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20 Million Visits for Destination NSW’s Consumer Websites

July 26, 2014 Destination Global No Comments Email Email

Destination NSW continues to lead the digital marketing space, far exceeding its competitors for website traffic and social media engagement last financial year, Destination NSW Chief Executive Officer Sandra Chipchase announced today.

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“Destination NSW’s consumer websites, Visitnsw.com, Sydney.com and Vividsydney.com have attracted more than 20 million visits in just 12 months, making NSW the number one Australian Tourism Organisation for website traffic,” Ms Chipchase said.

“Of the record 20 million visits, almost 4.9 million leads for industry were generated, which is great news for tourism in this State.

“We are also the fifth largest destination and accommodation website in Australia, with the first four spots occupied by large national booking websites: TripAdvisor; Booking.com; Agoda.com; and Stayz.com,” she said.

“Destination NSW’s Facebook pages have also attracted over 1.8 million fans and over 1.3 million Google+ circle followers.

“During Vivid Sydney this year, the festival’s Facebook page delivered around a 99 per cent engagement rate (the number of comments and shares generated by a post), which is way above the Facebook benchmark of between 2-4 per cent.

“These results proved that digital innovation and leadership, which are key priorities of the NSW Government’s Visitor Economy Industry Action Plan, are clearly being delivered by Destination NSW.

“This is a true indicator of the organisation’s ability to provide engaging and informative online content and products in order to promote Sydney and NSW to international and interstate audiences and to drive tourism and visitor expenditure.”

In March 2014, Destination NSW relaunched its consumer websites, Sydney.com and Visitnsw.com, to be optimised for viewing on mobile devices and, as a result, leads to the NSW tourism industry have increased by 48 per cent from mobile device users.

In addition, Destination NSW’s strong integrated marketing campaigns have played an important role in driving visitors to digital sites. The seasonal ‘Love Every Second of Sydney’ in Winter and Summer campaigns, launched in 2012, continues to deliver exceptional results and drive high quality leads to the NSW tourism industry.

Ms Chipchase said it was exciting time for her agency as they continue to push the boundaries when it comes to digital innovation.

“Our focus will remain on developing and delivering interactive digital marketing products and campaigns, which are not only firsts for the tourism and events industries but drive increased visitation to NSW and help us achieve our goal of doubling overnight visitor expenditure by 2020,” Ms Chipchase said.

“These excellent results follow Destination NSW receiving the Best in Digital Advertising – Travel or Tourism at the 2014 Australian Interactive Media Industry Association (AIMIA) Awards for our ground-breaking Sydney in 360° project.”

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