In Tourism

Western Australia Minister for Tourism Paul Papalia

UK Travel Giant Promotes Perth As First Stop For Aussie Adventure

Victor P Taffa

  • Partnership between Tourism WA and UK’s biggest tourism operator to Australia
  • Perth promoted to UK tourists as Australia’s ‘first stop’ destination
  • Deal part of $12 million international marketing boost to attract more visitors, create jobs and support the economy

McGowan Government, through Tourism Western Australia, has teamed up with the United Kingdom’s biggest tourism operator to Australia, Trailfinders, to promote Perth as the launch pad for an Australian adventure holiday.

“This is our most aggressive campaign to date to make sure Perth has pole position when it comes to UK tourists choosing a jumping-off point for their Aussie adventure.” Minister for Tourism Paul Papalia said.

“Starting their holiday here is key to winning them over to spend more time and money in our State.”

UK tourists will be encouraged to fly to Perth for the start of an Australian holiday, with marketing activity targeting long haul travellers interested in extraordinary wildlife, nature, coastal, and food and wine experiences.

Campaign launches with a ‘First stop Perth with free nights’ promotion. This will tempt holiday makers to stay longer with a bonus two free nights of accommodation in Perth for bookings of five nights or more. The offer applies to Trailfinders bookings until June 2020.

Appeal of Perth’s sunshine and pristine beaches, Rottnest’s friendly quokkas and the opportunity to experience the city’s world-class Optus Stadium will all be highlighted. UK holiday makers will also be reminded of the non-stop flights from London to Perth.

Travellers will be encouraged to head out of Perth and road trip to the South-West. Swimming with whale sharks at Ningaloo and the picturesque gorges of Kalbarri National Park will also feature in the promotion.

Trailfinders website, extensive database and Australia brochure will all be used to promote Western Australia as part of the marketing agreement as well as online advertising, direct mail and advertisements in the UK’s major newspapers.

Funding boost is expected to bring thousands more overseas visitors to Western Australia, injecting millions into the local economy and creating jobs.

Abbreviations:

WA                 Western Australia

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