STA Travel in partnership with Destination NSW will target the lucrative international youth traveller market with the #60dayadventure campaign, building upon the growing popularity of NSW amongst the wanderlust generation.
The #60dayadventure activity is backed by a multi-platform digital marketing campaign as well as a tailored consumer PR push.
Spearheading the campaign is British wanderluster and aspiring travel film maker, Matt Harrison (26) who has arrived in Sydney after winning an international competition. Matt’s video submission beat a huge number of aspiring professional nomads from around the world, scoring him a once-in-a-lifetime 60 day travel experience through NSW.
Matt’s itinerary includes bush-walking in the Blue Mountains, paddle-boarding and surfing along the state’s coastline, a visit to the Mullum Music Festival, kayaking, canoeing and sand boarding in Byron Bay, before road tripping inland to Forbes for Vanfest and Parkes.
Destination NSW CEO Sandra Chipchase said that the youth market is one of the most important for international visitation to NSW.
“NSW is the most popular destination in Australia for young adventurers from all corners of the globe. The state welcoming over 1 million young travellers year ending June 2015 who contributed almost $3.9 billion to the state’s economy” she said.
Andrea Robinson, STA Travel’s product trading & marketing director, said: “The #60dayadventure will showcase NSW from a unique and fresh perspective. We have no doubt that Matt’s case of wanderlust will prove infectious and inspire many more young travellers to get out and about and explore NSW.”