to the standard destination marketing campaign, because it puts optimistic and passionate WA small business owners front-and-centre. The stories focus on lessons learnt from the COVID-19 lockdown, how those lessons will be applied in this new recovery phase, and why that will improve the customer experience.

In a competitive and overcrowded marketplace, the campaign was conceived and delivered through a collaborative approach, with contributing local government partners and local tourism associations.

“It was fantastic to see more than a dozen partners supporting such a great project with over forty local businesses taking part. Every story in this campaign is unique” said Brad Haseldine from Marketforce, “and will inspire people of Perth to get out on the road and explore our own backyard.”

“Local tourism operators are mostly bespoke family businesses, and all of them have shown incredible resilience and entrepreneurial spirit to survive these challenging last few months,” said Tracey Cinavas-Prosser, the CEO of Destination Perth, “these stories are truly inspiring”.

Every one of the 45 businesses profiled has a “re” story to tell. One of recovery, refresh, reboot, rekindle, rediscover, reconnect, or reskill. All located within an hour from Perth.

“These stories capture the bold and brave nature of local people who dedicate themselves to ensuring Western Australians have fantastic adventures,” said Dixie Marshall, the Executive Producer of Flare.