A new brand for Tourism Western Australia – with a strong focus on Indigenous culture – that promises to “redefine the destination” is on the verge of being launched by the state tourism board, LATTE can reveal.
Carolyn Turnbull, Managing Director of Tourism WA, whet the appetite of luxury travel advisors from around the world with her description of elements making up the fresh brand during a presentation at Virtuoso Travel Week in Las Vegas.
To be officially revealed in September, and replacing the current ‘Adventure Awaits’ branding, Turnbull said key tenets of the new global brand revolved around four key pillars – time, space, connection, and freedom.
She said Tourism WA recognised high-value travellers had an adventurous spirit and seek experiences “beyond the expected, fuelled by a desire to get away from the well-known and well-trodden”.
In order to reach its target audience, Tourism WA was on the cusp of rolling out a “historic new brand” that will “completely reframe what Western Australia has to offer, and will totally redefine our destination for the years to come”.
While not at liberty to disclose full details of the new brand yet, Turnbull confirmed it would provide “an emotive, inspirational and aspirational platform for Western Australia as a holiday destination of choice. It will comprise distinctive brand assets linked to tangible, desirable, and premium tourism experiences,” she stated.
“Above all, this brand will help us stand out in a competitive global marketplace, building a lasting legacy in travellers’ minds, both in the present and into the future,” Turnbull said.
The brand will showcase what makes Western Australia a place “beyond your wildest dreams – namely our otherworldly, majestic landscapes; vast, endless-blue horizons, barefoot immersive luxury; ancient tracks that take visitors on new, unforgettable journeys”.
Under the pillar of Time, Tourism WA focuses on the State’s 60,000 years’ worth of stories owned and shared by the Traditional Owners of the land, the Aboriginal people, such as those of the Murujuga National Park in the Pilbara and that region’s 1 million rock art images across the Burrup Peninsula and Dampier Archipelago.
“The ‘Time’ pillar will also support our goal for Western Australia to be Australia’s premier destination for Aboriginal tourism, over the next five years,” Turnbull revealed.
The ‘Space’ pillar will drill down on Western Australia’s “otherworldly phenomena, majestic landscapes and vast blue skies with an endless horizon,” she explained.
“It showcases our supernatural contrasts of colour, sheer scale and spaciousness. It is quiet, powerful and soulful.”
Turnbull’s description honed in on experiences such as dinner under the stars on the Kalbarri Skywalk in the Kalbarri National Park, and Perth’s majestic Swan River and iconic Kings Park.
The third pillar, Connection, links to the State’s characters and rich culture.
“It highlights Western Australia as a special place, where connecting with the land and the sea helps visitors reconnect with themselves.”
A yoga retreat and an adventure along the Cape-to-Cape Track alongside limestone caves and sea cliffs – potentially Simala Retreat – then unwinding with a glass of wine from some of Australia’s best wineries in the Margaret River region were characteristics used by Turnbull to describe the ‘Connection’.
While the last of the pillars, Freedom, resonates powerfully in a post-pandemic world, she said.
“Western Australia is brimming with special and rare experiences, for those seeking the freedom to embark on new adventures and discover the undiscovered.
“It’s luxury, but not as you know it. It’s one-of-a-kind experiences, set on nature’s doorstep, relaxed and down to earth, yet brimming with possibility and choice,” Turnbull said.
The Freedom pillar ties in with WA’s “vast blue of the Indian Ocean”, and encounters with whale sharks, manta rays and humpback whales – all synonymous with the Ningaloo Reef region – and a “5-star luxury glamping experience”, most likely Sal Salis Ningaloo Reef Safari Camp.
Turnbull concluded saying these central tenets “frame the Western Australia story and elevate what makes our State truly unique – stories which we know will resonate in this new, post-pandemic world.”
Lead image: Francois Peron National Park, near Denham | Credit: Tourism Western Australia