Sydney launches ‘Love every second’ positioning

Sydney in WinterDestination NSW has launched a domestic campaign promoting Sydney as a destination for couples keen to make use of every second of their break.

The campaign is aimed at counteracting the successful efforts of other domestic destination brands including the long running You’ll Love Every Piece of Victoria campaign.

The campaign – created by ad agency Banjo – has a relatively modest media budget, with executions focusing on outdoor activity and some print in Victoria, Queensland and NZ.

It will also be backed with social activity including hosting travel bloggers and a Facebook app. The print element of the campaign will feature a couple enjoying various activities with a precise time as part of the image.

Destination NSW CEO Sandra Chipchase, said at last night’s launch: “It’s designed to send a very clear message to the rest of Australia – NSW is is fighting back – be afraid. Also, enjoy the warm hospitality.”



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