A new tourism campaign for Sydney got under way in London during Australialive Week – launching a new word into the vernacular.
The campaign is based around Sydnicity – the word created for the campaign which encapsulates all of Sydney’s magical sights and moments, its beauty, vibrant personality and spirit.
The campaign promotes and describes all the key experiences that define Sydney, going beyond the well-known icons of the Sydney Harbour Bridge and the Sydney Opera House to look at events, food and wine, urban beach lifestyle, nature and outdoors, fashion, design and shopping and arts and culture.
The campaign also features famous Sydneysiders such as world surfing champion Layne Beachley, designers Sarah-Jane Clarke and Heidi Middleton from sass + bide and chefs Neil Perry and Matt Moran sharing their inspiring Sydney moments in promotional films featured online.
The launch by Tourism NSW was part of the international roll-out of Sydney’s new tourism campaign.
“Last night’s launch in London signals a strong push by NSW into one of Australia’s leading tourism source markets – the UK,” said Justine Cooper, director of marketing and communications, Tourism New South Wales.
“NSW and Sydney already have the leading market share of UK visitors to Australia and the Sydney campaign aims to continue capitalising on this important tourism sector.”
In the year to June 2010, more than 366,000 tourists from the UK visited NSW, injecting more than $592 million into the state’s economy.
NSW retains the lion’s share of all UK visitors to Australia with a market share of more than 34 per cent. UK visitors make up more than 13 per cent of all visitors to NSW and contribute 10 per cent of all international tourist expenditure in the state.
The NSW government recognises the value of the UK market to the local tourism industry and aims to expand this market and encourage UK visitors to travel to regional parts of NSW as well as Sydney.
“Sydney is Australia’s premier tourist destination and we want more UK visitors to come and experience its natural beauty, beaches, great food, wine and entertainment for themselves,” said Ms Cooper.
“Sydney is the gateway to regional NSW and we also want UK visitors to explore our beautiful destinations, from the coastal towns to the outback and the wine growing regions of the Hunter Valley and Mudgee.”