Destination NSW appoints Āmio for NZ PR

Marketing and communications agency Āmio has been appointed by Destination NSW as its Public Relations representative agency in New Zealand.

The contract will see Āmio deliver Destination NSW’s overall communications strategy, driving brand awareness through media relations in the New Zealand market.

The firm has offices in Wellington and Auckland and is led by managing director Wayne Mitcham. Āmio will develop and execute targeted, creative, brand-aligned PR activity using various channels, as well as supporting DNSW partnerships, trade, and marketing initiatives.

“We are delighted to be appointed as the Public Relations representative agency for Destination NSW in New Zealand. Sydney is Australia’s premier city and one of the most beautiful destinations in the world. The possibilities for Kiwi travellers are endless, with Sydney and NSW offering year-round, world-class events across major international sports, arts, fashion, music, dance, sculpture, food, and wine,” Mitcham said.

“We know that Kiwis will be itching to book a NSW holiday as soon as Trans-Tasman travel resumes, but in the meantime, we are dedicated to keeping New Zealand travellers inspired and informed about everything NSW has to offer. We look forward to creating impactful public relations that inform, inspire, and welcome Kiwis to discover and rediscover Sydney and the great State of NSW.”

Destination NSW is the lead NSW Government agency for the state’s tourism and major events industry, it is responsible for driving tourism and acquiring and developing major sporting and cultural events for Sydney and regional NSW.

Earlier in the year, Destination NSW appointed PwC’s Kathryn Illy as general manager consumer marketing, which was effective 10 May.

Destination NSW announced a pitch for creative services in February. The pitch follows the launch of the Visitor Economy Strategy 2030 by the Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres, at the start of the year. 

The strategy outlines NSW’s roadmap for the recovery of the visitor economy, and sets targets for NSW being the premier visitor economy for Asia Pacific and visitor expenditure of $65 billion by 2030.


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