Australia’s South West, the Regional Tourism Organisation, has launched a new brand platform, ‘Dream Deeper’.

The rebranding aims to unify the region’s tourism industry and attract visitors seeking authentic experiences. The new brand aligns with Tourism Western Australia’s overarching state brand, ‘Walking On A Dream’. ‘Dream Deeper’ encourages travellers to explore lesser-known areas and engage with the region’s natural environment. The new brand will guide Australia’s South West’s marketing initiatives moving forward.

A digital and social media campaign will launch in September and run through to the end of October, showcasing the diverse experiences across four sub-regions: Bunbury Geographe, Margaret River Region, Southern Forests & Valleys, and Great Southern. Australia’s South West worked directly with Tourism Western Australia on the development of ‘Dream Deeper’.

“The ‘Dream Deeper’ brand aligns the strengths of the sub-regions to show visitors that there is always more to see, more to do, and more to experience in Australia’s South West,” said Catrin Allsop, Chief Executive Officer of Australia’s South West Regional Tourism Organisation. “This brand is not solely about showcasing our region’s beauty; it’s about inviting travellers to connect with nature, our communities and our rich cultural history in a sustainable and meaningful way.”

One of the goals is to foster regional collaboration. A newly released Collaboration Guide offers insight on integrating the brand into regional marketing efforts and participating in broader destination management strategies. “Tourism Western Australia’s ‘Walking On A Dream’ brand has valuable brand equity that our region can leverage,” Allsop added. “We have capitalised on the opportunity and have delivered a cohesive brand for the region that will achieve greater audience reach.”

Australia's South West represents Western Australia's South West region, encompassing Bunbury Geographe, the Margaret River Region, the Southern Forests and Valleys, and the Great Southern.