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.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.