TOURISM New South Wales has launched two campaigns to capitalise on the increased profile of the destination from this year’s Olympic Games.
The Little Gems campaign focuses on lesser-known areas from Sydney to Brisbane and is promoting niche markets such as bush walking, swimming with dolphins and self-drive breaks.
The campaign is being distributed via direct mail campaigns, Capital Radio and the London Underground.
The second campaign, Celebrate Sydney is being broadcast on the Travel Channel and in the UK national press, on tube cards, Web sites and consumer shows. A wine trails brochure has also been produced to help boost New South Wales’ growing market for wine and food holidays.
TNSW has contributed £500,000 towards the advertising, supported by industry partners such as Austravel, Qantas and the Australian Tourism Commission.