Tourism Western Australia has today launched the second iteration of ‘Drive the Dream’, a road trip focused tourism campaign featuring West Australian-born Formula 1 driver Daniel Ricciardo.

Launching in Australia and Singapore ahead of the Formula 1 Grand Prix this weekend, the campaign aims to attract visitors to Western Australia from Singapore and across Australia and will later be rolled out across other key international markets over the next 12 months.

Singapore is WA’s second largest international market by both visitor spend and volume of inbound travellers, with 92,000 visitors injecting $258 million into the state year ending March 2024.

This latest version of Drive the Dream continues to build the association between Western Australia and road trip holidays by connecting and showcasing the diversity of iconic destinations and experiences on offer throughout the state.

As the part of the campaign, a short film has been shot that features Daniel Ricciardo and Blake on their latest road trip, this time from Perth/Boorloo through the Margaret River Region and beyond, along the South West Nature and Wine Drive. The multi-channel media strategy aims to maximise visibility and engagement by tapping into Ricciardo’s global fanbase and his presence at high-profile events like the Grand Prix in Singapore.

Tourism WA has collaborated with major international partners to drive conversion and bookings through the campaign, leveraging in-market partnerships with Qantas Hotels and Holidays, Skyscanner, and C-Trips.

Tourism WA Acting Managing Director Stephanie Underwood said the campaign encourages travelers from Singapore and Australia to fully immerse themselves in all that Perth and WA’s South West region has to offer.

“By showcasing a variety of unique experiences and attractions, we hope to inspire longer and more engaged stays from international and interstate visitors, including the Singapore market, which represents huge growth potential for Western Australia,”  Underwood said.

“The Walking On A Dream destination brand and our experience-led campaigns like Drive the Dream have played a crucial role in revitalising WA’s visitor economy and igniting a sense of adventure in every traveler, and we look forward to continuing that momentum with this campaign,” she added.