Publicity is a major component of Destination NSW’s domestic and international marketing programs. It can be highly effective in building brand appeal, encouraging motivation to travel and delivering tactical messages around product and pricing.
Destination NSW has a team of in-house publicists who coordinate activities to engage a range of different media. Programs include hosting visiting media; managing media relationships; conducting global outreach activities to pitch stories to media; implementing promotional events; and developing media resources.
Each activity offers opportunities for tourism operators to be involved.
Visiting Media Programs
In FY19 Destination NSW delivered 260 media famils, 152 of these were from domestic markets and 108 were from international markets.
Around half the international visits are undertaken in conjunction with Tourism Australia. The rest of the program is fully coordinated by Destination NSW and supported by industry sponsorship and participation.
Publicity arising from each visit is collected, evaluated for quality and value of content and distributed to tourism operators who have assisted the visit in some way - such as hosting accommodation or transport, allowing filming or giving interviews.
By participating in the program industry operators give media the opportunity to directly experience their product or service - which may result in valuable coverage.
See our latest media visits and find out more
Media Outreach Activities
Destination NSW maintains a continuous news and information feed, via regular newsletters and releases to media in domestic and overseas markets.
Operators can benefit from this program by sending new product information and images to the destination publicity team. The material will be then be assessed for possible inclusion in release material - it needs to have an interesting story angle and a quality image for best chances of uptake. See our latest edition media newsletters
Promotional events are a means of ‘making news’ and capturing the media’s attention. Industry suppliers are often invited to participate by appearing at the event, providing products or services or sponsoring aspects such as competition prizes.
To support quality coverage Destination NSW’s publicists also develop a comprehensive range of media resources including image collections, footage reels, fact sheets and prepared content.