Australians are being encouraged to experience ‘a different kind of outback’ in Broken Hill and its surrounds through a new marketing campaign launched by the NSW Government today.27 February 2020
It’s Out There has been developed by the Government’s tourism and major events agency Destination NSW in collaboration with Broken Hill City Council and Central Darling Shire.
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said the campaign is designed to drive visitation to the region and encourage longer stays.
“Many people have heard of Broken Hill but what they don’t realise is how many incredible, quirky and diverse experiences this region has to offer,” Mr Ayres said.
“This marketing campaign will showcase Broken Hill and the Central Darling region as a ‘different kind of outback’ – one that is full of spirit, history, diversity and character to explore and uncover. In addition to its striking landscapes, this region has a strong community of incredible artists, a vibrant drag culture and a unique Aboriginal cultural heritage.
“The NSW Government recognises the importance of supporting communities in rural and regional NSW – particularly those that have been affected by drought or bushfires – and one of the best ways we can do that is by motivating people to book a trip to regional NSW, where they stay and spend locally.”
Minister for Western NSW Adam Marshall said that while towns in the region continue to deal with the impacts of drought, it has never been more important to visit these areas, and provide a cash injection to local economies.
“Whether you’re from the bush, or from the city, there has never been a better time to explore what Broken Hill and the wider Central Darling region has to offer,” Mr Marshall said.
It’s Out There targets couples aged 45 to 60 years and is designed to inspire them to visit Broken Hill and the Central Darling region as a holiday destination.
Broken Hill City Council Mayor Darriea Turley AM said, “Broken Hill City Council has been very keen to get out there and pursue strategic marketing and this campaign will show the world that we can provide a unique and genuine outback experience in the Far West.
“I believe we offer a level of authenticity that is unmatched in the tourism market and our product is showcased perfectly in this campaign.
“This project represents months of hard work between Destination NSW and our respective Councils, and we’re all very excited for it to hit the market and drive tourism to our region.
Central Darling Shire Council Administrator Bob Stewart said, “This marketing campaign reveals the landscape and cultural features that our Shire has to offer, with the opportunities to learn about Indigenous culture, early European history and explore the vast area in which we live, work and play.
“I encourage anyone who has never been here before – come and see it for yourself – you will be surprised and enchanted.”
Broken Hill City Council contributed $120,000 to implement the campaign, which Destination NSW matched through the Regional Tourism Fund (RTF). Central Darling Shire contributed $170,000 from the Menindee Support Package, resulting in a total campaign budget of $410,000.
Notes to editors
The campaign includes a new suite of images and video assets that will feature across digital advertising, social media platforms, print editorial partnerships and public relations activity through to the end of August.
Images are available to download from the Destination NSW Content Library.
Download a PDF version of this media release (PDF 315 kb)