Direct flights between London and Perth are still nine months away but Tourism WA and Qantas have begun a comprehensive, multi-million dollar marketing campaign to promote WA, both in the UK and on the East Coast of Australia.

 Trade engagement events were held in London and Manchester earlier this month for more than 300 retail travel agents. The events successfully raised awareness of the direct flights and what WA has to offer amongst the trade. The five CEOs from the Regional Tourism Organisations were in attendance to promote each region.

Tourism WA and Qantas are also currently working with TTG Media to stimulate the UK travel industry regarding WA and the direct flights through an incentive program, which features a chance to win a spot on a WA familiarisation visit.

On the consumer front, Qantas recently ran a UK-wide campaign to build awareness of its new Direct to Australia’ service. The campaign featured print and digital advertising. To compliment this activity, Tourism WA and Qantas took over specific London Underground (Tube) stations with the message “Wake Up in Western Australia”. The campaign reached an estimated 3.5 million Tube passengers and will include cross track adverts, publicity inside Tube carriages, escalator panels and ticket giveaways.

Tourism WA and Qantas have partnered with The Daily Telegraph newspaper group and Trailfinders, to promote WA and the new service through a mixture of online and traditional activity. Traditional media activity includes magazine advertorials, a newspaper cover wrap, front page promotions and full page ads. Online components include a content hub with articles, competitions and videos. Trailfinders will be the call to action to book package holidays to Perth. For more information visit: http://www.telegraph.co.uk/travel/explore-western-australia/

Domestically, Qantas and Tourism WA are promoting Perth and WA as a great stopover destination for people from the East Coast en route to the UK. The aim is to capture and develop interest in WA and encourage consumers to plan a Perth/WA stopover. This work has started with Tourism WA and Qantas joining forces for the next burst of Just Another Day In WA activity. The activity, which began earlier this month, includes TV and digital advertising in Sydney and Melbourne.