The Western Australia government has expressed disappointment after it was revealed that a taxpayer-funded tourism campaign is being led by an east-coast production company. Premier Mark McGowan has called for the decision to be reconsidered.
Tourism WA is developing the next phase of its ‘Walking On A Dream’ campaign, aimed at positioning the state as a “premium holiday destination” to attract tourists both domestically and internationally.
A state government spokesperson confirmed that while local agency The Brand Agency was chosen to lead the development and production, part of the campaign will involve an east-coast-based director and production team. The spokesperson explained that more than 50 suppliers, including several from Western Australia, were evaluated based on experience, delivery timelines, and value for taxpayer money.
The campaign will feature at least 70 per cent West Australian crew members and highlight various local tourism operators, aiming to showcase the best of the state. However, the Premier has expressed concerns about the decision, urging a review of the process to ensure greater local involvement.
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