Tourism Western Australia has launched a new brand and advertising campaign designed to attract more national and international visitors to Perth. Tourism Minister Kim Hames said the brand reflected the new energy and vibrancy the city now exuded.

“However, research tells us that residents of other Australian States are largely unaware of these changes,” Dr Hames said.

“So we have developed the new brand to more correctly reflect the vibrancy of the city and its surrounds in order to drive a reappraisal of Perth as a holiday destination.

“The new brand builds on Perth’s natural beauty and enviable climate and communicates that this is a vibrant, modern, welcoming and diverse city.”

A campaign to launch the new brand will start next week in Sydney and Melbourne.  It will include a mix of cinema advertising, digital advertising, social marketing, electronic direct mail, search engine marketing and public relations activities.

A new 60-second cinema film has been made, as well as six shorter versions.  A suite of 12 new stills images will be used in print and digital campaigns.

Internationally the new brand will be used on a variety of digital, social media and public relations platforms and with trade partners to raise Perth’s profile in key markets.

“The new Perth brand sits under, and is supported by, Tourism WA’s master brand Experience Extraordinary, which promotes the State as a whole,” the Minister said.