Tourism NSW recruits cultured celebrities for Sydney winter campaign
Ogilvy Sydney has created a set of TV ads for Tourism New South Wales to showcase Sydney’s food, fashion and cultural appeal and help attract domestic visitors to the state’s capital during winter.
Eight 15-second ads have been created with the first two aired featuring fashion designers Heidi Middleton and Sarah-Jane Clarke of Sass and Bide and celebrity chef Matt Moran.
The six others, to air in the coming weeks, will feature pro surfer Layne Beachley, Taronga Zoo, Bondi Icebergs, Sydney Theatre Company, celebrity chef Neil Perry and composer Richard Tognetti.
Coupled with print and digital ads, the campaign will target Melbourne, South East Queensland, Regional NSW, the ACT and Sydney.
Tourism NSW executive director and general manager Lyndel Gray said: “Almost three quarters of all overnight visitors to Sydney come from within Australia, many of them frequent visitors.
“We know Sydney’s variety and diversity keeps them coming back and it’s important that we let people know all they can expect to see in our great city this winter.”
The activity is part of the wider campaign, “It’s what makes Sydney so… Sydney” which was launched in April of last year in the domestic, New Zealand, China, UK and USA markets.
I think they promote what you would want to do if you lived in Sydney but so far not compelling enough to visit in winter.
User ID not verified.
YAWN …
User ID not verified.
So Sydney has the monopoly on picnics and milkshakes then?
User ID not verified.
Oh dear… how boring
User ID not verified.
They should have used footage of me doing blow and chasing ladies at the Ivy. It’s what makes Sydney… so Sydney.
User ID not verified.
I think the clip is just too short. It had only started when it was over and I was wondering, “what?” What did I just see? If the view is so spectacular, and it looks like it is, then the camera should hesitate there for a few seconds longer. That way the viewer (me) who wants to visit Sydney, will get an eyefull of Sydney.
User ID not verified.
It says it all. Sydney has a culture of celebrity, Melbourne has a culture of food and fashion.
User ID not verified.