After years of lockdown, 2022 was set to be the most competitive and hungry global tourism market. Ever.

We reunited Empire of the Sun - the band of Western Australia’s own rock legend Luke Steele - to rerecord their 2008 global hit, Walking on a Dream. The accompanying film showcases WA and its aboriginal dance talent, with nature coming to life as they connect - because in Western Australian aboriginal spirituality, when you talk to nature, it talks back.

This global campaign was seen in London, New York, Tokyo, Singapore, New Zealand, and all across Australia.

FINALIST - Australian Marketing Institute Excellence Awards - Brand Revitalisation 2023
FINALIST - Mumbrella Travel Marketing Awards - Ad Campaign of the Year 2023
FINALIST - B&T Awards - Best Integrated Ad Campaign 2023
FINALIST - ARIA Awards - Best Use of an Australian Recording in an Advertisement 2023

RESULTS:

• Post campaign, the state recorded its highest ever tourism spend of $16.8 billion.

• That spend is $3.6 billion (24 %) more than the previous year, and $0.5 billion more than the previous record (2019).

• Of international tourists visiting Australia, 12.7 % visited WA — the state’s highest share since 2015.