Western Australia Explorer is a 68-page biennial magazine promoting Western Australia as a ‘must-do’ destination to UK consumers. News, features and guidebook-style content, delivered in the tone of voice of a contemporary travel magazine, combine to inspire interest in WA’s extraordinary travel experiences – from swimming with the world’s largest fish to four-wheel driving in the Kimberley. For its creative excellence and effectiveness the magazine received a silver award at the UK Travel Marketing Awards, 2011.
In 2012, Tourism Western Australia launched a nationwide campaign to promote Perth, Western Australia’s state capital, as a holiday destination to UK consumers. The ‘Experience Perth’ campaign featured advertorials in a number of high profile UK magazines and newspapers including Vanity Fair, Condé Naste Traveller, Tatler, The Guardian and The Sunday Times. Telltale Media created two versions of the advertorial, which were co-branded with Air Malaysia and Qatar Airways respectively.