‘Now’s the time to love NSW’: Destination NSW launches bushfire recovery domestic tourism push
Destination NSW has launched its domestic tourism marketing effort following the bushfire crisis, telling residents of the state that “Now’s the time to love NSW”.
The campaign launched in Saturday’s The Daily Telegraph with a two-page spread asking people to support regional towns and businesses.
The campaign kicked off with a two-page spread in The Daily Telegraph
The full text of the ad reads:
“Our future is in your hands.
“The people of NSW have been pushed to the limit. Ongoing drought and devastating bushfires have torn the heart out of countless communities and crippled our once vibrant tourism industry and the income that so many people and communities rely on. In spite of this, what makes NSW great remains – the remarkable people and places. Drought and fire-affected regions are suffering, but they refuse to be broken. They need our help, and to know we still care.
“It’s time to show the world what you love about NSW, from the beach to the bush, our rural communities, regional centres and our global icon, Sydney.
“It’s time to share your experiences and help get tourism and the communities it supports back on their feet by visiting, staying, eating our and shopping in NSW. You’ll have the time of your life… and help someone rebuild theirs.
“Now’s the time to love NSW.”
The social media-led campaign relies on user-generated content. It is encouraging people to share photos of their favourite places in the state with the hashtag #LoveNSW, and capture images of their regional travels with their hands in the shape of a love heart.
The campaign encourages people to share photos of the state with their hands in the shape of a heart
Minister for jobs, investment, tourism and Western Sydney, Stuart Ayres, said: “The prolonged drought and unprecedented bushfires have broken our hearts and had a devastating impact on thousands of operators in our beautiful state.”
“That’s why now’s the time to love NSW – we need to show the world that our many spectacular sights and experiences are in great shape, and they’re welcoming visitors right now.”
An online resource has also been created directing people to various events, road trip routes and tourist attractions in the range or regions across NSW. It also directs users to tourism deals and offers so they can take a #RecoveryWeekend.
The campaign was created by creative agency The Works.
The campaign operates in congruence with Tourism Australia’s $20m Holiday Here This Year domestic tourism campaign.
Surely it would make sense for the hero image to be a small tour operator/hotel owner or anyone who has been directly impacted by the bush fires/drought crisis in these ads. That’s why community campaigns such as ‘Empty Esky’ have been so successful as they tell their stories in a simple yet effective way.
Maybe the guy featured is a small NSW tourism operator but with no explanation it seems a missed opportunity.
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