In a first-ever collaboration between the social writer and a tourism consumer, LADbible Group and Tourism Western Australia have collectively launched a marketing campaign to encourage working vacation makers to contemplate Western Australia as their Australian state of selection.

The marketing campaign – ‘Observe the Solar’ – leverages LADbible Group’s international viewers and is geared toward inspiring Working Vacation Makers from the UK and Australia to enterprise over to Western Australia to work in hospitality and tourism roles, and celebrates what the state has to supply, each from an employment and a journey perspective.

Tourism Western Australia have partnered with LADbible Group to create an authentic video collection which heroes WA as a dream Aussie working vacation expertise. The marketing campaign, produced in-house, options former Australian cricketer and native resident Mitchell Johnson because the face of Western Australia. Mitch exhibits an actual British couple at present in Perth on their working vacation, why it’s the greatest place in Australia for a working vacation, and simply a few of the thrilling tourism and hospitality jobs on provide.

The collection sees a raft of video and written content material, masking every part from which industries are looking for staff, to story polls on WA info. The marketing campaign will roll out throughout all LADbible channels together with Fb, TikTok and Instagram.

The marketing campaign shoot featured a collection of LAD-firsts – first time capturing in Western Australia; first shoot with a tourism consumer; first in open waters; first marketing campaign shot underwater; and the primary marketing campaign to function a Welcome to Nation performed by an Aboriginal Elder as a part of a marketing campaign.

With a crew and forged of 12 individuals, the LADbible staff drove practically 1000kms, took 7 boat journeys, and flew drones to seize the footage on behalf of Tourism Western Australia.

Steve Hare, head of consumer service at Initiative, mentioned: “LADbible’s British heritage, mixed with their cultural velocity and affect amongst youthful audiences made them the pure associate for this temporary. Their distinctive progressive strategy to content material manufacturing, delivered to life with their collection that includes Mitchell Johnson, will little question see working vacation makers following the solar to Western Australia.”

Rachel Corridor, LADbible Australia, head of consumer options, added: “Not solely was this marketing campaign the primary from LADbible Group to expire of Perth, however was the primary wherein now we have focused each our UK and our Australian audiences on the similar time to land our consumer’s marketing campaign message. That is the facility of being a very international writer and made us the proper associate for Tourism Western Australia.”


Consumer: Tourism WA

Writer: LADbible Australia

Company: Initiative

Media Companion: Digital Loop