Tourism Western Australia (Tourism WA) has unveiled a new marketing campaign - The Extraordinary Taxi Ride.

Part of its Experience Extraordinary brand, Tourism WA is planning a nine-week, 11-leg tour of the Australian state by taxi - and has launched a worldwide competition to find 22 people to go along for a section of the ride each when it begins in April.

"We wanted to showcase our amazing natural wonders, fantastic people and extraordinary offerings to Australians, and to the world, in a truly unique fashion," Tourism WA's acting chief executive officer, Stephanie Buckland, said.

"Our extensive research tells us that our target consumers don't know what there is to do and see in WA, which is a barrier to travel. They are not aware of the unique experiences on offer here, experiences which can't be found anywhere else in the world.

"We want people to know that for an extraordinary holiday, you need to come to an extraordinary place - in short, this is what led us to the creation of Experience Extraordinary as our new brand, and in turn, the Extraordinary Taxi Ride."

A campaign has also been launched to find the taxi driver, with five finalists selected. The winner will be voted for by the public.

Tourism WA intends to film the journey for TV to promote the state.