- New 'Drive the Dream' campaign launches in Australia and Singapore for F1 Grand Prix
- Daniel Ricciardo stars in second iteration of popular tourism campaign
- Showcases new road trip from Perth to Margaret River Region and beyond to attract interstate and international visitors to Western Australia
- Current iteration of the Daniel Ricciardo 'Drive the Dream' campaign has reached over 136 million people
Western Australian road trips are set to shine again as the second iteration of 'Drive the Dream', featuring WA-born Formula 1 driver Daniel Ricciardo, launches at the Singapore Grand Prix.
In market from today, the tourism campaign will target visitors from Singapore and across Australia over the next four weeks, enticing travellers with a cinematic short film celebrating Western Australia as the ultimate destination for a self-drive holiday.
The film shows Ricciardo and his best mate Blake embarking on another epic road trip, this time from Perth through the Margaret River Region and beyond, where they go mountain biking in Collie, trek parts of the Cape to Cape Track, visit a winery in Margaret River, learn to surf at Gas Bay and wander through Ngilgi Cave in Yallingup.
The campaign also includes partnerships with Qantas Hotels and Holidays, Skyscanner and C-Trip to encourage travel bookings to WA.
The short film has been translated into eight different languages and will also rollout in key international markets over the next 12 months.
Singapore is WA's second largest international market by both visitor spend and volume of inbound travellers, with 92,000 visitors injecting $258 million into the State in the year ending March 2024.
This is the second instalment of the highly successful 2023 Drive the Dream global campaign, which saw Daniel and Blake travel along the Coral Coast Highway from Perth to Exmouth.
That iteration has so far reached over 136 million people.
Both iterations of the Drive the Dream campaign align with the State's highly acclaimed destination brand, Walking On A Dream.
It follows the recent release of figures from Tourism Australia, which showed WA outperformed all other states in total visitor spend compared to 2019, with a record $17.9 billion spend by travellers in the year ending March 2024.
Read more and view the film at www.westernaustralia.com/roadtrips
As stated by Tourism Minister Rita Saffioti:
"Kicking off this campaign at the Singapore Grand Prix with a world-famous West Australian like Daniel Ricciardo promoting our incredible State to an international audience is fantastic for local tourism.
"Western Australia is easily accessible from Singapore by a direct 5-hour flight and as the second-largest country for both visitor spend and volume of travellers in WA it makes sense for us to continue focusing in on this market.
"Of course, the second iteration of this campaign comes off the back of our recent launch of another Drive the Dream campaign featuring Aussie cricket legend Adam Gilchrist, which targets the rapidly growing Indian tourism market.
"We know these types of targeted campaigns using well-known Western Australians are an important way to generate exposure for our State in these sought-after markets and position us as a must-visit destination.
"Importantly, they help to grow our visitor economy significantly, which bolsters our tourism and hospitality industries, supports local jobs and helps further diversify our State's economy."
