MEDIA RELEASE An extraordinary taxi ride across an extraordinary destination Western Australia’s incredible array of extraordinary travel experiences will be showcased to the world as part of its new brand position and innovative marketing campaign, launched today by Tourism Western Australia (Tourism WA). Experience Extraordinary - the new brand positioning - was developed following widespread consultation and highlights all that is unique about Western Australia. This includes many natural wonders exclusive to the State such as the Bungle Bungle Range in World Heritage Listed Purnululu National Park; Ningaloo Reef – the largest fringing reef in the world; and, WA’s wildflower season, which features the largest collection of wildflowers on Earth. Tourism WA’s Acting Chief Executive Officer, Stephanie Buckland said the new brand targets upscale 35-64 year olds from Australia and key overseas markets. “We want to attract consumers from Australia’s eastern seaboard and we want Western Australians to discover their own State,” Ms Buckland said. “Our nine key overseas markets – USA, UK, Germany, Singapore, Malaysia, Japan, Korea, China and New Zealand – will also be rolling out the new brand. “And to kick off the brand, we’re launching an innovative, clever and bold campaign, the Extraordinary Taxi Ride.” The Extraordinary Taxi Ride is an epic nine week taxi journey around Western Australia, featuring 11 ‘ journey legs’, showcasing the entire State through an incredible array of extraordinary experiences. Travel packages will be matched to each leg and promoted throughout the campaign. Ms Buckland said the taxi ride will see a mix of Australian and international passengers experience the best of WA, all from the back of a taxi. The journey will be broadcast to the world through online media, radio, print and television. “We wanted to showcase our amazing natural wonders, fantastic people and extraordinary offerings to Australians, and to the world, in a truly unique fashion,” she said. “Our extensive research tells us that our target consumers don’t know what there is to do and see in WA, which is a barrier to travel. They are not aware of the unique experiences on offer here, experiences which can’t be found anywhere else in the world. This campaign aims to help remove those barriers. “Among the journey’s stops will be stunning beaches, tall-timber forests, premium wineries and the world’s only horizontal waterfalls – and that’s just the beginning. There’s a swim with the whale sharks at Ningaloo Reef, a sunset camel ride on Broome’s iconic Cable Beach and a visit to the world’s oldest rock gorges – it’ll be a unique holiday adventure. “Taxi’s are a universal image – audiences around the world know what a taxi is. In WA, taxi drivers are an important part of the State’s tourism industry – they’re often the first point of contact for our visitors. “We partnered with the Taxi Council of WA and the Department of Transport to recruit a driver for this amazing journey, which begins in April. More than 10 per cent of the State’s taxi industry applied for the chance of a lifetime, with five finalists selected. “Our five finalists are from diverse backgrounds, and the public will vote for their favourite driver via the campaign website, extraordinarytaxiride.com. Voting is now open, and closes on Thursday 11 March. “We wanted a driver who could tell a good story, share a joke with passengers, play up for the cameras, and importantly, a driver who is passionate about WA.” The journeys’ passengers will also be decided by an online competition with consumers from around the world invited to enter in what is set to be the holiday of a lifetime. The competition opens on 1 March. Ms Buckland said the journey was going to be incredibly exciting. “We want people to know that for an extraordinary holiday, you need to come to an extraordinary place – in short, this is what led us to the creation of Experience Extraordinary as our new brand, and in turn, the Extraordinary Taxi Ride.” To find out more, visit extraordinarytaxiride.com To access the Industry Tool Kit for the brand Experience Extraordinary and the campaign the Extraordinary Taxi Ride go to www.tourism.wa.gov.au ______________________________________________________________________ Media contact: Michelle Kosonen, Media and PR Manager – Destination, 9262 1700 and 0434 180 828.