‘Disappointing': Why is east coast talent producing WA's next tourism campaign?
The Brand Agency has been tasked with producing the next iteration of Tourism WA's Walking on a Dream campaign, with Cook confirming that about 30 per cent of the production would take place outside WA.
'It's pretty disappointing, right? And we know that in WA, we've got some great production crews, and I'm sure that work could have been undertaken in Western Australia.,' he said.
'They've assured us that of that production crew, 70 per cent will be sourced from Western Australia, but I just invite them to reflect on the fact that WA has great production, great people working for creative industries. I can't see a need to export that sort of work.'
When asked whether he could reverse the contract, Cook said it had already been struck, and he had only found out about the outsourcing of work on Thursday.
Deputy Liberal leader Libby Mettam said the issue showed the government wasn't listening to its own Made in WA message it took to the March election.
'This program was meant to be about selling a message about backing Western Australia, and yet the Premier isn't,' she said.
'It's extraordinary hypocrisy, the fact that they are looking outside WA to sell this important message highlights the fact that the Premier is not listening to his own message and is not backing the expertise that we have here in this state.'
Independent Commercial Communications Businesses lead Mark Braddock said on ABC radio on Thursday morning that, by their calculations, five of the last eight major productions from the WA government had been sent over east.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Sky News AU
4 hours ago
- Sky News AU
‘Shocked': Controversial artist reinstated to represent Australia at 2026 Venice Biennale
Liberal MP Julian Leeser says Creative Australia's decision to reinstate artist Khaled Sabsabi to represent Australia at the 2026 Venice Biennale is 'wrong'. 'The minister was shocked by these works back in February,' Mr Leeser told Sky News host Steve Price. 'I think their decision to reinstate Mr Sabsabi is wrong.'
ABC News
7 hours ago
- ABC News
'Walking on a Dream' ad campaign spruiking WA tourism outsourced to east-coast company
A taxpayer-funded ad campaign spruiking Western Australia to tourists is being led by an east-coast production company, in a move the premier has called 'disappointing" and urged the decision to be reconsidered. Tourism WA is working on the next phase of its 'Walking On A Dream' campaign, which hopes to sell the state as a "premium holiday destination" to travellers across Australia and the world. A state government spokesperson said while local company The Brand Agency had been chosen to "lead development and production" for the next stage of the campaign, an east coast-based director and production company would be used for part of the work. The spokesperson said the agency assessed more than 50 suppliers, including ones from WA, for their experience, timeframes and ability to "deliver value for money" for the taxpayer-funded campaign. "Unfortunately, while a local production company and director were shortlisted, the cost identified was prohibitively higher than the chosen option," the spokesperson told ABC Radio Perth. They explained the shoot will use at least 70 per cent West Australian crew members and showcase a number of WA tourism operators. Premier Roger Cook said it was a "pretty disappointing" result. "We know that in WA we've got some great production crews and I'm sure that work could have been undertaken in Western Australia," he said. "I would just invite them [The Brand Agency] to reflect on the fact WA has great production, great people working in the creative industries. Deputy Liberal leader Libby Mettam said the government needed to listen to its own 'Made in WA' message — a tagline it is using to sell efforts to diversify the state's economy. "Western Australians have the expertise and the know-how and capability to deliver this campaign and it's extraordinary hypocrisy that the Cook Labor government are not employing our own experts to deliver this campaign," she said. The premier responded: "We want Made in WA to be a reality." "It would've been good if they could've just made sure that they were part of that," he said of The Brand Agency. In budget estimates, Creative Industries Minister Simone McGurk had said the government was "proud of the work" it had been doing to grow the local screen industry. "Both building the new studios which are expected to be completed by early next year, but also making sure that we do everything we can so that West Australian talent is fostered," she said. Ms McGurk highlighted a $5 million targeted industry capacity-building program, to address "urgent small infrastructure and capacity needs" of WA businesses, and incentives offered to productions which spend a minimum amount in WA. "While there won't be a mandated component for local content, actually making sure that there are opportunities for West Australians and West Australian companies is very much at the core of the screen industry strategy," she said. The Brand Agency has been contacted for comment.
Sydney Morning Herald
7 hours ago
- Sydney Morning Herald
‘Disappointing': Why is east coast talent producing WA's next tourism campaign?
WA Premier Roger Cook has taken an extraordinary swipe at the state's largest creative agency after it was revealed 30 per cent of the next major tourism campaign for the state will be produced on the east coast. The Brand Agency has been tasked with producing the next iteration of Tourism WA's Walking on a Dream campaign, with Cook confirming that about 30 per cent of the production would take place outside WA. 'It's pretty disappointing, right? And we know that in WA, we've got some great production crews, and I'm sure that work could have been undertaken in Western Australia.,' he said. 'They've assured us that of that production crew, 70 per cent will be sourced from Western Australia, but I just invite them to reflect on the fact that WA has great production, great people working for creative industries. I can't see a need to export that sort of work.' When asked whether he could reverse the contract, Cook said it had already been struck, and he had only found out about the outsourcing of work on Thursday. Deputy Liberal leader Libby Mettam said the issue showed the government wasn't listening to its own Made in WA message it took to the March election. 'This program was meant to be about selling a message about backing Western Australia, and yet the Premier isn't,' she said. 'It's extraordinary hypocrisy, the fact that they are looking outside WA to sell this important message highlights the fact that the Premier is not listening to his own message and is not backing the expertise that we have here in this state.' Independent Commercial Communications Businesses lead Mark Braddock said on ABC radio on Thursday morning that, by their calculations, five of the last eight major productions from the WA government had been sent over east.
