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Optus Stadium view from the Swan River at twilight.
  • Tourism WA's 2020 AFL marketing campaign launched on the east coast
  • Campaign targets Victorian, South Australian and New South Wales markets
  • Sporting personalities Abbey Holmes and Matthew Richardson featured
  • Campaign will add to State Government's recent work to boost domestic tourism 

Launched in Victoria, South Australia and New South Wales today in the lead-up to the first AFL game in March, the five-month campaign features AFLW player, commentator and media personality Abbey Holmes and former Richmond Tigers legend, media personality and AFL commentator Matthew Richardson.

The pair feature in a series of videos targeting passionate fans of specific clubs. South Australian-born Holmes appeals to Adelaide, Port Adelaide, Sydney Swans supporters to travel to WA, experience a game and 'play on' in Perth, while Melbourne-based Richardson urges Victorian fans to be part of the action.

The campaign will showcase WA experiences and attractions such as revitalised Perth, Rottnest Island and wineries in the Swan Valley. It will start with social and digital activity, followed by television commercials on the Seven Network during interstate AFL matches to promote Perth as an AFL tourism destination.

The campaign videos feature the 'Holiday Here This Year' logo, and will complement the McGowan Government's recent proactive $12.85 million package to boost domestic tourism and support the local industry following the coronavirus outbreak and east coast bushfires.

This will be complemented by tailored campaigns with individual football clubs in Victoria, South Australia and New South Wales to entice members and networks to travel with their AFL team to Perth for the ultimate AFL getaway.

Figures from independent research show a total of 23,832 interstate visitors came to WA for an AFL game last season and spent close to $26 million. Travellers visiting Perth from regional WA bolstered the benefits for the Perth tourism industry even further — combining with east coast visitors to deliver more than $59 million during the 2019 season.

Travel packages will also be on offer. To find out more about the 2020 AFL marketing campaign, and to view one of the campaign videos, visit the Tourism WA corporate website.



Page reviewed 27 February 2023