A new marketing campaign that will see the interior of train carriages covered in iconic Western Australian images, is set to captivate the commuter audience in Singapore and encourage them to book a WA holiday.
Tourism Minister Paul Papalia launched the campaign in Singapore and travelled to Serangoon Station this morning on the WA-themed train, speaking to commuters about what WA offered as a holiday destination.
The campaign is part of an agreement between the State Government, through Tourism Western Australia, and leading Singapore travel agency, Dynasty Travel, to sell competitively priced itineraries from Singapore to Perth, the Coral Coast and the South-West, booked through Dynasty Travel.
Large-scale high-impact images of distinctly Western Australian locations are part of the campaign that will dominate four train carriages on Singapore’s busy North East Mass Rapid Transit (MRT) train line, as well as Serangoon MRT station.
Nature’s Window in Kalbarri; kangaroos on the beach at Lucky Bay, Esperance; and the wildflowers of Coalseam Conservation Park are all showcased in the marketing, along with insta-famous images such as Rottnest’s quokkas, the Hutt Lagoon (Pink Lake) of the Coral Coast region and Crawley’s blue boat shed on the edge of Perth’s Swan River.
Close to one million commuters use the MRT line daily, while Serangoon Station services the nex shopping mall; the largest in north-east Singapore.
As part of the agreement, Dynasty Travel will also promote Perth and WA as a highlight destination at their annual Thanksgiving travel fair in July. The fair attracts thousands of potential holiday-makers and is held in one of the biggest shopping malls in Singapore; Suntec City.
Singapore is considered a key international market for Tourism WA. In 2018, 82,500 leisure visitors from Singapore spent $143.7 million in Western Australia.
The Dynasty Travel deal forms part of the unprecedented $12 million international marketing boost announced by Premier Mark McGowan and Mr Papalia in March, to grow the number of people visiting WA from overseas.
Contributions from partners are expected to bring the figure spent on promoting WA internationally to around $20 million over the next 14 months.
It is hoped the combined campaign activity in Singapore will generate more than 11,000 visitors, providing a further boost to the WA economy to help create new jobs.
As stated by Tourism Minister Paul Papalia:
“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.
“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.
“Growing tourism is key to the State Government’s plan to diversify the economy, create jobs and develop business opportunities.
“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.”
