Tourism Western Australia has announced the launch of its new brand positioning and campaign, which it says will showcase the state’s “incredible array of extraordinary experiences… using consumers’ emotions, reactions and stories to spearhead communications as they embark on a journey like no other”.

The campaign aims to attract consumers from Australia’s eastern seaboard and encourage Western Australians to discover their own state, targeting 35 to 64-year-olds locally and internationally.

Entitled ‘Experience Extraordinary’, the campaign includes a nine-week taxi ride that will cover tourist spots within the state, with help from the Taxi Council of Western Australia and the Department of Transport.

Tourism WA has begun calling for interested and outgoing cabbies to take part in the campaign, targeting 4,000 WA taxi drivers, and 460 entries have since been shortlisted to five, with the final winner being selected online by the general public.

Potential passengers will bid for places on the 11 legs of the journey via the campaign website, uploading videos explaining why they should be a part of the journey.

“At every stage of the campaign we have the opportunity to not only involve people in the extraordinary taxi journey, but to inspire people to want to visit WA and with the involvement of tourism operators, consumers can act upon that inspiration and book a trip,” explained Anthony Freedman, CEO of Host, Tourism WA’s agency on the campaign, along with creative partners The Glue Society.

Tourism WA CEO Stephanie Buckland indicates many of its target consumers don’t know what there is to do in the state, making that a barrier to the industry.

“We’re incredibly excited about this journey and leveraging the content it offers us, both now and in future campaigns unified by the ‘Experience Extraordinary’ brand positioning.”