Sydney launches new tourism campaign
SYDNEY – New South Wales has launched new tourism marketing campaigns for Sydney and Regional NSW.
The NSW Government is 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.
“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,†tourism minister Jodi 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.
Some of the names signed up to the new Sydnicity campaign include:
Fashion designers Sarah-Jane Clarke and Heidi Middleton (Sass and Bide); 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,†McKay added.
Lord Mayor of Sydney Clover Moore said, “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,†she said.
Tourism & Transport Forum managing director Chris 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,†he said.
Over the next 12 months the Sydney campaign will be launched 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.
International airline partners including Jetstar, Qantas, Emirates, Singapore Airlines, V-Australia, Etihad, Qatar and China Southern will also be involved in building Sydney’s profile and encouraging more visitors from overseas markets.
Ian Jarrett
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