Aiming to build its winter numbers and reach 2020
overnight visitor targets, Destination NSW has launched a new ‘bold’ campaign
telling Aussies and Kiwis they’ll ‘Love every second of Sydney’.
Launched today, the campaign was designed to emit a
romantic factor behind Sydney while showcasing the wide range of events running
throughout the city during the colder season.
Utilising ‘first time’ initiatives, the campaign
will include digital and social media promotion including a first ever eight
page fold out in the New Zealand Herald as well as tram wraps in Melbourne, bus
sign in Auckland and light projections in Brisbane and Auckland.
Describing promotional efforts as “captivating and
compelling”, Destination NSW chief executive Sandra Chipchase said this year’s
winter campaign will tell other cities, “look out NSW is fighting back”.
“We have to be innovative and do things differently,”
she said.
“We need to restore NSW as a leading destination.
“We want more visitors, more repeat visitors, new
markets and new partnership.”
She said the Group was also making an increased
effort in combining its events with tourism – promoting upcoming shows
including Vivid Sydney and the theatre production An Officer and a Gentleman
with its tourism marketing.
As part of the twenty-first century, social media
will also play a key role in the campaign with travellers urged to share their
favourite Sydney memories online as well as play a type of ‘pass the parcel’
game on Facebook that will see some lucky NSW fans win prizes every now and
then.
“Love Every Second in Sydney’ highlights our unique
dining, nightclubs, bars, art exhibitions, fashion and shopping as well as the
city’s signature events during the winter months,” Ms Chipchase added.
According to the Group up to 70
accommodation, attraction and tourism businesses will be involved, producing
special offers during the campaign.
(Source: e-Travelblackboard.com)
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