Tourism Western Australia unveils two new spots in its ‘Experience Extraordinary’ campaign

Two new Experience Extraordinary brand ads are being launched this week to promote WA.

The two ads – one showcasing the north-west, the other the south-west – will feature in a $3.6million national media campaign across TV, cinema and print advertising, promoting Western Australia as an extraordinary holiday destination.

Tourism Minister Liza Harvey said the ads targeted people who enjoyed adventure, discovering new activities and were willing to put in the extra effort to get something truly unique out of their holiday experiences.

Watch the North-West ad here.

Watch the South-West ad here.

“The advertising aims to create an emotional connection with people by focusing on getting away from everyday life and reconnecting with those who matter the most, while experiencing the magic and beauty of extraordinary WA,” said Harvey. “This new campaign comes at an ideal time, with the State Government recently signing a major $7.65million co-operative marketing deal with Qantas.”

To write and direct the films, Host Sydney appointed the award-winning creative collective The Glue Society. On various trips around the amazing landscapes, the directors were inspired by the extraordinary power of the landscape to help you reconnect with those close to you.

The films set out to celebrate the positive, human effect that visiting the State’s extraordinary landscapes can have on two different couples.

The South West film sees a young couple on a journey through the diverse region – taking in the rugged coastlines, wild beaches, vineyards, forests, caves and the spectacular ranges.

The North West film sees an older couples journey through the Kimberley region – from the raw, dusty beauty of the Bungle Bungle range to the vibrant coloured coastline at Broome along the Gibb River Road.

To accompany the films international renowned musicians Jonsi and Alex composed an original soundtrack for the stories, entitled ‘Open Your Eyes’. In this stunning composition and performance, the musicians have captured both the cinematic drama of the landscape and the intimacy of the couples.

As a result of music and image, the impact of the films is both hauntingly beautiful and emotionally inspiring.

Says Suzie Shaw, CEO, Host: “Persuading consumers to travel to a destination that is perceived to be both costly and a great distance away, requires strong, emotional advertising, and testing results indicate that the films are unique, compelling and will inspire travel to WA.”

Agency: Host

Music: Jonsi and Alex