Tourism New South Wales, in consultation with the Backpacker Operators Association is launching a new marketing campaign to attract young travelers.
Tourism NSW to draw young travelers
Tourism New South Wales revealed its new online marketing campaign aimed at younger travellers.
The new campaign is in line with Tourism NSW, Major Events and Hospitality Minister George Souris’ plan to double the tourism in New South Wales by the year 2020.
The new campaign features five short videos produced, directed and starred by Matilda Brown. These short videos will capture activities young travellers can enjoy in New South Wales, such as ski adventures, road trips, water activities, sky diving, surfing, and horse riding.
These videos can be viewed on Tourism NSW’s website as well as on YouTube. Justine Looper, director, Marketing and Communication, Tourism NSW, was quoted in eTravel Blackboard Australia as having said that the new campaign is digital and viral, and it will touch young people all around the world. Looper added that the power of digital is absolutely amazing and young people are tech savvy and they want to talk to them in a language they enjoy.
According to the Tourism NSW corporate website, here is what they plan to do, starting this month:
1) A PR program that will feature five travel bloggers and five ambassadors that match the key experiences of Nature, Beach & Surf, Food & Wine, Adventure and Events.
The bloggers will experience 36 hours in NSW and will communicate in real time via social media where the ambassador acts as the concierge (or guide) and directs the blogger to experiences throughout the State. All of the social media posts will be centralised and featured on the Youth pages in sydney.com and visitnsw.com.
The five ambassadors are musician Guy Sebastian, filmmaker Matilda Brown, Channel V DJ Danny Clayton, footwear designer Nikki Hager, champion surfer Sally Fitzgibbons and Merivale Chef Dan Hong.
2) A global digital marketing campaign across Tourism NSW consumer websites, Facebook and Twitter. This includes:
- A daily feature of 150 key Youth experiences in Sydney and NSW in the Sydney and NSW branded Facebook pages;
- Specific Youth area on our consumer websites (visitnsw.com/youth and sydney.com/youth) that provides specific information about work, play, study and travel for 18–30 year olds in Sydney and NSW;
- Promoting the five "Captured by the Country" videos on the Sydney and NSW branded YouTube channels as well as on sydney.com/youth and visitnsw.com/youth;
- A Facebook application and competition based around the five short films produced by Matilda Brown (see above). The films document Matilda’s adventures in a number of locations around the State, from sky diving on the South Coast to fishing on the Clarence. Facebook users can watch the films, select an experience to win, and share with friends to "like" the application and enter the competition.
- Digital advertising on Facebook of video polling, homepage and marketplace advertisements targeted to 18–30 year olds in Sydney, NSW, Victoria and Queensland.
- Youth Deals – an offer to the tourism industry to contribute a deal to the campaign to be promoted on visitnsw.com and sydney.com;
3) A toolkit for our industry partners to use our digital content across their websites and social media channels. This will include content for Electronic Direct Marketing (eDMs), social media and website links and links to the "Captured by the Country" videos. This helps get out to the widest possible audience, the great products, destinations and experiences Sydney and NSW has to offer.
4) Partner campaigns with Virgin and STA Travel to promote holidays to Sydney and NSW in the global youth travel market.
Will this be as big as Tourism Queensland’s marketing campaign in 2009, with their competition for the “Best Job in the World” as a tropical island caretaker? The goal of doubling the tourism by 2020 is pretty lofty, so it will be interesting to see what they roll out next to keep the momentum going.
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