The campaign will feature 27 local tourism personalities sharing their stories on what they love about their region with tips on things to see, do and taste. It targets the VFR (visiting friends and relatives) market which makes up 35-40% of travellers within and across the region.
The $30k tourism campaign is a partnership between 10 lgas (local government areas), Orange360 and Central NSW Joint Organisation. It features Orange, Blayney, Cabonne, Cowra, Bathurst, Oberon, Forbes, Lachlan, Weddin and Parkes.
“The aim of the ‘We want you back’ campaign is to create a personal connection between the locals and travellers we want to welcome back to help stimulate the economy. Friends and family will be some of the first to visit as they seek to spend time with loved ones and travel to a safe, familiar place.” said Jenny Bennett, Executive Officer, Central NSW Joint Organisation.
“We need to make sure our region is at the top of everybody’s must-visit list once they can travel to regional NSW again.” Jenny added.
At the heart of the campaign is the commissioning of storytelling by tourism heroes including a series of video interviews (vox-pops), stills and beautiful imagery. The digital content will be rolled out from 1 June 2020 across social media and digital channels and supported by a public relations and social media campaign. It has been expedited in response to the Premier’s announcement to allow travel from 1 June 2020.
The local heroes have been selected based on their unique tourism stories and contribution to the community. They include Jeremy Norris of Byng Street Café in Orange; Fiona Schofield of Fiona Schofield Millinery and Fresh Fodder in Cabonne; Tom Ward of Swinging Bridge Wines in Canowindra; Chris Morgan from Abercrombie House in Bathurst; Belinda Satterthwaite from Tomolly store in Carcoar; Wendy Muffet from Girra Girra retreat in Forbes; Tiffany Steel from the Parkes Elvis Festival; Kim Jones from the Railway Hotel Motel in Condobolin; Florist Skye Muddle from SM Style Design Create in Cowra; and Meg Low from Oberon Farmers Markets.
“Central NSW is ideal to visit in the cooler months with its fresh country air, log fires, furry rugs, red wines and clear starry nights. The tourism heroes will promote local food and wine experiences, boutique shops, major attractions, art and culture, nature and historic villages.” said Jenny Bennett.
The 10 lgas being featured in the campaign include Orange, Blayney, Cabonne, Cowra, Bathurst, Oberon, Forbes, Lachlan, Weddin and Parkes. An important part of the campaign is the Mayors of each region encouraging people to spend with local businesses. Travellers are reminded to maintain social distancing, good hygiene, and book ahead for all travel to Central NSW.
Domestic VFR visitation accounts for 37% of NSW domestic overnight visitors and spent over $3.3 billion. Accommodation may be hosted but they spend more in cafes, restaurants, attractions, shops, gifts and on local produce. VFR visitor expenditure in NSW has grown 23.9%, about twice holiday expenditure (12.5%). With international travel not an option for the foreseeable future the domestic VFR market is likely to be much higher.
Central NSW begins two-hours’ drive West from Sydney. Unearth your Central NSW experience at www.visitcentralnsw.com.au. Support us at #unearthcentralnsw #LoveNSW #wewantyouback.
Central NSW begins two-hours’ drive West from Sydney. Unearth your Central NSW experience at www.visitcentralnsw.com.au. Support us at #unearthcentralnsw #LoveNSW #wewantyouback.
No comments:
Post a Comment