New Tourism Campaigns for Sydney and NSW

SYDNEY, 27 May 2010 – Minister for Tourism Jodi McKay was at Rockpool Bar and Grill in Sydney with City of Sydney Lord Mayor Clover Moore, Tourism & Transport Forum Managing Director Christopher Brown and Rockpool owner and chef Neil Perry to launch two new tourism marketing campaigns for Sydney and Regional NSW.

Ms McKay said the NSW Government was working with a range of well-known Sydneysiders and tourism industry partners to ramp up efforts to attract more international and domestic tourists to Sydney.

Australia Tourism, Iconicity“We know that Sydney is seen around the world as Australia’s only global city, it’s up there with Paris, Rome, London and New York,” Ms McKay said.

“We want to capture all the extraordinary aspects of Sydney – its ethnicity, diversity, audacity - under the Sydnicity banner, to describe the city’s unique energy and to build on visitors’ positive perceptions of Sydney, in Australia and around the world.

Australia Tourism, Synchronicity“People know about Sydney’s fantastic food, fashion, arts and culture, natural beauty, and outdoor lifestyle, but we have so many more stories to tell,” Ms McKay said.

Ogilvy & Mather's Sydney office has been working closely with Tourism NSW since 2008 and the development of both the Sydney and Regional New South Wales campaigns illustrates the agency's deep understanding of the tourism industry.

Ogilvy and Mather's CEO Stuart O'Brien said "Both campaigns represent an enormous collaborative effort between Ogilvy and Tourism NSW and initial reactions from the industry and consumers have been very positive."

Some of the names signed up to the new Sydnicity campaign include:

  • Fashion designers Sarah-Jane Clarke and Heidi Middleton (Sass and Bide);
  • Award winning chefs Neil Perry (Rockpool) and Matt Moran (Aria);
  • Australian Chamber Orchestra artistic director Richard Tognetti; and
  • Seven time ASP women’s world surfing champion Layne Beachley.

These globally recognised Sydneysiders are all passionate about their city and they’ve made a fantastic contribution to the campaign by offering their own ‘Sydnicity’ moments. Lord Mayor of Sydney Clover Moore said that the new campaign would build on the global profile achieved by such events as Sydney’s New Year’s Eve celebrations.

“Competition in our region is increasingly fierce and we must continue to sell our great City to other states and the rest of the world,” Ms Moore said. “By promoting Sydney through this campaign we are inviting tourists, supporting local jobs, and opening the door to new opportunities and investment in our economy.

Australia Tourism, Surroundings“This campaign goes beyond recognising our iconic attractions like the Sydney Harbour Bridge and Sydney Opera House – it exposes some of Sydney’s hidden assets. While other Australian cities may try to challenge Sydney, we are the most popular destination for overseas travellers,” Ms Moore said.

Tourism & Transport Forum Managing Director Christopher Brown said the State’s tourism industry is fully behind the new campaigns. “The new campaigns are strongly on brand, backed by extensive research, and will help to build our brand equity,” Mr Brown said.

"Prospective visitors need to know about the great experiences and attractions New South Wales has to offer and this campaign brings a fresh perspective.

“This is a timely investment in promoting Sydney and regional New South Wales, which will help tourism operators capitalise on the continuing strength in the Australian economy,” Mr Brown said.

Ms McKay said the Sydney campaign would be rolled out in a number of stages. “Between now and early June we’ll be running 60 second television advertisements in Melbourne and Brisbane together with 15 second advertisements featuring our well known Sydneysiders. The domestic television campaign will be supported by cinema and digital marketing and a print campaign in a range of travel and lifestyle publications from early May. Over the next twelve months we will launch the Sydney campaign in key international tourism markets – New Zealand, the UK, the US and South East Asia – at events including the Shanghai World Expo in July and G’Day UK in September.

“In addition, we’re working with a range of international airline partners – including Jetstar, Qantas, Emirates, Singapore Airlines, V-Australia, Etihad, Qatar and China Southern – to build Sydney’s profile and encourage more visitors from overseas markets.”

Ms McKay said the new Regional NSW campaign would highlight the diversity and variety of holiday experiences available in NSW.

“And with so much to offer – from rainforest to outback desert, from beach to snow – we’re asking people in Melbourne, Brisbane, Sydney and New Zealand to visit regional NSW and ‘See where it takes you’.

“Our regions have so much to offer, enough to make sure visitors to Regional NSW leave with firm plans to come back and discover more,” Ms McKay said.

Ms McKay said the Regional NSW campaign will focus on the domestic Australian market, but will also include a series of television advertisements in New Zealand.

“We want more New Zealanders to get out and about in Regional NSW, and the new advertising is expected to reach more than half the population.

“The ‘See where it takes you’ campaign offers regional tourism organisations in NSW a fantastic platform on which to build their own marketing efforts with industry.

“We’ll be running 60 and 30 second television advertisements in Melbourne, Brisbane, Sydney and NSW, along with digital, print and outdoor advertising and joint campaigns with key industry partners,” Ms McKay said.

In 2009 NSW received more than 71 million international and domestic visitors, who spent more than 138.3 million nights in the State and injected more than $28 billion in visitor expenditure into the NSW economy.

Contact: Karen McDermid
Date: May 27, 2010
Office: Syndey