Sydney launches new global marketing campaign
Sydney is launching a new global marketing campaign in the UK this week after securing extra funding from the New South Wales government.
The city is hoping to kick start tourism to the destination with a TV, print and online campaign and by working closely with trade partners.
Justine Cooper, director of marketing and communications for Tourism New South Wales, said the last time the city ran a brand campaign was back in 2004.
“We had very limited funds at that time,” she said.
“At the end of 2008, a review in tourism industry in NSW meant the government recognised the importance of tourism to the economy and we were lucky to achieve an additional AU$40 million for the next three years.
“This has allowed us to develop this new brand and showcase it in our key markets, like the UK and the US.”
The campaign will run on posters on London tube stations, on Sky News, the National Geographic Channel and on Capital Radio.
With the strapline ‘Sydnicity – it’s what makes Sydney so Sydney’, the campaign is designed to uncover the secret moments that Sydneysiders love about their city, alongside wellknown tourism landmarks like the Harbour Bridge and Bondi Beach.
“There is so much more to Sydney that just the icons,” said Cooper.
“We want people to fall back in love again with Sydney. The campaign recognises that we are positioned against other world cities and it was time for a fresh approach. We don’t want to rest on our laurels.”
The city will run three training workshops later this month with the travel trade.
These will be in London on September 27, Manchester September 29, and Glasgow on September 30.
Agents will have the chance to win a return flight to Sydney plus other prizes.
London and Manchester are already oversubscribed, but agents who wish to attend the Glasgow event can register at www.sydneyandnswuncovered.com.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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