NSW Minister for Tourism Stuart Ayres launched the campaign yesterday, which highlights the state's world-class experiences to motivate travellers to plan and book their next NSW escape.
“NSW is ready to reboot 2020 - our state has so much to offer holidaymakers, there really is nowhere better to take a break right now,” Minister Ayres said.
“NSW residents took almost 2 million international leisure trips last year worth $16.7 billion so there is a huge opportunity to entice our overseas holidaymakers to become NSW’s next top travellers.
“Forget that overseas escape - we’re showing travellers there is incredible food and wine, amazing outdoor adventures and one-of-a-kind hikes right here in NSW.”
Read the full media release online.
Paid media activity kicks off today and will target audiences in NSW (Sydney, Regional), ACT and Victoria to drive bookings now and in the future.
Destination NSW Chief Executive Officer Steve Cox said the recovery activities would deliver fantastic results for NSW and the industry. Hear more about the campaign activities and why it is important for NSW tourism businesses to sign up for a free Get Connected listing to be involved:
NOW'S THE TIME TO LOVE NSW: JUNE - JULY 2020
The paid media plan includes TV, radio, digital display, social, YouTube and search to deliver the highest reach to drive consideration, intent and conversion for tourism businesses. The campaign targets a cross section of travellers and aligns to a range of traveller interests including road trips, caravan & camping, and food and wine.
View the new television commercial and social media videos below:
TV Commercial
Social media videos
Paid media is just one part of Destination NSW’s integrated response to recovery. Other initiatives that will roll out over the coming weeks include:
- Three weeks of live television breakfast broadcasts: The Today Show and Weekend Today weather segments (1-7 June) visiting the Central Coast, Hunter Valley, Port Macquarie, Coffs Harbour, Byron Bay, Albury and Tumbarumba; Sunrise and Weekend Sunrise weather segments (13-21 June), & The Today Show weather segments (22-28 June)
- A series of "Local Stories from Local Legends" videos starring tourism operators inviting travellers to visit will feature on VisitNSW.com and our social channels
- A dedicated page on VisitNSW.com showcasing the top 213 ways to reboot 2020 in NSW, so travellers can make the most of the 213 days that remain this year, supported by extensive PR outreach
- 15 cooperative domestic marketing campaigns with key tourism partners including TripAdvisor, Stayz, Helloworld, Kayak, Qantas Hotels, Luxury Escapes, Wotif, Trip.com, Webjet/Online Republic and Accor Hotels. All campaigns are designed to increase awareness and appeal, and drive conversion. Deals will be listed on partner websites and VisitNSW.com
- The opportunity for local councils and Local Tourism Organisations to increase their destinations’ potential for visitation and booking through a tiered buy-in program connected to the Now’s The Time To Love NSW campaign
- NSW First industry development webinar about digital marketing tips and the Love NSW campaign on Thursday 4 June
- New NSW First industry resources, including guides on how to shoot video, tips for social media, working with the media and working with distribution partners
- International digital advertising to keep overseas visitors dreaming of NSW
GET INVOLVED IN NOW'S THE TIME TO LOVE NSW
Tourism businesses can leverage Destination NSW's tourism recovery campaign for free by tapping into social media and web activity.
The extensive marketing activities are all driving visitors to VisitNSW.com, which is why operators should sign up for a free Get Connected listing so they can feature on relevant pages of the website.
Now's The Time To Love NSW also has a strong social media call to action, and visitors, locals and businesses are encouraged to share photos of their favourite NSW destinations on social media and include the hashtag #LoveNSW. Be part of the conversation by tagging @VisitNSW on social media posts, and engage with @VisitNSW posts that feature your region.
The Love NSW marketing campaign industry fact sheet will be available soon at DestinationNSW.com.au.
Tourism businesses can leverage Destination NSW's tourism recovery campaign for free by tapping into social media and web activity.
The extensive marketing activities are all driving visitors to VisitNSW.com, which is why operators should sign up for a free Get Connected listing so they can feature on relevant pages of the website.
Now's The Time To Love NSW also has a strong social media call to action, and visitors, locals and businesses are encouraged to share photos of their favourite NSW destinations on social media and include the hashtag #LoveNSW. Be part of the conversation by tagging @VisitNSW on social media posts, and engage with @VisitNSW posts that feature your region.
The Love NSW marketing campaign industry fact sheet will be available soon at DestinationNSW.com.au.
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