Tourism WA continues partnership with The Brand Agency awarding a new five-year contract
Tourism Western Australia has reappointed The Brand Agency its new Creative Services contract to continue bringing ‘Walking On A Dream’ to the world. The contract was awarded effective 20 March 2024 and will be in place for up to five years.
Tourism WA and The Brand Agency worked together to launch the highly successful Walking On A Dream destination brand for Western Australia in September 2022. Since the new brand launch in September 2022, annual visitor spend in Western Australia increased by around 36 per cent from $12.27 billion to $17.7 billion in December 2023.
In November 2023, Tourism WA and The Brand Agency were nominated for an ARIA Music Award for Best Use of an Australian Recording in an Advertisement category after Empire Of The Sun re- recorded their hit single “Walking On A Dream” to support the brand.
Tourism WA’s Managing Director, Carolyn Turnbull, said: “I was delighted to continue the agency’s partnership with The Brand Agency following the success of the destination brand.
“Walking On A Dream has been truly embraced by the tourism industry in Western Australia, so we will be proud to again work in partnership with The Brand Agency to continue to deliver this inspiring and unified brand and bring even more visitors to Western Australia, the Dream State.
“The Brand Agency will strengthen Western Australia’s global brand to drive awareness, consideration, and conversion, and help us achieve our vision for Western Australia to be recognised as a world class destination, immersing people in our unique cultures, communities and environment.”
Walking On A Dream has launched across major global cities including London, New York, Singapore, and Tokyo and will continue to be the global brand platform for the next five years.
The Brand Agency’s Business Director, Brendon Lewis, said: “Working with Tourism WA on the development and global rollout of Walking On A Dream has been an incredible experience for everyone at the agency.
“Knowing we can continue to evolve the brand is exciting, we can’t wait to see where we take it. We thank Tourism WA for their confidence in us as we continue this very important work for the tourism industry in Western Australia.”
Find out more about Walking On A Dream at tourism.wa.gov.au/.
10 Comments
Huge win for Brand and good it’s staying in WA.
They are probably the only agency that could deliver in WA. Interesting that they’ve gone to just one agency when a lot of other clients are operating panels to try and keep everyone happy. Good on them.
Agree a huge win for Brand (well done)
Agree a huge win for WA and it staying here (the money should ALWAYS stay here)
But can’t agree on Brand being the ONLY agency that could deliver…
PLENTY of good talent in WA. But this is safe. So let’s call it what it is.
Suggesting this bland campaign is responsible for the uptick in tourism numbers rather than the entire state opening up post Covid is ambitious.
Great to retain this account in WA, but I strongly disagree that The Brand Agency are the only ones that could deliver in WA. There are many other agencies, including the smaller indies that have the capability, creativity and sheer gumption to produce world-class content promoting our great state. Well done to The Brand Agency, but don’t mistake ‘size’ for ‘skill’.
It would be fair to assume that all these other agencies in WA that have the ‘skill’ also had the opportunity to go through the extensive pitch process to prove their worthiness.
What is a big agency but a small one with lots of big clients?
“Assume” “pitch process”
Congratulations Brand Agency!
Pumped to see a win for the Brand which will keep this client (and their money) in our state… but will the same be true with all of the vendors involved in making the work? Hope to see local production on this too.
Agree.