Events Marketing

26 October 2011

Events play a strong role in increasing destination awareness and intention to visit. They can be the reason for visitors to “act now” and book travel; they also encourage repeat visitation for those looking for something new and different.

Destination NSW invests heavily in developing and marketing a comprehensive schedule of major events for Sydney and regional NSW. Marketing activity includes promotion of major events through integrated domestic and international tourism campaigns and significant investment in partnership campaigns jointly implemented by event owners.

“It’s ON!” campaign

A key component of Destination NSW’s event marketing is the “It’s ON!” campaign which promotes the Sydney & NSW Events Calendar. Many event partners and key stakeholders have integrated the It’s ON! mark within their marketing programs to drive ticket sales, attendance and participation for their events.

See Sydney and NSW Events Calendar highlights for 2016-17 (PDF 6 MB)


It’s ON! in Sydney

Campaign Snapshot

The It’s ON! campaign is a well-established campaign platform for Sydney. This campaign has a year-round presence providing a clear strategic framework to promote events in Sydney. Awareness of the Sydney Events Calendar is an important indicator of visitor intention and continuous targeting of relevant audience segments has been shown to increase overall appeal, consideration and visitation to a specific destination.

Objectives

  • Drive event ticket bookings (out of region) and exceed ticket sales targets for Sydney events
  • Increase likelihood to attend events in Sydney
  • Drive visits to sydney.com and leads to industry/event pages

Target Audience

  • Couples aged 18 - 65 years and families with children of all ages
  • Regional NSW, South East Queensland, Australian Capital Territory, Melbourne and New Zealand.

Creative

The campaign incorporates high impact imagery and footage with sydney.com as the call to action. Each element, whether it be TV, video, digital, print or any other channel, represents an event or cluster of events in an uncluttered template with minimal copy and strong call-to-action.

Timing

1 September 2016 – 28 February 2017

Media channels

Digital and social media will be in market all year round. Television, out-of-home advertising and trade press activity coincide with key event-cluster timings.

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It’s ON! in NSW

Campaign Snapshot

The It’s ON! campaign platform is well-established for the Sydney market and a dedicated campaign for regional NSW was created for the first time in 2015/16.  The campaign had a year-round presence providing a clear strategic framework to promote events across all regions of NSW. The campaign is planned to continue throughout 2016/17.

Objectives

  • Increase awareness and likelihood to attend NSW events
  • Increase website visits and leads to NSW events
  • Exceed tickets sales targets for NSW events.

Target Audience

  • Couples aged 18 - 65 years and families with children of all ages
  • Regional NSW, South East Queensland, Australian Capital Territory and Sydney.

Creative

The creative platform incorporates high impact imagery and footage (where possible) with visitnsw.com as the call-to-action. Each element, whether it be TV, video, digital, print or any other channel, represents an event or cluster of events in an uncluttered template with minimal copy and strong call-to-action.

Timing

18 October 2015 – 30 June 2016

Media channels

The campaign has digital and social media in market all year round. TV and print advertising coincides with key event-cluster timings. Sydney market is targeted through digital only.

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It’s ON! in NSW – Newcastle & Port Stephens

Campaign Snapshot

Newcastle City Council and Destination Port Stephens partnered with Destination NSW in a co-operative campaign to promote their key events over the summer period:

  • Surfest
  • Australian Bowl-riding Championships
  • Australia Day Celebrations
  • Lantern Walk
  • Cirque du Soleil – Quidam
  • Sail Port Stephens
  • Tyrannosaurs Meet the Family.

Objectives

  • Increase awareness and likelihood to attend Newcastle and Port Stephens events
  • Increase website visits and leads to Newcastle and Port Stephens events
  • Generate tickets sales for ticketed events.

Target Audience

  • Early retirees, couples 25 - 50 years and families
  • Greater Western Sydney, Central and Northern Inland (within 3 - 4 hours’ drive).

Creative

The creative used the It’s ON! in NSW template to leverage the It’s ON! in NSW year-round campaign. Images and footage were chosen based on quality and adherence to Destination NSW photography and video guidelines.

Timing

  • Burst 1: 16 November - 13 December 2015
  • Burst 2: 1 – 21 February 2016

Media Channels

The campaign had a 100% digital advertising schedule with an emphasis on Google Display Network and Facebook because these channels had been effective in previous event based campaigns for driving clicks and leads.

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It’s ON! in NSW – Wollongong

Campaign Snapshot

Destination Wollongong partnered with Destination NSW in a co-operative campaign to promote their key events over the summer period:

  • Cirque du Soleil – Quidam
  • City Slider
  • Illawarra Folk Festival
  • Australia Day Aquathon.

Destination Wollongong agreed to implement their local marketing activity using the It’s ON! in NSW branding, therefore ensuring consistency with the It’s ON! in NSW brand and also leveraging on the overarching campaign.

Objectives

  • Increase awareness and likelihood to attend Wollongong events
  • Increase website visits and leads to Wollongong events
  • Generate tickets sales for ticketed events.

Target Audience

  • Families
  • Southern & Western Sydney and Australian Capital Territory.

Creative

The creative used the It’s ON! in NSW template to leverage the It’s ON! in NSW year-round campaign. Images and footage were chosen based on quality and adherence to Destination NSW photography and video guidelines.

Timing

16 November - 13 December 2015

Media Channels

The campaign had a 100% digital advertising schedule with an emphasis on Google Display Network and Facebook because these channels had been effective in previous event based campaigns for driving clicks and leads.

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It’s ON! in NSW – Orange

Campaign Snapshot

Orange City Council partnered with Destination NSW in a co-operative campaign to promote their key events over the autumn period:

  • Orange F.O.O.D Week
  • Orange Colour City Running Festival
  • The 52 Storey Treehouse
  • Newcrest Orange Challenge
  • Orange Camel Races
  • Crafted LIVE
  • Dye Hard Fun Run
  • Millamolong Polo Country Classic
  • Canowindra Hot Air Balloon Challenge.

Objectives

  • Increase awareness and likelihood to attend Orange events
  • Increase website visits and leads to Orange events
  • Generate tickets sales for ticketed events.

Target Audience

  • Early retirees, couples 25 - 50 years and families
  • Greater Western Sydney, Inland NSW (Forbes, Wagga Wagga, Dubbo, Parkes, Mudgee, Young), and Australian Capital Territory.

Creative

The creative used the It’s ON! in NSW template to leverage the It’s ON! in NSW year-round campaign. Images and footage were chosen based on quality and adherence to Destination NSW photography and video guidelines.

Timing

1 – 27 February 2016

Media Channels

The campaign had a 100% digital advertising schedule with an emphasis on Google Display Network and Facebook because these channels had been effective in previous event based campaigns for driving clicks and leads.

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It’s ON! in NSW – Hunter Valley Wine & Food Festival

Campaign Snapshot

Hunter Valley Wine and Tourism Association (HVWTA) partnered with Destination NSW in a co-operative campaign to promote their key events as part of the Hunter Valley Wine and Food Festival in May and June. Events included:

  • Hunter Valley Wine and Food Festival
  • Cheese Lovers Festival
  • By the Fireside Dinner Series
  • Whispering Brook Long Olive Table Luncheon
  • Cork and Fork
  • Margan Meet the Farmer Dinner
  • Hunter Valley Wine Festival
  • Burning of the Barrel
  • Lovedale Arts Festival.

Objectives

  • Increase awareness and likelihood to attend the promoted events.
  • Increase website visits and leads to the promoted events.
  • Generate tickets sales for ticketed events.

Target Audience

  • Couples 25 - 54 years who like to take short breaks with a particular interest in food and wine
  • Primary source market – Sydney (excluding the Sutherland Shire and South West Sydney).

Creative

The creative used the It’s ON! in NSW template to leverage the It’s ON! in NSW year-round campaign. Images and footage are chosen based on quality and adherence to Destination NSW photography and video guidelines.

Timing

2 – 28 May 2016

Media channels

The campaign had a 100% digital advertising schedule with an emphasis on Google Display Network and Facebook because these channels had been effective in previous event based campaigns for driving clicks and leads.

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Deni Ute Muster

Campaign Snapshot

The Deni Ute Muster event is an iconic two-day festival held in Deniliquin during the October long weekend with ute competitions, family entertainment, bull ride spectacular, markets, agricultural activities and two huge evening concerts featuring stellar line ups of Australian and international artists. Destination NSW provided additional marketing support a month prior to the festival to help drive visitor intention and ticket sales to the event.

Objectives

Encourage ticket sales by increasing awareness and understanding of the Deni Ute Muster event through targeted and engaging media channels that showcases the depth of experience.

Target Audience

  • Primary: Young singles/couples 18+ years
  • Secondary: Families aged 35 - 44+ years and grey nomads
  • Source markets: South west regional NSW, Adelaide, regional South Australia and regional Victoria.

Creative

Deni Ute Muster is the theme key message for the event. Creative was revamped to represent the Aussie Ute and iconic Ute Muster, with supporting messages and images featuring Cold Chisel and Birds of Toyko across all promotional material.

Timing

6 August – 30 September 2015

Media Channels

100% digital media schedule including search and Facebook.

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Wings Over Illawarra

Campaign Snapshot

Wings Over Illawarra is an aviation spectacular event held at Illawarra Regional Airport. The event showcases classic warbirds, vintage aircraft, jaw dropping aerobatics and formation flying. Attendees will be inspired by the Australian Defence Force and amazed by the loud fast jets.

Objectives

  • Raise awareness, reach and drive engagement
  • Increase family and general admissions ticket sales.

Target Audience

  • Sydney and Australian Capital Territory families (children 4 - 16 years)
  • Aviation enthusiasts.

Creative

  • Campaign posts focus on spectacular plane images from previous events
  • Call-to-action focus on booking tickets

Timing

14 – 30 April 2016

Media Channels

  • 100% digital campaign
  • Paid social media (Facebook)

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