Brand NSW

The proximity to Australia’s biggest city, and the extraordinarily varied experiences a visitor can find in regional NSW, make this an appealing holiday destination. Furthermore, a holiday in regional NSW abounds with opportunities to connect with nature, history and heritage.

New South Wales brand campaign story

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From the pristine beaches of the coastline, to the emerald green rainforests, to the rocky red outback and the pure white slopes of the snowies, New South Wales is full of wonderful journeys.

NSW – See where it takes you was launched in April 2010. Tourism NSW and the industry have invested more than $12 million in the regional NSW campaign.

The NSW brand campaign focuses on the idea that you can get more out of a holiday in NSW than you might expect, and it’s the discovery of new places and the journey itself that is appealing. The campaign highlights the diversity and variety of holiday experiences available in NSW and provides a framework for our tourism partners to leverage and extend the brand message. 

In addition to the promotion of destinations throughout the State, key experiences highlighted in the campaigns include:

• Nature and National Parks
• Beaches and surf
• Food and wine
• Arts and culture
• Regional events and festivals.

The regional campaign focuses primarily in the domestic market and includes television, cinema, print, digital and outdoor and a comprehensive public relations program.

The logo

The use of the NSW map shape, using contemporary natural colours of the state, reflects the depth of NSW.

The colours on the logo celebrate the diversity of the topography and climatic zones in the state. The rich earthy red of the Outback, the warm yellows of harvest, the green of country pastures, and the blues and turquoises of the rivers and sea – See where it takes you.

Zones

• Short Breaks from Sydney
• North Coast of NSW
• Outback NSW
• South Coast of NSW
• Country NSW
• Snowy Mountains
• Lord Howe Island

Regional NSW campaign activity includes

• 60 and 30 second television commercials
• Print, cinema and outdoor advertising, and publicity through travel and lifestyle media
• Advertising of travel deals with campaign partners including Jetstar
• Extensive publicity programs and promotions
• Digital Advertising on News Digital, Fairfax Digital, Yahoo & Google including display advertising, search engine marketing and electronic direct mail.
• Visitnsw.com website refresh showcasing the key NSW experiences

Brand TV commercial

 
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 Brand print advertising

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 Brand digital advertising

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