Consumer marketing

About

The Consumer Marketing division's role at Destination NSW is to increase awareness, consideration and conversion of Sydney and regional NSW as visitor destinations via a range of marketing communications.

The Consumer Marketing umbrella encompasses the Brand Strategy and Customer Experience; Partnerships and International Markets; Public Relations, Influencers and Visiting Media; Digital Centre of Excellence; and Content and Creative Services teams. Each team aims to support the vision of making NSW the premier destination of the Asia Pacific.

There are several ways the visitor economy industry can engage and leverage Destination NSW’s consumer marketing activities. Find out more below.

Marketing opportunities

Become an advocate of the Feel New visitor brand

‘Feel New’ is the New South Wales visitor brand underpinning Destination NSW’s marketing activity across Sydney and regional NSW. The Feel New brand unifies Sydney and regional NSW by demonstrating the collision of diverse natural wonders and vibrant culture available that energises visitors in every way. Destination NSW has developed a toolkit and resource hub about the Feel New visitor brand, which provides further information on how it can be used in your marketing to attract visitors to your destination or experience. Find out about the Feel New visitor brand.

Leverage campaign messaging

Destination NSW implements major marketing campaigns across key markets to drive awareness, consideration and bookings to Sydney and regional NSW to domestic and international audiences. Find out more about our campaigns here.

Tap into public relations

Create a free listing on ATDW

The Australian Tourism Data Warehouse (ATDW) is Australia’s most up-to-date tourism online database. By creating an ATDW listing free of charge, you can showcase your tourism products on Destination NSW’s consumer websites. Doing this can help you tap into more than 1.5 million potential customers a month, both domestic and international. Find more information on how to create or update an ADTW listing here.

Access free images, videos and editorial content

The Destination NSW Content Library houses a collection of inspiring images, videos and editorial content showcasing destinations and experiences across Sydney and regional NSW. The tourism industry, travel media, government agencies and select commercial partners can access this range of free assets to promote NSW as a travel destination.

There are more than 45,000 assets (photos, video and editorial copy) covering NSW destinations, experiences and events in both city and regional locations.

Register for the Content Library to search and download these ready-to-use digital files. All assets must be used in accordance with the Terms & Conditions.

Engage on social media

Use the hashtags #FeelNSW and #FeelNewSydney in your social posts. The Destination NSW social team monitor these hashtags to find content they can repost to @visitnsw and @sydney followers. Content is always credited and has the potential to drive leads back to businesses.

Stay connected

Subscribe to Destination NSW’s Insights newsletter to receive the latest NSW visitor economy news emailed to you each week. Follow and connect with us via our corporate LinkedIn account.

Public relations

Destination NSW’s Public Relations, Influencers and Visiting Media team executes high-impact publicity campaigns both domestically and internationally to build brand appeal; drive awareness of destinations, experiences and events; and encourage motivation to travel.

The team has several opportunities for visitor economy operators to gain exposure from key media contacts, from sharing inspirational content on the Destination NSW Media Centre to supporting potential media familiarisations (famils) and media hosting opportunities.

Visiting media programs

Each year Destination NSW delivers hundreds of media famils domestic and international markets.

A famil or familiarisation is designed to give journalists and buyers the opportunity to experience a region, venue, product or package.

Media resources

To support quality coverage Destination NSW’s publicists also develop a comprehensive range of media resources including image collections, footage reels, fact sheets and prepared content.

The Destination NSW Media Centre is home to all the latest news on NSW destinations, experiences and events, the Media Centre houses over 30,000 assets including editorial-ready features and curated visual assets. The sign-up process is seamless for media so after registering an account, you’ll have automatic access to download any of the available content.

Sydney & NSW Uncovered is a weekly newsletter for travel and lifestyle media featuring the latest news and story ideas on accommodation, attractions, tours, dining, shopping, events and unique experiences in Sydney and regional NSW. Register for Uncovered here.

Share your news

Destination NSW is seeking news and content from visitor economy stakeholders to help spread the word about the many reasons to visit NSW.

Tell us about the new experiences your business, organisation or destination is offering that will wow visitors to your region - anything from nature-based activities to luxury stays, seasonal attractions, foodie finds or local favourites.

This is a great opportunity to gain exposure among key media contacts, both domestically and internationally.

The PR team will use this information to create captivating media pitches, input into inspiring content on the Destination NSW Media Centre and to support planning of potential media familiarisations and media hosting opportunities.

If you would like to submit a story, news, press release or information about a new product to the Destination NSW PR team, please make a copy of this template, input the relevant details and send a link for the updated document to media@dnsw.com.au.

Please note: While the team endeavours to capture a range of new products from across NSW, unfortunately not all can be featured and included in activity. However, information shared is saved on file for PR use.

Guidelines

Templates for submission

• Make a copy of the template (Click: File > Make a Copy > Entire Document)
• Input all the relevant information in the table
• Send the updated document via link to media@dnsw.com.au (Click: Share > Get Link > Change to anyone with link can be an Editor)

What should be included

• 100-150 words that summarise the new product or offering, highlighting why it is unique and any key features
• Call to action for consumers (eg “bookings are available online now”)
• Website link to product
• Social media handle/s

Additional information

• Relevant media release or media materials as a link
• Accompanying imagery and logo

Submission criteria

• New, ie opened/introduced within the last six months
• Include all relevant information/have all fields within the templates filled out
• Do not include branded campaigns, discounts or offers from existing tourism products