Western Australia Tourism Launches Second Phase Of 'Drive The Dream' Road Trip Campaign

Tourism Western Australia has launched the second phase of its popular road-trip campaign, "Drive the Dream," once again featuring West Australian-born Formula 1 driver Daniel Ricciardo. The campaign, aimed at promoting Western Australia as a top destination for road trips, is kicking off in Australia and Singapore just ahead of the Formula 1 Grand Prix this weekend.

At the heart of the campaign is a short film starring Ricciardo and his best friend Blake as they embark on a road trip from Perth/Boorloo through the scenic Margaret River Region, exploring the South West Nature and Wine Drive. The campaign, which will roll out across other international markets in the coming year, capitalises on Ricciardo's global appeal and presence at major events like the Singapore Grand Prix.

Tourism Western Australia is partnering with key international travel platforms such as Qantas Hotels and Holidays, Skyscanner, and C-Trips to drive bookings and convert interest into action.

Stephanie Underwood, Acting Managing Director of Tourism WA, emphasised the campaign's focus on attracting visitors from both Singapore and Australia. "By showcasing unique experiences across Western Australia, we hope to inspire visitors to immerse themselves more deeply in everything Perth and the stunning South West have to offer," she said.

Singapore, Western Australia's second-largest international market, has seen 92,000 visitors contribute USD 258 million to the state's economy by the year ending March 2024. The "Drive the Dream" campaign continues to position Western Australia as a premier destination for road trips, highlighting the region's diverse experiences and iconic landscapes.