The decision to officially launch the West Australian Labor election campaign 10 days before the Liberals may well prove to be a masterstroke, but will it be enough to elevate leader Mark McGowan to premier?

After a flurry of big-spending announcements, reporters haven't been able to resist the question of whether the campaign will run out of steam, something the 45-year-old has categorically rejected.

NSW-born Mr McGowan, who moved west with the Royal Australian Navy in 1991, has not unexpectedly stepped up efforts to enhance his public image and shake off his "wooden" tag, promoting his Twitter account, his own website and launching a new TV advertisement showing him all-smiles on the foreshore of his working class electorate of Rockingham, as well as playing cricket with his three children.

He is depicted as a family man - a man of the people who understands their everyday frustrations like traffic congestion and cost of living pressures - themes that no doubt resonate with many.

The PR blitz makes sense: when Mr McGowan took over the Labor leadership in January last year, he admitted that many West Australians did not know much about him personally and he would have to work hard to gain the community's trust and sell his policies before the election.

While Perth's suburbs have been well tramped, the regions may figure more as the campaign progresses.

A little known fact about Mr McGowan, who is still a member of the Navy Reserves, is that he was awarded the Governor General's Commendation for Bravery for rescuing an unconscious driver from a burning car in 1995.

He served as a legal officer at HMAS Stirling until mid-1996, and was the deputy mayor of Rockingham before being elected to state parliament later that year.

His accomplishments include liquor restrictions on communities in the north west, major resources project approvals including for Gorgan, and major curriculum changes including more exams and new courses.