Western Australia Promotes Road Trips via ‘Drive the Dream’, Led by Daniel Ricciardo

Western Australia is set to be showcased as the ultimate destination for road trips in a new global tourism campaign led by Western Australian and Formula 1 driver Daniel Ricciardo.

Western Australia will be showcased as the ultimate destination for road trips in a new global tourism campaign ‘Drive the Dream’, led by famous Western Australian and Formula 1 driver Daniel Ricciardo. The Drive the Dream campaign invites travelers to explore Western Australia as the ultimate destination for a self-drive holiday and follows Ricciardo and his best mate Blake on their roadtrip from Perth to Exmouth along the Coral Coast Highway.

The pair enjoy a number of iconic Western Australian tourism experiences, including swimming with whale sharks, catching and cooking fish as part of an Aboriginal cultural experience and camping out at Bullara Station. The campaign will be rolled out over the next 12 months across Australia and the State’s key international markets, including Europe, the UK, South East Asia and Japan, aiming to attract visitors to WA and inspire them to take their own road trip.

Premier Roger Cook, mentions “Drive the Dream is the latest instalment of the Walking on a Dream campaign, to further entice travelers to experience our State via the open road. Daniel Ricciardo is the perfect talent to front this campaign, as a proud Western Australian and global Formula 1 superstar, to help draw thousands of out-of-State visitors to WA to explore the one-of-a-kind adventures on offer – creating local jobs and supporting local business right across the State.”

Tourism Minister Rita Saffioti mentions, “WA has incredible, vibrant communities and destinations across the State which are just waiting to be explored by travelers from far and wide. It seems only fitting that such an iconic road trip is experienced and showcased to the world by proud Western Australian and Formula 1 driver Daniel Ricciardo, and we’re thrilled to have his support to encourage people from around the world to experience what WA has to offer.”

Drive the Dream will also include partnerships with Qantas, Trip.com and Expedia, to encourage travel bookings to Western Australia.