New Drive WA campaign’s regional road trip focus

The Busselton-Margaret River Region features heavily in Tourism WA’s new global campaign, which was launched on Friday.

Showcasing WA as the “Road Trip State”, the one-minute commercial shows footage of Wilyabrup Cliffs, Sugarloaf Rock, Margaret River wineries and the Boranup Forest.

The Kimberley and Great Southern also feature, with footage from the Bungle Bungle Range, El Questro, Lucky Bay in Esperance and Great Ocean Drive highlighting WA’s tourism diversity.

The campaign has been launched domestically and in nine international markets — Singapore, Malaysia, China, Germany, the UK, Hong Kong, Japan, New Zealand and Indonesia.

The campaign will promote a range of self-drive holiday routes across the whole of WA.

It will feature information on distances and accommodation options, from camping or glamping to hotels and apartments.

Tourism Minister Paul Papalia said the vastness of WA was often seen as a negative, but the campaign showed visitors road trips were “actually one of the best ways to explore our scenic State”.

“It will encourage interstate, international and local visitors to experience all that our extraordinary State has to offer,” he said.

“A road trip is the perfect way to discover regional WA’s stunning attractions, at your own pace and on your own terms.”

Vasse MLA and shadow tourism minister Libby Mettam said she was pleased to see an increased focus on regional areas of WA.

“Regional WA has so much on offer in the great outdoors, which is exactly what visitors from our key Asian markets in particular want to experience,” she said.

Ms Mettam said many visitors would have little experiences driving such vast distances and it was important that factor was effectively managed.

“However, most European and Asian visitors would have no understanding at driving the sorts of distances that are required and it is important that this is effectively managed.”