Perth (TAN): In a bid to attract more tourists, the Government of Western Australia has launched a marketing campaign in Singapore. As part of the campaign, images of iconic Western Australian destinations will adorn the interiors of train carriages to inform and encourage commuters to visit this part of the world.
The campaign is a joint effort between the state government, through Tourism Western Australia, and Singapore-based travel agency Dynasty Travel. Under the agreement, itineraries from Singapore to Perth, the Coral Coast and the South-West will be available for booking through the agency.
Western Australia’s Tourism Minister Paul Papalia spoke to commuters after launching the campaign in Singapore.
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“We’re excited to partner with Dynasty Travel on this high-profile campaign to attract more Singaporean travellers to WA. The WA-themed train station takeover will transform an ordinary commute into an extraordinary larger-than-life WA experience for millions of potential tourists,” Paul Papalia said.
He added: “The WA images will capture people’s imaginations, while the itineraries featured alongside them will map out a WA journey to show just how easy and affordable a holiday to our State can be when booking a Dynasty Travel package.”
The images will be seen on four train carriages on Singapore’s North East Mass Rapid Transit (MRT) train line, and Serangoon MRT station. While nearly one million commuters use the MRT line daily, the Serangoon Station serves the largest shopping mall in north-east Singapore.
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Singapore, an important international market for Western Australia, sent 82,500 holidaymakers to the state who contributed AUD143.7 million to its economy.
“Growing tourism is key to the State Government’s plan to diversify the economy, create jobs and develop business opportunities,” Papalia said.
The deal is part of the state government’s AUD12 million investment for global marketing and raising the inflow of foreign tourists in the state.
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“Increasing the number of people travelling here from overseas will help achieve those objectives, which is why we committed an extra $12 million to Tourism WA’s international marketing activity. It is the biggest international marketing push in the State’s history and we hope to see thousands more people come to WA as a result of this surge in activity,” Papalia said.
Under the deal, Dynasty Travel will also promote Perth and Western Australia at the annual Thanksgiving travel fair this month. The combined campaigns are expected to create over 11,000 visitors to Western Australia.
