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Destination NSW last night unveiled its biggest and most expensive marketing blitz ever with the theme “Love Every Second in Sydney” designed to lure visitors to the harbour city during the winter months.
The campaign’s key message will highlight the city’s dining, arts & culture, shopping & fashion including signature events VIVID, the Sydney Biennale and world first musicals such as “An Officer and a Gentleman” with striking billboard imagery on buses, trams & airports in the key markets of Melbourne, Brisbane, Gold Coast & Auckland. “We’ve got to be bold, inspiring, captivating, compelling and do things differently if Sydney is to remain Australia’s premiere tourist destination”, said Sandra Chipchase, CEO Destination at the launch at the Museum of Contemporary Arts in The Rocks. “We’re sending a clear message. Look out, be afraid, NSW is fighting back,” said Chipchase. “In a unique departure from the past, this new campaign has a major digital & social media component where people can share images of their favourite Sydney events, places and experiences in strategic advertising placements,” said NSW Tourism Minister George Souris. He said the campaign will be the first time consumer-generated content will be uploaded on to some of the big outdoor sites in the key interstate & Kiwi markets,” He also said media channels have been chosen to capitalise on high impact, high quality visual imagery & will include billboard advertising in prominent CBD locations, & a very strong digital & social media focus. “The images will literally turn heads, and more than 10 high-profile bloggers will also contribute by “seeding” content into various elements of the campaign.” Asked by TD how much the campaign is costing, Sandra Chipchase said “I can’t say, except that it’s worth every cent.” Pic shows l to r Richard Evens, MD BridgeClimb |
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