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.