It’s showtime once again for Western Australia, as the international rollout of the state’s global tourism brand, Walking On A Dream, continues – this time in in the heart of London’s West End at the iconic Piccadilly Circus.
The week-long campaign kicked off on 30 January with the highly coveted advertising space creating a dreamlike portal into Western Australia using the 60-second Walking On A Dream film, as well as a 3D animation of WA’s iconic whale shark floating above the traffic and commuters.
The creative campaign also includes spectacular imagery of some of the state’s top tourism destinations including Perth, Rottnest Island, the Kimberley, and the Margaret River Region.
Two additional sites – in the central business district of Canary Wharf and Kensington’s Holland Park – went live on the same day, shining a light on the stunning Boranup Forest and the Margaret River Region.
Professional dancers launched the Piccadilly activation reflecting the choreography in the Walking On A Dream films, and a competition gave entrants the chance to win tickets for a dream holiday in Western Australia.
The Piccadilly Circus advertisement will reach a potential audience of over two million people across the week. This high-impact advertising initiative throughout central London is supported by the Western Australian Government as part of Tourism WA’s launch of the new global tourism brand in the state’s largest international markets and is funded through the WA Government’s $195 million Reconnect WA package.