New Tourism Campaign Launched in UK

The second phase of an integrated tourism marketing campaign showcasing Sydney and regional New South Wales holiday experiences has been launched in the UK.

The ‘Best of Australia’ campaign – in partnership with Tourism and Events Queensland through Flight Centre’s extensive network – is being rolled out under the landmark $30 million cooperative marketing agreement between the NSW Government, through its tourism and major events agency Destination NSW and Qantas Airways.

The agreement is the largest tourism and major events marketing partnership in NSW history.

Minister for Tourism and Major Events, George Souris, said the agreement with Qantas has provided the opportunity for this joint marketing activity in the UK to promote the State with key industry partners. .

“The UK is the third largest international visitor market for Sydney and NSW, with more than 313,000 UK visitors spending $570 million on their trips to the State in the last financial year,” Mr Souris said.

“The ‘Best of Australia’ campaign positions New South Wales as a highlight of our great country and encourages Qantas passengers from the UK to take two weeks out to explore Sydney’s Harbour and beaches, our State’s legendary Pacific Coast and coastal wildlife, and nature escapes to Lord Howe Island, the Hunter Valley and the Blue Mountains.

“By working with partners we have extended our reach to attract visitors from the UK,” Mr Souris said.

The ‘Best of Australia’ campaign is the second phase of tourism marketing activity undertaken in the UK by Destination NSW working directly with Qantas, with the first phase taking place in September through three other key industry partners based in the UK

The three key industry partners were luxury travel agency Mr and Mrs Smith; specialist Australasian retail tour operator Austravel; and wholesale and retail tour operator Thomas Cook.

Highlights of the first phase of the campaign included an incentive for UK travel agents to win a trip to New South Wales through Thomas Cook, and promotion of a range of NSW destinations and experiences recommended by local ‘Tastemakers’ such as Bondi Vet Dr Chris Brown and Neil Perry through Mr and Mrs Smith.

Qantas Executive Manager International Sales, Stephen Thompson said he was pleased the first tourism marketing campaign was being launched as part of the new agreement.

“Tourism is a huge economic driver for Australia, creating jobs and promoting investment and development and Qantas plays a major role in supporting that economic contribution,” said Mr Thompson.

“This campaign will target visitors from the UK and we look forward to bringing new and returning visitors to New South Wales and Queensland on our daily A380 services out of London.”

The Destination NSW and Qantas agreement includes international advertising and marketing campaigns, marketing activities around major events and joint public relations activities. There will be a strong focus on digital platforms including online and social media.

Jayson Westbury, Chief Executive of the Australian Federation of Travel Agents (AFTA) said: “AFTA welcomes the UK tourism campaign launched today between Qantas and the NSW Government, as it demonstrates how working collaboratively with both online and traditional travel distribution channels can achieve a greater reach to the consumer.

“The UK remains one of Sydney and NSW’s most important source markets and this agreement will ensure that our global travel agent colleagues can get behind this fantastic initiative to promote the ‘Best of Australia’ found in NSW”.