New Perth and Western Australia marketing campaign


A new marketing campaign focusing on selling Perth as a holiday destination on Australia’s west coast has been launched by Tourism Minister Paul Papalia.

‘Hotel Perth’ has been developed to showcase the changing face of Perth and reposition the city as a vibrant destination on nature’s doorstep.

It is a targeted campaign to reignite interest on the west coast and drive increased visitation to Western Australia.

The campaign shows Perth as an affordable place for a holiday by offering hotel deals in three categories – under $200, under $300 and luxury ($300 and over). These are multi-night deals.

The advertisements also feature some of Perth’s natural attractions including Kings Park and Rottnest Island, as well as some of the great new hotels and entertainment precincts that have opened up around the city, including Optus Stadium and Elizabeth Quay.

Hotel Perth is an integrated campaign across television, print, public relations, content, digital, social and electronic direct mail. It starts on Wednesday, February 28 and runs until March 31, 2018.

The television ad and other information about Hotel Perth can be viewed on the Tourism Western Australia website at

Comments attributed to Tourism Minister Paul Papalia:

“Tomorrow, I’m launching this campaign to members of the travel industry in Sydney and I’ll be reinforcing the message that Perth is a quality, affordable and vibrant destination that is close to wineries, stunning beaches and a range of extraordinary natural attractions and experiences.

“Hotel Perth is a great concept which will help us highlight some of the changes that have occurred across our city, including Optus Stadium and the growing bar and restaurant scene.

“As well as Hotel Perth, over the coming months Tourism WA will deliver other interstate marketing initiatives including an AFL tourism campaign, promotion of regional areas such as Broome, the Kimberley, Exmouth and the Coral Coast, and a series of co-operative campaigns.”

Juergen Thomas Steinmetz has continuously worked in the travel and tourism industry since he was a teenager in Germany (1979), beginning as a travel agent up through today as a publisher of eTurboNews (eTN), one of the world’s most influential and most-read travel and tourism publications. He is also Chairman of ICTP. His experiences include working and collaborating with various national tourism offices and non-governmental organizations, as well as private and non-profit organizations, and in planning, implementing, and quality control of a range of travel and tourism-related activities and programs, including tourism policies and legislation. His major strengths include a vast knowledge of travel and tourism from the point of view of a successful private enterprise owner, superb networking skills, strong leadership, excellent communication skills, strong team player, attention to detail, dutiful respect for compliance in all regulated environments, and advisory skills in both political and non-political arenas with respect to tourism programs, policies, and legislation. He has a thorough knowledge of current industry practices and trends and is a computer and Internet junkie.