Qatar Airways and Tourism Western Australia have launched a major marketing campaign to promote the airline’s new daily flights from the UK to Perth that will position Western Australia as a ‘must visit’ destination.

The campaign will target the trade through a series of co-operative campaigns and familiarisation trips, as well as include digital advertising and media partnerships.

The new service, which commenced on December 1st, from London Heathrow and Manchester via Doha is set to be one of the fastest to Australia from the UK, taking just over 19 hours.

It follows the successful launch of the thrice-weekly services to Perth earlier this year.

The creative draws on Tourism Western Australia’s existing brand ‘Experience Extraordinary’ highlighting the many distinctive and exceptional experiences on offer in WA, from swimming with the world’s largest fish, the whale shark at Ningaloo Reef to standing in awe of World Heritage listed landscapes and exploring the cosmopolitan capital of Perth, which receives more hours of sunshine than any other Australian capital.

Christie Lord, UK regional manager at Tourism Western Australia said: “This partnership is such a good fit and comes at the perfect time.

“In a competitive environment, the campaign will raise awareness of our extraordinary experiences, both in Perth and throughout the state, and help us achieve our aim of increasing Western Australia’s share of visitors to Australia, which currently accounts for 24 per cent of all UK arrivals in Australia.”