Daniel Ricciardo returns for lap two of WA tourism campaign
The WA Government, through Tourism WA, has again teamed up with Perth-based agency Rhythm and media agency Initiative to deliver the second iteration of Drive the Dream, a tourism campaign featuring Formula 1 driver, Daniel Ricciardo.
The campaign launches ahead of the Formula 1 Grand Prix this weekend amid growing speculation about the future of the Western Australian driver in the sport.
Drive the Dream invites travellers to leave the everyday behind, hit the open road and connect with the unspoilt beauty of Western Australia through the diverse road trip itineraries that make the state the ultimate self-drive holiday destination.
The campaign’s short film captures Daniel Ricciardo and his best mate Blake on a road trip from Perth through the Margaret River Region and beyond, along the South West Nature and Wine Drive.
The campaign has been launched domestically across Australia and Singapore.
Tourism Western Australia acting managing director Steph Underwood said the State Tourism Organisation was pleased to again partner with Ricciardo as a homegrown hero and racing star, to share his journey of adventure, indulgence and reconnection in Western Australia with his best mate.
“Tourism WA aims to ignite a sense of adventure in every traveller, and this second ‘Drive the Dream’ campaign is the perfect way to do just that and build on the foundation of WA’s global brand ‘Walking On A Dream,'” she said.
“The continuation of this campaign will put West Australian road trips firmly on the ‘must do’ list and solidify our position as one of the world’s most unique, memorable, and sought-after travel destinations.”
The launch includes a global partnership with Skyscanner, Qantas Hotels and Holidays within interstate markets and C-Trip in China to encourage travel bookings to Western Australia.
This is the second instalment of the highly successful 2023 Drive the Dream global campaign, which saw Daniel and Blake travel along the Coral Coast Highway from Perth to Exmouth/Warnangoora.
Since the launch of Walking On A Dream in September 2022, the brand has delivered an additional 255,000 visitors, with an estimated economic impact of $424 million.
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