A new tongue-in-cheek tourism campaign showcasing Broome and the Dampier Peninsula in Australia’s North West and featuring popular Australian actor Shane Jacobson has launched.

The five-episode video series features Jacobson’s trademark humour set amongst breathtaking locations including the Horizontal Waterfalls, Cape Leveque, Waterfall Reef and Shell Island at Cygnet Bay, and Cable Beach, and includes guest appearances by Traditional Owners and tour operators from the region.

The campaign was produced by Australia’s North West Tourism and follows the first successful ‘Broome Time’ campaign from 2019 that was viewed more than 3 million times.

The premise behind the new videos is that Jacobson is back to enjoy more ‘Broome Time’ until his shoes are washed out to sea by the incoming tide on Cable Beach. He then embarks on a journey of discovery, and self-discovery, through Broome and the Dampier Peninsula in search of his lost shoes.

The digital campaign launched on Monday 27 January with episode one, and the following four episodes will be released on social media and online across the next two weeks.

Jacobson said he was excited to have the opportunity to work in Broome again and to explore the Dampier Peninsula as part of the campaign.

“The only people who ask ‘why do people keep coming back to Broome?’ are people who haven’t been to Broome yet,” he said.

“The one thing I’ve discovered about the Dampier Peninsula is that you discover 10 new amazing things every time you go that you didn’t know were there the last time you went.”

Australia’s North West Tourism CEO, Natasha Mahar, said the campaign was targeting Perth and East Coast audiences at a time when Australians were being encouraged to holiday domestically as part of Tourism Australia’s #HolidayHereThisYear campaign in the wake of the bushfire crisis.

“Our aim was to create an entertaining, authentic and inspiring campaign that will get people talking, and Shane Jacobson’s a popular, down-to-earth celebrity figure in Australia so we’re excited to work with him for the second time,” Ms Mahar said.

“The campaign is actually based on real-life events – after filming wrapped on the first campaign in 2018, Shane really did lose his shoes and there was an actual ‘Great Shoe Search’ in and around Broome to find them!

“In producing the new video series we also worked closely with tourism operators and Traditional Owners on the Dampier Peninsula to highlight the amazing tourism experiences they have to offer travellers and holidaymakers.

“In 2020 there will be seasonal direct flights from Sydney, Melbourne and Brisbane into Broome, as well as year-round flights from Darwin and Perth, so it’s important that we capitalise on this increasing accessibility of Broome as a tourism destination.

“We’ve also partnered with Qantas Hotels for this campaign which significantly increases our reach through Qantas’ own marketing channels, and adds incentives for travellers to visit Broome such as doubling Qantas points for accommodation bookings.”

The video campaign can be viewed at https://www.australiasnorthwest.com/back-on-broome-time


Media Contact:
Natasha Mahar
Chief Executive Officer
Australia’s North West Tourism
M: 0455 333 877
P: 08 9193 6660
E: ceo@australiasnorthwest.com


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