City of Sydney tourism campaign: ‘Make the Most of Every Second in Sydney Just Like a Local’
Destination NSW has launched a campaign to increase tourism numbers to the City of Sydney with the catchy line, ‘Make the Most of Every Second in Sydney Just Like a Local’.
The campaign, which will run alongside the ‘Love Every Second of Sydney’ winter campaign, aims to raise awareness of what’s offer beyond Sydney’s CBD with a print and online advertising push.
“The Sydney Opera House, Sydney Harbour Bridge and Royal Botanic Gardens are well known tourist attractions and will continue to lure visitors to the city, but local and international guests also want to experience the Sydney that local residents know and love,” said City of Sydney CEO Monica Barone.
Places featured in the campaign include Surry Hills, Darlinghurst, Kings Cross, Newtown, Paddington, Glebe, Walsh Bay, Haymarket, Chinatown, Pyrmont, Potts Point and Woolloomooloo.
Anyone who thinks that agencies are dead, big ideas are redundant, or that anyone can be creative need only look at this work to realise just how out of touch with the real world they are.
Gotta agree @circling sharks. I try not to deride work in comments (there’s too much of that in my opinion), but before reading the entire article was about to quickly (and there’s the problem) submit a comment slandering the agency involved for it’s advertorial style art direction…then I saw it was produced in-house and it all made sense. Marketers, this is the result of producing work in-house. To the Sydney marketing folk, consider how this looks to the consumer sitting aside advertising for Melbourne, or any other capital city, for that matter. It looks cheap, comes across as patronising (‘just like a local’, seriously, you felt you needed to spell that out in the headline?), is clunky and cumbersome, and no doubt, will be asked questions of by your superiors. Hope this embarrassing result is worth saving the $.
Agree, that’s some awkward copywriting
Could have been ok – instead it’s clunky and awful. Just goes to show, just because you can, doesn’t mean that you should.
hmmmmm… not sure what target market they’re aiming for m’self…. splitting a bottle of wine at 9:01:10 am??? Maybe if I’ve just fallen out of the Taxi Club….. other than that I feel it’s probably a bit early to be drinking….
as someone that used to live in (and still love) Sydney – i can’t quite understand why it’s never been promoted well as a destination. it’s got a hell of a lot going for it as a city, but you wouldn’t know that from the marketing.
Its marketing by committee.
Waaaay too many stakeholders, all dullingndown a great fundemental idea and getting their own “little bit of win” into the final result to justify their jobs….which ends up a pile of crap.
A great example of Government marketing really…sad but true. Also, they have no budget to get in a quality creative agency, budget mostly gets carved off to media.
IMO all cities in Australia are mostly the same anyway. Seen one, seen em all. Go beyond the Sydney CBD and it’s just like the Melbourne/Adelaide/Brisbane suburbs.
If you replace “Sydney” with “Melbourne” (or any other capital city in Australia) in that ad, it’d still be valid, other than the harbour bridge.
It would be good to state times, from & to for people on arranged Trips who get an afternoon Free. Coming down for Tattoo and have Sat 19Oct afternoon Free. What can you suggest.