Walking On A Dream takes over Piccadilly Circus
The international rollout of the new brand continues to encourage international visitors to visit WA with digital billboard in London
Tourism Western Australia’s new global tourism brand, Walking On A Dream, is being showcased on London’s most prominent digital billboard in Piccadilly Circus, as the international rollout of the new brand continues to encourage international visitors to visit WA.
The week-long promotion began on Monday January 30 and includes broadcasting the 60-second Walking On A Dream brand film, as well as a 3D animation of WA’s iconic whale shark floating above the traffic and commuters.
The week-long promotion began on Monday 30 January and includes broadcasting the 60-second Walking On A Dream brand film, as well as a 3D animation of WA’s iconic whale shark floating above the traffic and commuters. Professional dancers launched the Piccadilly activation with choreography reflecting the Walking On A Dream films, with a competition to give entrants the chance to win tickets for a dream holiday in Western Australia.
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Two additional advertising sites have also gone live in the central business district of Canary Wharf and Kensington’s Holland Park, and feature stunning Walking On A Dream imagery of Boranup Forest and the Margaret River Region.
The high-impact advertising initiative throughout central London is supported by the WA Government as part of Tourism WA’s $2 million launch of the new global tourism brand in the state’s largest international markets and is funded through the WA Government’s $195 million Reconnect WA package.
Tourism Western Australia Managing Director Carolyn Turnbull said WA was home to a large ex-pat population, making the United Kingdom is a highly important inbound market for the state – particularly for travellers visiting friends and relatives.
“Walking On A Dream aims to elevate Western Australia as a world-class destination in today’s highly-competitive global travel marketplace,” Ms Turnbull said.
“The United Kingdom is a highly important inbound visitor market for Western Australia – particularly for travellers visiting family and friends, and for working holiday makers – with our capital city, Perth, the only Australian city with a direct flight connection to the United Kingdom via London Heathrow.
“This captivating vision of Western Australia’s majestic whale shark, gently floating above bustling Piccadilly Circus in the middle of the winter, will command the attention of commuters as they consider their next big bucket list trip, during what is traditionally the most popular time to book a holiday, for the UK market.
“With our seemingly endless days of sunshine, otherworldly landscapes, spectacular coastline and unique regions, it’s no wonder that Western Australia continues to be such a popular travel destination for visitors from the UK.”
The Walking On A Dream UK brand launch is complemented by a series of campaigns currently active in the market, to inspire even more visitors and working holiday makers to travel to Western Australia and turn their holiday dreams into reality.
Prior to the pandemic, the UK visitor market was Western Australia’s largest by number of arrivals, with more than 140,000 UK visitors spending nearly $250 million in the state in 2019.
The number of UK visitors to Western Australia was at 95 percent of pre-COVID levels in November 2022, with more than 10,000 arrivals in the month. In late 2022, visitors from the UK to the state grew for three consecutive months, and the UK is currently the state’s largest market for international visitors.
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