A $1.2m NSW State Government marketing campaign will be the focus of efforts to promote the Sydney Festival in the United Kingdom.
A campaign developed by Tourism NSW includes advertising, publicity and special travel packages with a budget of close to $800,000.
It will be kicked off with 300,000 copies of a special 36-page supplement in The Times and distributed on High Street by the leading Australian travel agent in the UK, Austravel.
It will also include a chance to win ten holidays to Sydney via the timesonline.co.uk website, and feature in the newspaper with three weeks of display advertising, advertorials and promotional pointers.
“The UK is an important international tourism market for NSW, and it makes sense to promote Sydney’s summer festival atmosphere when the Brits are looking to escape their winter,” NSW Minister for Tourism and Sport and Recreation, Sandra Nori said.
“The [Times] supplement will be distributed to South East London residents and include information on Sydney, features on the Sydney Festival and travel packages from the UK to Sydney,” she said.
“We recognise that there is currently a global trend favouring international travel, evident in the UK, Canada and New Zealand and we’re working to capture a larger slice of the international travel market for NSW.
“This year, the Ashes series and the New Year’s eve celebrations on Sydney Harbour will entice many Brits to our city. The Sydney Festival will give them a great excuse to extend their holiday and stay in Sydney even longer,” she said.
Partners in the campaign include Tourism Australia, Austravel, Accor Hotels and Emirates.
