Travellers often cite the Pilbara as simply a landmass to be traversed in order to reach the Kimberley from the Pilbara, or vice versa. While there are actually a significant number of visit worth attractions in the region it is fair to say they are far apart and not bound together in any thematic fashion. This means that travellers with specific interests are not targeted and the presentation of information to these travellers is ad-hoc at best.
Signage is an extremely important element of any destination branding, marketing and communications strategies, and in 2017, the PRC was successful in securing funds to deliver a re-invigoration of Warlu Way signage. This presents an opportunity to roll out consistently branded signage for the region, showcase a consistent tourism experience and raise awareness of the region’s attractions and features.