The Western Australian Government, through Tourism WA, has teamed up with Rhythm and media agency Initiative for the second installment of the “Drive the Dream” campaign, starring Formula 1 driver Daniel Ricciardo. This campaign aims to promote Western Australia as the ultimate self-drive holiday destination, with its launch timed to coincide with the Formula 1 Grand Prix in Singapore.
“Drive the Dream” encourages travelers to experience the scenic beauty of Western Australia through various road trip itineraries, showcasing the state’s diverse landscapes. The campaign features a short film that follows Ricciardo and his friend Blake as they travel from Perth to the Margaret River Region along the South West Nature and Wine Drive, capturing the essence of adventure and reconnection.
This phase of the campaign is rolling out in both Australia and Singapore and will expand into international markets over the next year. With translations in eight languages, the campaign leverages Ricciardo’s global fame to reach high-value travelers, promoting Western Australia’s tourism offerings.
According to Steph Underwood, Acting Managing Director of Tourism WA, partnering with Ricciardo once again was an excellent opportunity to boost the state’s visibility. The campaign aligns with WA’s global tourism brand, “Walking On A Dream,” which has already brought in 255,000 additional visitors, contributing $424 million to the economy. The campaign also includes partnerships with global travel platforms like Skyscanner, Qantas, and C-Trip, aimed at boosting bookings to Western Australia.
The second “Drive the Dream” campaign builds on the success of the 2023 edition, which featured Ricciardo exploring the Coral Coast Highway.
Find out more about ‘Drive the Dream’ here.
