Destination NSW taps Aussie musicians for ‘The Long Road’ campaign

The NSW Government and Destination NSW have launched a six-part web series as part of a new tourism campaign encouraging travellers to take a road trip this summer.

‘The Long Road’ series features Australian artists including Guy Sebastian, Amy Shark and Ocean Alley, touring some of the state’s best road trips, and is hosted by radio personality Ash London.

The Long Road Destination NSW Campaign

The new Destination NSW campaign is an extension of the previously released The Great Escape campaign, encouraging domestic travel following COVID-19 and last summer’s bushfires.

As part of the campaign, 28 itineraries have been released, as well as a series of extensive media and partnership programs. Episodes of The Long Road will drop fortnightly.

There’s a new landing page featuring all road trip itineraries on and, as well as widespread domestic advertising including digital, Facebook, YouTube, Instagram, Spotify, digital publishers such as We Are Explorers and influencer marketing.

Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said the focus of the campaign was medium-term recovery, looking ahead to 2021.

“It has been fantastic to hear that much of our accommodation was fully booked across the state in recent months as we embrace COVID-safe travel and domestic borders reopening,” Minister Ayres said.

“Now we need to focus on the medium-term recovery, and start planning our next holiday in 2021, or take a mid-week break now – and why not make it a great escape with a road trip across regional NSW?

“Reconnect with regional communities, discover the hidden gems along the way and see NSW as you’ve never seen it from the road while giving towns a much-needed boost by staying and spending locally.”

Episode one, a trip along the Kosciuszko Alpine Way, is now live and features London and Ocean Alley’s Baden Donegal.

Award-winning pop artist Amy Shark, who went along the Darling River Run in the outback, said the experience was amazing.

“It’s been such an incredible and rewarding experience to be part of The Long Road. Taking the time to meet the locals, hear their stories and see where they call home, has been amazing,” she said.

“I never thought I would ever visit the Darling River Run, Broken Hill and the surrounding areas and now I can’t wait to come back!”

Each itinerary as part of the campaign includes an interactive, sharable and downloadable map, points of interest along the route, links to popular tourism businesses, and an indication of drive time from Sydney or the nearest airport.

The campaign will run through to June 2021, and also features cooperative marketing campaigns with partners including Tripadvisor, Kayak, Helloworld, Welcome to Country and Wotif to drive bookings.

There’s also a consumer competition delivered by Tripadvisor and Tesla to win a NSW road trip with a Model 3.


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