We were asked to continue raising the profile of WA Day to new levels in 2017. WA Day is Western Australia’s very own long weekend, having been changed from Foundation Day back in 2012. We’ve been helping to build the profile of the holiday across the State and promote the key events for the past five years using media, social media and social advertising.
Our challenge in 2017 was to keep growing the profile and reach of WA Day across the state using the wide range of media and social media platforms. WA Day incorporates a number of key activities and events including the WA Day Festival at Perth and Fremantle, as well as regional events in Albany, Bunbury, Geraldton, Kalgoorlie, Mandurah, Newman and Port Hedland.
The long weekend starts with the awarding of the state’s highest honour – the Western Australian of the Year Awards, and culminates with the free SOTA music festival showcasing the very best of WA music. In between, thousands of families and people of all ages enjoy the showpiece public event at Elizabeth Quay.
Our goal is to attract people to all events, keep all West Australian’s talking about what’s great about our State, and encouraging people to get out and about and something special for themselves on their long weekend.
We worked intensively with all media over many months to secure widespread coverage of WA Day. Independent monitoring and analysis of the media coverage for WA Day showed that it resulted in nearly 700 separate articles and broadcast items valued at more than $4.8 million. Across the WA Day owned social channels on Facebook, Instagram and Twitter we recorded nearly 115,000 engagements.
An estimated 80,000 people enjoyed the WA Day Festival events across the state, not to mention all the other West Australians who were able to have a great time on their holiday weekend.