Sydney Opera House |
George Souris, Tourism and Major Events Minister, unveiled
the innovative campaign where Sydneysiders can share their best Sydney experiences in the “Love Every Second in Sydney” winter campaign.
“The new campaign has a major digital and social media
component where people can share images of their favourite Sydney events, places or experiences in strategic
advertising placements,” Minister Souris said.
This campaign will be the first time consumer generated
content will be uploaded onto some of the key outdoor sites in Melbourne,
Brisbane and Auckland.
“Media channels have been chosen to capitalise on
high-impact, high-quality visual imagery and will include billboard advertising
in prominent CBD locations – particularly in Melbourne,
Brisbane and Auckland, as well as magazine advertising and
a very strong digital and social media focus.
“The print advertising component of the campaign uses iconic
images of Sydney in a scenario that follows a
couple enjoying 48-hours at locations, attractions, events, restaurants and
venues in Sydney.
Sydney |
Minister Souris said more than 10 high-profile bloggers will
also contribute to the campaign by “seeding” content into various elements of
the campaign.
“Sydney is a great place to
visit all year, but the campaign encourages travel to Sydney over the cooler months, suggesting
ways to explore and enjoy the city’s many world-class attractions, experiences
and events.
“The campaign shows how every second in Sydney during our mild winter here is
something exciting happening around the clock.”
Sandra Chipchase, Destination NSW Chief Executive Officer, said
the campaign theme captures what research has shown people want in short breaks
and weekends away: exciting, vibrant experiences packed into every second.
“There is a particularly strong presence in Melbourne featuring inspiring Sydney images streaming onto the Young and
Jackson billboard adjacent to Federation
Square and Flinders Street Station, as well as
highly-visible Sydney-branded tram wraps. In Brisbane,
enticing images will be projected onto prominent buildings and Sydney advertising will saturate key CBD
locations.
“‘Love Every Second in Sydney’
highlights our unique dining, nightclubs, bars, art exhibitions, fashion and
shopping as well as the city’s signature events during the winter months.
“Sydney offers an exciting schedule of “only in Sydney”
events during the campaign period including Vivid Sydney, the Sydney Film
Festival, the world premiere of the musical “An Officer and Gentleman”, the
18th Biennale of Sydney and the Bledisloe Cup, to name just a few,” Ms
Chipchase said.
More than 70 accommodation, attraction and tourism businesses will partner Destination
NSW with special offers during the campaign.
For further information on Love Every Second in Sydney visit www.destinationnsw.com.au/news-and-media/media-kits/sydney-in-winter-2012
Sydney Opera House |
For further information on Love Every Second in Sydney visit www.destinationnsw.com.au/news-and-media/media-kits/sydney-in-winter-2012
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