Daniel Ricciardo drives the dream in Tourism WA's latest campaign

Tourism Western Australia has rolled out the next chapter of its “Drive the dream” campaign, featuring Australian-born F1 star Daniel Ricciardo and his close friend Blake in a laid-back road adventure through Western Australia's vast landscapes. Launched ahead of the 2024 Singapore Grand Prix (September 20-22), the campaign’s nearly nine-minute film draws viewers into a story of mateship, wanderlust, and a connection with nature, highlighting what makes Australia truly unique.

Against the backdrop of the lush South West, Ricciardo trades the high-speed intensity of the racetrack for a more grounded journey through wine country, rugged coastlines, and hidden gems that showcase Western Australia. The film weaves moments of spontaneity—like impromptu mountain biking in Collie and a surf lesson at Gas Bay—with the kind of relaxed indulgence Australia is known for. It’s a great blend of adrenaline, serenity, and authentic experiences that goes beyond just sightseeing.

With Singaporeans injecting $258 million into Western Australia and ranked as the second-largest group of international visitors to the state in 2024, the campaign hits close to home. The film invites WA's neighbours to break free from routines, hit the open road and rediscover the thrill of travel on their own terms. For a market that values both luxury and authenticity, the campaign's goal is to tap into a collective yearning for genuine connection—whether it’s with the land, the culture, or just with those around them. Ricciardo, a familiar face in both motorsport and mainstream culture and due to race in Singapore shortly, adds a relatable dimension that resonates with viewers beyond the typical travel narrative. 

Campaign's take: Australia never fails to mesmerise with its stunning landscapes, and this film perfectly captures the essence of the country’s values that resonate with people worldwide. With Singaporeans as a key audience, the campaign hits all the right notes. While Singapore is bursting with experiences—from culinary delights to cultural and heritage explorations—what many long for is the simple freedom to hit the open road and reconnect with nature. Daniel Ricciardo is a natural fit for the film, and he effortlessly blends into the narrative without feeling out of place. The standouts of course, are the undeniably stunning visuals—from star-studded skies and lush greenery to the inviting blue seas and intricate underground caves. It subtly champions Western Australia while keeping the friendship at the story's core. Despite its nearly nine-minute runtime, the film is timely, authentic, and fun to watch. Whether it drives the expected visitor traffic is uncertain, but as a showcase of what Western Australia offers, it's a winner.