Taste of new tourism ad campaign
NORTHERN Rivers tourism operators got a first-hand look at Tourism NSW’s slick new advertising campaign in Lismore yesterday.
The campaign catch-phrase, ‘See where it takes you’, aims to highlight the diversity of holiday experiences available inregional NSW, and yesterday’s presentation aimed to show local operators how to maximise their slice of the tourism cake.
Russell Mills, the chief executive officer of Northern Rivers Tourism, officially launched the campaign locally with the help of Tourism NSW’s regional marketing specialist, Andrew Greenway, at Southern Cross University’s Lismore campus.
Mr Mills said the campaign was being delivered ‘open ended’ so local operators could integrate it with their campaigns.
“This campaign is about recognising that NSW is the most diverse state – and on the Northern Rivers we have a wealth of beaches, wilderness, markets and events, plus great regional food and a strong arts and creative sector,” he said.
“Tourism NSW has created the platform so that the local industry can latch on to the interest being built and take strategic advantage of it.
“It gives regional operators the templates which carry the look and feel of this campaign, but gives them the ability to promote their own business and convert that into visitors.”
The statewide campaign was launched in Sydney by NSW Tourism Minister Jodi McKay recently, targeting potential visitors from Melbourne, Brisbane, Sydney and New Zealand.
“Our regions have so much to offer, enough to make sure visitors to regional NSW leave with firm plans to come back and discover more,” the Minister said.
“We’ll be running 60 and 30-second television advertisements in Melbourne, Brisbane, Sydney and NSW, along with digital, print and outdoor advertising and joint campaigns with key industry partners.”
In 2009 NSW received more than 71 million visitors, who injected more than $28 billion into the State’s economy.