The campaign ran across several phases including recruiting and voting for the taxi driver, promoting the journey and a chance to win a place in the cab, a well as going on the journey itself.Once the journey was completed, the last phase of the campaign used all the content from the road showcasing how the passengers connected with Western Australia through their extraordinary experiences.A multi-channel campaign, it appeared in over 15 channels: Cinema, Press, Radio, OOH, 1 hour documentary, Online Display, Direct Mail, Social Media, Ambient, PR, Branded Content, Online hub, Webisodes, EDM, In-taxi messaging and local events.

• Tourism WA report $5.5million in media coverage globally reaching 98 million.• Campaign awareness of 76% in WA and 46% in states outside of WA.• WA considered extraordinary by 59% of people intrastate and 44% interstate.• 20% increase in travel partner booking directly attributable to the campaign.• ROI to date of $13 of the WA economy for every $1 invested in the campaign – equating to a total injection of $72 million.