Collie, Margaret River take centrestage in international ad campaign starring Daniel Ricciardo

A campaign promoting South West road trips will launch at this week’s Formula One Grand Prix in Singapore starring WA F1 sensation Daniel Ricciardo. The nine-minute video will play in Singapore and Australia for the next four weeks featuring Ricciardo and his friend Blake — who mountain bike in Collie, visit a winery in Margaret River and head into Yallingup’s Ngilgi Cave. Collie’s Wellington Dam along with Pemberton and Bridgetown also get aerial features in the video. The video aims to attract more visitors from Singapore — Western Australia’s second largest international tourist market worth $258 million in the year ending March 2024. This marks the second Drive the Dream campaign Ricciardo has been in after last year taking a road trip along the Coral Coast Highway to Exmouth. The first video reached more than 136 million people, according to the State Government. Tourism Minister Rita Saffioti said the campaign would capitalise on a close market. “Kicking off this campaign at the Singapore Grand Prix with a world-famous West Australian like Daniel Ricciardo promoting our incredible State to an international audience is fantastic for local tourism,” she said. “Western Australia is easily accessible from Singapore by a direct five-hour flight, and as the second-largest country for both visitor spend and volume of travellers in WA it makes sense for us to continue focusing in on this market.”