Tourism Western Australia (TWA) launched its ‘Drive The Dream’ road trips campaign. Featuring Perth-born Formula 1 legend Daniel Ricciardo, the campaign aims to inspire more Singapore residents to hit the open road and discover the freedom and fun of a road trip in Australia’s largest and most diverse state.
Western Australia is one of the world’s most spectacular road trip destinations, thanks to its rich history, hidden gems, spectacular coastline, and the quirky characters and stories you discover along the way. Just like a dream, it’s a place of natural wonders, supernatural contrasts, and rare experiences, where you can hit the open road, and discover majestic and magnificent attractions. From wine regions to coastal adventures, and from art trails to ancient Aboriginal experiences – Western Australia has something for every traveller.
The new campaign features an eight-minute short film of Daniel Ricciardo and his best friend Blake, who share their road trip adventure along the iconic Coral Coast Highway from Perth (Boorloo) to Exmouth. The duo invites the audience along on their 1200-kilometre adventure as they swim with gentle whale sharks in World Heritage-listed Ningaloo Marine Park (Nyinggulu), catch fresh fish in Francois Peron National Park, go quad biking in Kalbarri (Wurdimarlu), make a roadhouse stop for strawberry and cream lollies, and enjoy stargazing and campfire yarns at Bullara Station (Purnurrba). Along the way, we share Daniel Ricciardo’s joy, wonderment, fear, freedom, and reconnection, as he rediscovers his home state and reconnects with his best friend.
Daniel Ricciardo says Western Australia has everything you could want in a road trip.
“The landscape alone puts a smile on my face,” he says.” You have this crazy vast, open outback that’s dry and a little rough, but then a hundred metres later you come across these pristine beaches that are unlike anything else. You’ve then got towering forests and world-class wineries in the south of the State, everything you see just seems unique and untouched, I love it.”
Beyond the short film, the campaign invites Singaporean travellers to step out of their everyday and into a dream world where lakes are bubble gum pink, waterfalls are horizontal, tidal staircases climb to the moon, and where the happiest animal in the world is always ready for a selfie.
Along the way, you can stand in the stillness of an ancient cave, listen to thundering waterfalls teeming with wildlife, stop to pick fresh farm produce, picnic amongst vineyards, camp under a canopy of stars, and hike natural wonders shaped by billions of years.
Tourism WA Managing Director Carolyn Turnbull said the new ‘Drive the Dream’ creative echoes elements of Western Australia’s global brand, ‘Walking On A Dream’, in that it neatly encapsulates all the awe-inspiring attributes that make the state a wondrous, otherworldly and dream-like place to explore.
“An overarching objective of Tourism WA’s brand platform is to provoke the spirit of adventure in every traveller – and there’s no better way to do that than through the lens of Daniel Ricciardo and the ‘Drive the Dream’ campaign, as he takes in the state’s wondrous landscapes on his way from Perth (Boorloo) to Exmouth (Warnangoora),” said Ms Turnbull.
“This new campaign will ultimately entice visitors from all over the world to come to Western Australia and enjoy a road trip like they’ve ever experienced, and provide a boost to the state’s economy.”
Tourism WA Singapore / Malaysia Country Manager Ms Ava Ang said Singapore is a key source market for road trip vacations because it’s something locals can’t do at home. “Singaporeans are increasingly craving the opportunity to get off the beaten track and reconnect with nature. Just over four hours away and on the same time zone, Australia is the perfect backdrop for an incredible road trip that will allow you to connect with yourself, your loved ones and with the destination.”
“Daniel Ricciardo is the perfect person to front this campaign because he has a strong link both to Singapore and to the vast, majestic landscapes of Western Australia. But you don’t have to be a Formula 1 driver to appreciate the open roads, freedom, and discovery that a road trip in Western Australia provides,” Ms Ang said.
“Our new Road Trips Guide provides all the best itineraries, maps and recommendations to ensure your road trip is seamless and easy. Tourism WA will also be working with several global partners including Trip.com to launch road trip cooperative campaigns in next few months.”
Western Australia’s vast and diverse landscape provide the perfect road trip for every traveller. Some of its most iconic itineraries are outlined below:
The Coral Coast Highway is one of the greatest road trips on Earth. It’s one of the world’s most colourful and spectacular road trips, adjoining two UNESCO World Heritage-listed regions: Ningaloo Marine Park and Shark Bay. This unique self-drive adventure takes you to ocean wonders, otherworldly landscapes, and World Heritage-listed treasures. From the surreal pink hues of Hutt Lagoon, to the exhilarating marine wonderland of the world’s largest fringing coral reef, this really is the road trip of your dreams.
Gibb River Road is one of Australia’s most iconic 4WD adventures. You can leave the everyday behind and hit the open road in a true outback adventure through the heart of the Kimberley. This 660-kilometre road trip will live with you forever, taking in spectacular gorges, thundering waterfalls, secluded swimming holes, ancient rock art and endless wildlife encounters.
South West Wine & Nature Drive is a journey of adventure and indulgence. Leave the everyday behind and hit the open road to the Margaret River region. A spectacular coastline is the backdrop to this four-day road trip adventure, where you will traverse towering forests, stand in the stillness of ancient caves, and enjoy premium wines and exquisite local produce.
South West Edge is an epic coastal adventure. Leave the everyday behind and hit the open road along the South West Edge to Esperance / Kepa Kurl. Wind your way through towering karri forests and premium wine regions before looping across the golden outback. An otherworldly blend of nature, wildlife, coastlines, and culture – lifelong memories are yours to collect on this truly iconic drive.
Perth Day Trips (Swan Valley and Mandurah) provide exceptional adventures on the capital’s doorstep. Leave the everyday behind and hit the open road for the adventures of your dreams, right on Perth’s doorstep. From the naturally charming Swan Valley and Perth Hills, home to WA’s oldest wine region, to coastal Mandurah’s captivating beach to bush drive, you’ll quickly discover your dream day trip is closer than you think. Not to mention Mandurah has just been voted Australia’s top tourism town at the Australian Top Tourism Awards in September 2023.
For more information, please visit Drive The Dream