Brand Western Australia: A totally integrated approach to destination branding

Abstract

This paper outlines the Western Australian Tourism Commission’s¹ (WATC) approach to destination branding. Based on intensive consumer research, Brand Western Australia (Brand WA) resulted in an entire organisational shift and has repositioned Western Australia as a premier nature-based tourism destination in the global market. The cornerstone of the strategy was a partnership between government and industry and this philosophy forms the platform for the future policy direction of the WATC, paving the way for tourism growth in Western Australia. To ensure delivery of the marketing promise, infrastructure development and partnerships with other key government agencies are a fundamental part of the Brand WA strategy. The WATC has adopted a totally integrated and inclusive approach to destination branding tht encompasses marketing and development strategies and, in the process, is crafting a unique identity for Western Australia.