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Sydney goes Bollywood in campaign for Indian tourists

February 13, 2014 Destination Global, Headline News No Comments Email Email

egtmedia59Sydney’s harbourside Museum of Contemporary Arts (MCA) turned into a Bollywood extravaganza on Tuesday evening, with the launch by Destination NSW of the ‘Jhappi Time’ campaign, which translates to ‘Hug Time’ in Hindi.

Indian travel agents and journalists, dancers and entertainers were on hand, along with their Australian counterparts. Destination NSW chief executive Sandra Chipchase spoke a few sentences of greeting in Hindi as she addressed an enthusiastic audience.'Jhappi Time' launch in Sydney

‘Jhappi Time’, Chipchase explained (in English) is an integrated campaign that supports industry partners and travel wholesalers to promote ‘Jhappi Time’ travel packages and airfare offers to Indian travel agents and visitors. It aims to build on NSW’s reputation as the key destination for Indian travellers to Australia.

The colourful launch was attended by world famous Australian-Indian Bollywood director, Anupam Sharma, who filmed the ‘Jhappi Time’ campaign. The audience got its first glimpse of his innovative campaign, which features four commercials telling stories of families from India enjoying time with family and friends in Sydney and NSW.

Sharma portrays Sikh and Hindu families reuniting with loved ones studying and working in Sydney. The short stories are full of fun, 'JHappi Time' launch in Sydneysprinkled with vivid shots of NSW attractions, accompanied with Bollywod-style singing and dancing set against iconic backdrops like the Sydney harbour Bridge and Opera House.

Chipchase said the campaign was perfectly positioned, as 38% of Indian visitation to NSW consisted of VFR travellers. She said the NSW Indian community was eager to promote its new homeland to its old homeland.

NSW Minister for Tourism, Major Events and the Arts, George Souris, said the digital campaign would encourage visitors from India “to enjoy the best NSW has to offer, whether it be our stunning harbour, sandy beaches or unique regional attractions”.

Souris said more than 77,000 visitors arrived in NSW from India in the year to September 2013, accounting for 48% of all visitors from India to Australia.

“More than 60% of these tourists arrived in NSW for the very first time, 38% were visiting family and friends, and almost 37% had chosen this great state as their holiday destination of choice.”

“The extraordinary scenery is complemented with scenes of Bollywood dancing and music while promoting Sydney, which was recently ranked the world’s safest and friendliest city.”

The audience learned that Sydney (served non-stop from India four times weekly by Air India using B787 Dreamliners) is the number one Australian destination for Indian travellers, with Regional NSW also growing in popularity among tourists from India. India is also one of the State’s most important tourism, trade and business investment markets.

NSW Premier Barry O’Farrell said ‘Jhappi Time’ would enhance tourism from India, which was currently worth an estimated AUD 183 million a year to the NSW economy.

“Growing the tourism market is essential for jobs and investment in NSW and that’s why we’re doing so much to encourage people from India to come and visit our great state,” O’Farrell said.

“The NSW Government is committed to boosting the number of tourists visiting our shores because of its importance to growing the economy and improving jobs, especially for young people.”

Written by : Peter Needham

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