Love NSW

31 May 2020

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 more true that now’s the time to love NSW. The campaign activity includes a new TV commercial, and social media videos that showcase the diversity and beauty of the state.

In addition to the TV commercial, this phase of Love NSW comprises of print, radio, digital and social advertising. The advertising directs interested travellers to a comprehensive campaign page on that includes road trip itineraries and other inspirational content to encourage planning and booking.

Get Involved
(Open to all tourism businesses)

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, 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 website.

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 hashtag #Love NSW. Be part of the conversation by tagging @VisitNSW on social media posts, and engage with @VisitNSW posts that feature your region.

A downloadable industry fact sheet is available here (PDF 3 MB)

Destination NSW has developed two toolkits to provide tourism industry operators with information and tools to leverage the Love NSW campaign:

Increase your destination’s exposure
(Open to Councils and Local Tourism Organisations only)

Applications to participate in the Love NSW Spring / Summer 2020 marketing program are now closed.

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 all 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, and now with a short pause while travel restrictions were in force, the Love NSW campaign has built momentum and will continue to be used to promote the state.

The benefits of this approach are:

  • Reach more than 4.6 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 and 3.2 million social media followers.