Sydney Campaign Activity

1 July 2016

Sydney in Summer

The Sydney in Summer campaign runs under the ‘Love Every Second’ platform, which enters its sixth iteration in 2015. The exceptional results year on year has demonstrated the substantial strength of the campaign platform.

The campaign is specifically designed to promote Sydney and New South Wales as the ideal holiday and short break destination by showcasing the number and diversity of experiences that Sydney has to offer. The purpose is to increase intention to visit, length of stay and subsequently, overnight visitor expenditure and yield for events and tourism operators in Sydney and regional New South Wales during this summer period.

The target market is Australians 25+ living in Melbourne, South East Queensland, regional NSW (including the ACT) and Perth.

Campaign activity includes

  • ‘Summer in Sydney & NSW in 2015’ news inserted magazine distributed across selected key news titles in Australia and New Zealand
  • Large format out of home advertising across high impact sites in Melbourne, Brisbane, Gold Coast and Canberra
  • Print advertising across select regional NSW, ACT and Gold Coast titles
  • Digital and social media
  • Media communications and PR.

Sydney in Winter

The annual Sydney in Winter campaign runs under the proven ‘Love Every Second’ platform which portrays a variety of experiences captured as ‘seconds in time’ in Sydney, as well as the ‘It’s ON!’ event led platform. Vivid Sydney was featured as a key event in the ‘It’s ON!’ campaign materials.

The target market for the campaign was people 25+ years in the Melbourne, South East Queensland, regional NSW, ACT and the New Zealand markets of Auckland, Wellington and Christchurch.

Campaign activity includes

  • ‘Love Every Second of Sydney & NSW in Winter 2015’ news inserted magazine distributed across selected key news titles in Australia and New Zealand
  • Large format out of home advertising across high impact sites in Melbourne, Brisbane, Gold Coast and Canberra
  • Transit media including bus wraps in Brisbane and tram wrap in Melbourne CBD
  • Digital and social media
  • Media communications and PR.

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