September 18, 2024 | Press Release

Tourism Western Australia has unveiled the second phase of its ‘Drive the Dream’ campaign, spotlighting West Australian-born Formula 1 driver Daniel Ricciardo. The campaign, which promotes road trips across Western Australia, is initially targeting travellers from Singapore and Australia, with plans to expand to other international markets over the next year.

At the core of the campaign is a cinematic short film featuring Ricciardo and his friend Blake as they embark on a road trip from Perth/Boorloo through the Margaret River Region along the South West Nature and Wine Drive. The campaign aligns with Ricciardo’s presence at high-profile events like the upcoming Formula 1 Grand Prix in Singapore and leverages his global fanbase to boost engagement.

In collaboration with international partners such as Qantas Hotels and Holidays, Skyscanner, and C-Trips, Tourism WA aims to convert interest into bookings through this campaign.

Stephanie Underwood, Acting Managing Director of Tourism WA, highlighted the importance of the Singapore market, which represents Western Australia’s second-largest international visitor segment. “This campaign encourages visitors from Singapore and across Australia to immerse themselves in the unique experiences WA has to offer,” she said.

Tourism WA’s ‘Drive the Dream’ campaign aims to strengthen the connection between Western Australia and road trip tourism, highlighting the diversity of experiences available across the state.

For more information and to watch the road trip film featuring Daniel Ricciardo, visit the Western Australia Road Trips website.