W. Australia calls in Shine

The Western Australia Tourist Board has enlisted Shine Communications to bring its ‘core values’ to life in the UK.

Shine is charged with promoting ‘five iconic experiences’ related to Western Australia: marine life; outback adventure; people and lifestyle; wine and food; and forests and flowers.

It will target adventurous Brits, and those who prefer rambling.

Agency managing partner Erika Hendrick said: ‘We want to remove Western Australia from the Bondi beach vision but without disparaging the country as a whole.’

Seal Communications held the brief previously.

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