The launch of a multimillion dollar ad campaign selling WA's unique beauty to tourists has unintentionally produced another local characteristic.
Everyone's mercilessly taken the mick out of the slogan/hashtag that will accompany it: 'Just another day in WA'.
At a tourism industry launch, one of the campaign's videos shows an attractive female actor walking along the beach in Lucky Bay, where she meditated on how she was the only person there apart from a kangaroo and how it was "just another day in WA".
Premier Colin Barnett said standing alone on a beach, even within Perth, and looking at a sky full of twinkling stars were among the state's natural features that would be unique to Europeans and Asians.
It should be sold to the world to get tourists to come to WA and boost the economy, he said, calling on West Australians to share their own moments using the hashtag #justanotherdayinWA.
They did and within minutes #justanotherdayinWA became a trending topic on Twitter, but not in the manner intended.
"Just paid 10 bucks for a coffee. #justanotherdayinwa", Xavier Roux posted.
Other tweets included: "Talk back radio subjects: mobile phones, shark attacks, drug taking footballers, people who can't merge #justanotherdayinWA" from Mark Griffin.
Debbie said: "Cheaper to fly to #Bali for the weekend than fly intrastate to visit #family and #friends #justanotherdayinWA"
"Still waiting for the escalators to be fixed at Perth station after six months" wrote Andy Parry.
Still, any publicity is good publicity, as the saying goes, and the aim is attract tourists, not please locals.
Tourism Western Australia paid international ad group Cummins & Partners an undisclosed sum to come up with it.
It has allocated $5.5 million domestically and more internationally to buy ads including short videos promoting the state.
Tourism is seen as underperforming industry within WA that has potential for growth, and the says it expects to generate millions of dollars for the economy out of the new campaign.
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