Case History Database

How do you get on holiday wish-lists when people think you are too far, too big, too expensive and just too difficult? Our solution: to prove “value for holiday”, make the state stand for something and to dramatise this in an extraordinary way. We went on an epic journey around WA showcasing the unique experiences the state has to offer, in an international symbol of travel, a taxi, driven by an authentic WA cabbie. It worked. Despite the GFC and a strong Aussie dollar the campaign delivered 20% uplift in bookings, 13:1 ROI and contributed $73 million to WA’s economy

	Author / Planner		Lisa Aitken		HOST
	Brand Planning Director		Frank Bethel		HOST
	Digital Planner		Broni Galvin		HOST
	Business Director		Charis Marr		HOST
	Account Director		Kate Blackadder		HOST
	TV Producer		Verity Cornell		HOST
	Executive Print Producer		Michael Cleary		HOST
	Executive Digital Producer		Claire Van Heyningen		HOST
	Digital Producer		Memi Chang		HOST
	Acting Executive Director Marketing		Kelly MacClean		Tourism Western Australia
	Manager Campaign Services		Catherine Fethers		Tourism Western Australia