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Tourism Western Australia has launched a new campaign to encourage Brits to visit their friends and family down under. The campaign, which includes a competition to win a holiday to Western Australia for four friends or family, aims to increase the number of visitors to the state at a time when global economic conditions have reduced the number of people travelling the world.
Run in partnership with expat magazine, Whingeing Pom, the campaign highlights the number of great holiday deals available right now which mean that there has never been a better time to visit friends living in Western Australia.
Approximately 10% of the WA population was originally born in the UK and almost half (45%) of UK visitors to the state in 2008 said seeing friends and relatives was one of their reasons for travel. This is compared to 37% of Brits to Australia as a whole.
Brits with family and friends in Western Australia, or their WA counterparts, have to describe in 35 words or less, which ‘mates or rellies’ they would like to visit and what experience they would most like to share with them in Western Australia.
The winner will pick up a holiday of a lifetime, with the chance to see their loved ones in WA and to experience some of the highlights of the state, including Perth and its surrounds, wildlife watching in Rockingham and on the Ningaloo Reef and outback adventures in the Kimberley.
The prize is valued at more than A$20,000 and includes four return economy class airfares from the UK to Perth, accommodation packages in Perth and around WA, tours, car hire and much more.
Competition judges are looking for entries that stand out, make them laugh or represent the unique and varied state of Western Australia at its very best.
As well as the competition, the campaign also includes a series of features on unique travel experiences in Western Australia, travel stories and tips from expats, holiday ideas and itineraries. The campaign, which runs until October, includes press and digital activity.
Tourism Western Australia marketing manager Christie Lord said Western Australia had a huge expat community, who make great ambassadors. “We know there’s an enormous sense of local pride in WA – 96 per cent surveyed said there were many local holiday destinations they would be proud to recommend,” she said. “We want to harness this local pride amongst the expat community and encourage them to show off their new home to their friends and family. They might even discover something new themselves in the process.
“We also realise this is a market which is more likely to travel in the current economic climate and this campaign gives them the reason to book that trip they have been talking about for ages, now.”
People can enter the competition until 13 October by visiting www.westernaustralia.com/expat.
Vicky is the co-founder of TravelDailyNews Media Network where she is the Editor-in Chief. She is also responsible for the daily operation and the financial policy. She holds a Bachelor's degree in Tourism Business Administration from the Technical University of Athens and a Master in Business Administration (MBA) from the University of Wales. She has many years of both academic and industrial experience within the travel industry. She has written/edited numerous articles in various tourism magazines.
