Destination NSW Launches New China Southern Airlines Partnership Campaign

Destination NSW launches new China Southern Airlines partnership campaign Destination NSW, in partnership with Tourism Australia and China Southern Airlines, launched a $1.6 million marketing campaign in December 2011, to promote Sydney and New South Wales as a top holiday destination for Chinese travellers.


The campaign aims to showcase Sydney and NSW to Chinese travellers seeking the ultimate Australian experience. The joint campaign will centre on a postcard from a Chinese couple visiting Sydney, telling their friends and family about their time in NSW. The iconic Sydney Harbour Bridge features prominently in magazine, outdoor, transport and in-flight advertising.

China is the fastest growing outbound market in the world, with annual growth of 13.5 per cent between 2006 and 2010 and a stronger increase of 20 per cent in 2010. Destination NSW CEO, Sandra Chipchase said the continued growth of the Chinese economy and strong direct aviation capacity means the outlook for inbound travel from China is extremely positive.


The campaign will build upon a previous marketing drive by Destination NSW and China Southern Airlines, which also focused on regional NSW. During the period 2010-11, a promotional campaign generated nearly 10,000 China Southern Airlines passengers to visit NSW on itineraries of two nights in Sydney and one night in regional NSW, which was particularly popular for group tours