Fall in Love with Western Australia - Where Extraordinary Lives Forever

Tourism Western Australia is inviting people to fall in love with the State of 'extraordinary experiences', with the release of a new marketing campaign that focuses on reconnecting with your loved ones in Western Australia (WA).

The $3.6 million campaign consists of television, cinema and print advertising - featuring some of the most extraordinary landscapes found in the north and south of the State. It aims to create an emotional connection with people by focusing on getting away from everyday life and reconnecting with those who matter the most, while experiencing the magic and beauty of extraordinary WA.

Tourism WA CEO Stephanie Buckland said research revealed that people want to spend their holidays reconnecting with their friends and family.

"They want to get away from their everyday lives and experience things that are extraordinary - and there is no better place than Western Australia to do this," Ms Buckland said.

"Creating lifelong memories with the people most important to them is what they hope to get out of a holiday.

"We wanted to not only show people the extraordinary holiday experiences on offer in Western Australia - but also demonstrate how those experiences could make them feel.

"These ads unashamedly feature couples - the actors featured are in fact real-life couples - because we are aiming to make an emotional connection with consumers."

Utilising the style of 'cinematic intimacy' and a unique soundtrack composed by international artists Jonsi and Alex - the ads target a demographic of people who believe a holiday is more than a rest and believe you get back what you put in.

The uniquely Western Australian locations that are showcased include El Questro Wilderness Park, Home Valley Station, the Bungle Bungle Range, Cable Beach and Gantheaume Point in the North West; and the Stirling Ranges, Cape to Cape track, Mandalay Beach, Lake Cave, Boranup Forest, Greens Pool, Smiths Beach and Cullen Winery in the South West.

To coincide with the campaign launch, Qantas and Tourism Western Australia have launched a cooperative tourism campaign - the first as part of the $7.65 million, 3 year partnership that was announced earlier this month.

The campaign will feature great travel deals between the East Coast of Australia and Broome and Perth -`with fares starting from $199 one way. The campaign includes press, digital, radio and social media and w`ill run through until Monday 30 September.

Sale Dates: 24 - 30 September 2013
Travel period: 20 October - 12 December 2013
To find out more visit: www.qantas.com.au