Extraordinary Taxi Ride wraps-up in Broome

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TaxiRide100.jpgTourism WA’s Extraordinary Taxi Ride has driven into Broome – the final destination on its journey across the State.

WA Tourism Minister Liz Constable said the 10,000 kilometre-plus taxi ride campaign,created by Sydney agency Host, had attracted significant media interestthroughout Australia and the world, paving the way for the next stageof the promotion.

“Although the journey phase of the campaign has come to its officialend, the extraordinary images, video and personal experiences collectedalong the way will continue to be used to market and promote WA in ourkey markets, domestically and internationally during the next year,” DrConstable said.

“For the past nine weeks, WA’s most extraordinary taxi driver, DougSlater, has led 22 passengers from Australia and around the globe onwhat we believe is a world-first for any tourism campaign.

“Passengers from WA, the Eastern States and as far afield as Germany,Singapore, Malaysia, New Zealand and the United Kingdom have come toexperience the extraordinary and contribute to the success of thecampaign.”

The Minister said the campaign had already been a resounding successwith international and domestic travel partners reporting significantincreases in bookings.

“The campaign has many months to go, but already generated mediaexposure worth more than $2.6million and reached a potential globalaudience of more than 60 million,” she said.

“The Extraordinary Taxi Ride has also had an immediate effect ontourism business with our travel partners reporting double andtriple-digit increases in bookings to WA, which they are directlyattributing to their involvement in the campaign.

“The campaign website has had more than 160,000 visits, with peoplespending 15,000 hours following the ride, plus television crews fromNew Zealand and throughout Australia joined the taxi entourage tofollow the journey.

“The taxi ride has been strongly supported in regional WA by hundredsof local operators and, with our international visitor numberscontinuing to rise, this campaign will further boost our appeal tovisitors around the world.”