Tourism Western Australia’s Walking On A Dream Campaign Inspires Singapore Residents to Make their Travel Dreams Come True

Tourism Western Australia launched the new Walking On A Dream brand campaign last month in Singapore to inspire Singapore residents to make their travel dreams in Western Australia come true. Singapore is the number one source market for international visitors to the state, representing over 24% of all inbound visitors for the September quarter.

The new campaign showcases to wonders of Western Australia, where giant whale sharks fly, vineyard grapes dance, and trees bend and dip as two Aboriginal dancers weave through dynamic landscapes in the Kimberley, Margaret River, Ningaloo and Perth.

Tourism Western Australia spent A$15 million on the campaign to feature across other media, including print, OOH, digital and social platforms.

Tourism WA Singapore and Malaysia Country Manager, Ava Ang said Western Australia offers a wealth of extraordinary experiences from wine discoveries to Aboriginal immersions, from high-end dining to shopping or swimming with whale sharks and everything in between. 

Tourism Western Australia has also launched the Ride To Fly Campaign with Grab on 24 November 2022 to entice Singaporeans to win their dream Western Australia escape. Three holidays to Western Australia including flights and three nights’ accommodation, each valued at S$3,200; ten Scoot flights to Perth, and 30,000 vouchers for S$88 off Scoot flights to Perth are up for grabs.

There were also additional chances to win by going to Tourism Western Australia’s microsite (https://www.wathedreamstate.com/) to answer trivia questions and discover fun facts about Australia’s largest state. This gamification element of the campaign has seen players far exceed the organisers’ expectations and shown that Singaporeans already have a good familiarity with Western Australia, although the tourism body is using the campaign to push out new destinations further afield than Perth, the Margaret River and Ningaloo Reef, which Singaporeans know and love.