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NSW Government launches major summer tourism campaign

October 26, 2013 Destination Global No Comments Email Email

The NSW Government is investing almost $2 million in a concerted campaign to promote tourism throughout the State over summer.

Minister for Tourism and Major Events, George Souris said: “In light of the devastation from bushfires in some of the State’s finest tourism regions, the Government is also keen to help the tourism industry in those communities in particular, recover.  Tourism is a critical part of many of these communities.  Once the fires have been controlled, the Government’s tourism and major events agency, Destination NSW, will work with local operators Sidebar LBH 250x250and community leaders to prioritise where help is needed the most. Support will include ensuring in the lead up to a busy summer holiday period, that visitors know the regions are ‘open for business.”

Entitled ‘Love Every Second’ and ‘It’s ON’, two new simultaneous campaigns will showcase Sydney and regional NSW’s best tourism experiences, attractions and events, from this Sunday 27 October. The campaigns will appear across print, outdoor and digital media, including a 40-page, full colour magazine called Love Every Second in Sydney and NSW, inserted into 1.9 million newspapers across Australia and New Zealand. Also featured will be a new interactive digital magazine for iPad with video content and simple ‘click to book’ event tickets directly online, available to download free from the Apple Newsstand.

Destination NSW Chief Executive Officer, Sandra Chipchase, said this season’s campaigns reinforce Sydney and regional NSW as exciting, energetic and unique short break destinations during summer.

“Once again we will have a strong presence in major interstate markets like Melbourne and Brisbane, including outdoor advertising in key CBD locations including the Young and Jackson intersection adjacent to Federation Square and Flinders Street Station in Melbourne, and Brisbane’s shopping hub on Queen Street. TV advertising will also feature with the new ‘It’s ON!’ TVC presenting the huge range of events on in Sydney and Regional NSW featuring a new music track recorded with talented NSW singers Carmen Smith and Fergus Brown,” Ms Chipchase said.

Destination NSW estimates the campaign will inject more than $225 million into the NSW economy from overseas, interstate and intrastate visitor expenditure. There are 96,564 businesses in NSW involved in tourism which directly and indirectly employs 257,000 people. As at Year End June 2013, Sydney received 29.2 million visitors, who stayed 79.9 million nights and spent $13.5billion. In the same period, Regional NSW received 51.3 million visitors who stayed 73.9 million nights and spend $13.1billion.

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