Love NSW is a multi-year marketing program encouraging people to stay ‘locally’ and spend ‘locally’ in Sydney and New South Wales (NSW). After a challenging period while travel restrictions have been in force, Destination NSW continues to evolve the campaign to reflect current conditions – and with travel restrictions easing it’s never been truer that now’s the time to love NSW. There are two streams of campaign activity that align with current domestic traveller mindsets.
The Great Escape - Interstate Campaign
October – December 2020
After many months without travel due to domestic border closures, Destination NSW launched the next phase of the Love NSW campaign, The Great Escape. As each state border begins to open across Australia, Destination NSW will launch advertising and content to entice interstate travellers to “jump the fence” into NSW for their next getaway. The 12-week campaign has promoted within South Australia, South East Queensland and Victoria across television, print, digital homepage takeovers and social media.
NSW Road Trips - Domestic & New Zealand Campaign
November 2020 – June 2021
With self-drive holidays being the preferred holiday type amongst domestic travellers, Destination NSW is inspiring holiday makers to take the long road and ultimately spend more and stay longer in NSW regional and rural towns and cities by promoting NSW multi-day road trips.
Over seven months, a multi-channel marketing program will be promoting 28 refreshed road trip itineraries thorugh activities including:
- Digital videos, paid social and search engine marketing leading audiences to refreshed itineraries and new mapping technology on visitnsw.com
- Mobile phone marketing via Google, Spotify and Tripadvisor targeting travellers en-route and in-destination to encourage them to spend more whilst on holidays over the summer period
- A 6-part web series, The Long Road, featuring high profile Australian musicians Guy Sebastian, Amy Shark, Troy Casser-Daley, Ocean Alley, Sneaky Sound System and Polish Club. In market between December and March to capture the attention of holiday makers when they are planning their year ahead
- Influencers and journalists have also been road tripping around NSW and sharing content across Facebook, Instagram and online publishers since July 2020.
The advertising directs interested travellers to a comprehensive campaign page on visitnsw.com that includes road trip itineraries and other inspirational content to encourage planning and booking.
Tourism businesses can leverage Destination NSW’s tourism recovery campaign for free by tapping into social media and website activity.
The extensive marketing activities are all driving visitors to visitnsw.com, and Destination NSW has optimised the website to ensure that website visitors are less than three clicks away from connecting with a local tourism business.
That’s why operators should sign up for a free Get Connected listing so they can feature on relevant pages on the visitnsw website. For attractions and experiences to appear on NSW road trips maps, please ensure you have a current Get Connected listing. Accommodation and events listings appear in the search toolbars across the sites.
Love NSW also has a strong social media call to action, and visitors, locals and businesses are encouraged to share photos of their favourite NSW destinations on
Facebook and Instagram and include the hashtags #LoveNSW #NewSouthWales #NSWRoadTrips. Be part of the conversation by tagging @VisitNSW on social media posts, and engage with @VisitNSW posts that feature your region.
There are two toolkits available to industry:
- Love NSW industry toolkit (PDF 6 MB)
- The Great Escape / NSW road trips industry toolkit (PDF 4 MB)
If you have any questions please contact our Regional Tourism Development team.
Why support Love NSW?
Domestic travellers will be bombarded with advertising from destinations across Australia. Many of these places are expected to promote similar experiences to the same audiences in the same channels at the same time. In NSW, promoting a single destination’s diverse range of experiences to a broad audience will not be enough to cut through this increased competition. We need to think differently and collaborate.
Since February, the Love NSW campaign has built momentum and will continue to be used to promote the state.
The benefits of this approach are:
- Reach approximately 4 million highly targeted potential Australian travellers
- Increase market reach by leveraging the multi-million-dollar campaign
- Access trade and media partnerships
- Increased ad cut-through and recall by associating with a larger brand campaign – Love NSW
- Access NSW Government advertising rates and marketing-in-kind
- Reduced competition while accessing new markets via targeted audience segmentation and campaign optimisation by Destination NSW’s media agency
- Promote to more than 700,000 monthly visitors to visitnsw.com and 3.2 million social media followers.