IT'S OUT THERE CAMPAIGN SHINES SPOTLIGHT ON BROKEN HILL AND THE CENTRAL DARLING REGION

Visitors are being encouraged to experience ‘a different kind of outback’ in Broken Hill and the Central Darling region through a new marketing campaign launched this week by the NSW Government.

It’s Out There has been developed by Destination NSW together with Broken Hill City Council and Central Darling Shire.

The campaign was brought to life for more than 200 travel and lifestyle media today with Destination NSW creating a replica pop-up in Sydney of the Heritage-listed outback town’s famous Bells Milk Bar.

The nation’s oldest continuously running milk bar served milkshakes at International Media Marketplace (IMM) – Australia’s largest travel and lifestyle media summit which was held at the International Convention Centre Sydney.

Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said the campaign has been developed to drive visitation to the region and encourage longer stays.

“Many people have heard of Broken Hill and its surrounds, but what they don’t realise is how many incredible, quirky and diverse experiences this region has to offer,” Mr Ayres said.

“This marketing campaign showcases Broken Hill and the Central Darling region as a ‘different kind of outback’ – one that is full of spirit, history, diversity and character to explore and uncover. In addition to its striking landscapes, this region has a strong community of incredible artists, a vibrant drag culture and a unique Aboriginal cultural heritage.”

Broken Hill City Council Mayor Darriea Turley AM said: “Broken Hill City Council has been very keen to get out there and pursue strategic marketing and this campaign will show the world that we can provide a unique and genuine outback experience in the Far West.

“I believe we offer a level of authenticity that is unmatched in the tourism market and our product is showcased perfectly in this campaign,” Ms Turley said.

Central Darling Shire Council Administrator Bob Stewart said, “This marketing campaign reveals the landscape and cultural features that our Shire has to offer… I encourage anyone who has never been here before – come and see it for yourself – you will be surprised and enchanted.”

Minister for Western NSW Adam Marshall said that while towns in the region continue to deal with the impacts of drought, it has never been more important to visit these areas, and provide a cash injection to local economies.

“Whether you’re from the bush, or from the city, there has never been a better time to explore what Broken Hill and the wider Central Darling region has to offer,” Mr Marshall said.

Photo: Delegates from Broken Hill City Council, Destination NSW and NSW Government at IMM in Sydney to launch the new tourism marketing campaign "It's Out There" for Broken Hill and Central Darling. (L-R) Philmah Bocks, General Manager Broken Hill City Council, James Roncon, Broken Hill Mayor, Darriea Turley AM, Chair Destination Country and Outback, Clyde Thomson AM, Broken Heel Festival Director, Esther La Rovere, Acting CEO Destination NSW, Stephen Mahoney, Parliamentary Secretary for Tourism and Major Events, Geoff Provest, General Manager Destination Country and Outback, Lucy White and Art Simone.