Sydney: Summer's Must-Visit Destination

Deputy Premier and Minister for Tourism and Major Events Andrew Stoner, has launched new print and outdoor marketing initiatives as part of a major tourism and events campaign reinforcing Sydney as Australia's number one destination and aiming to further drive visitation during the summer months.

“The Love Every Second of Summer in Sydney campaign will take over high profile outdoor sites including Australia's largest digital billboard at Young & Jacksons in Melbourne and billboards at Tullamarine, Brisbane, Gold Coast, Perth and Canberra airports,” Mr Stoner said.

“The campaign will also appear across print, television, outdoor and digital media, including a 40-page, full colour magazine called Your Guide to Sydney in Summer, in more than 1.9 million News Limited newspapers across Australia, starting from today.

“More than $1.9 million has been invested in Sydney in Summer by industry and Government and in the supporting It's ON! events campaign, developed and delivered by the Government's tourism and major events agency, Destination NSW.

“In addition to this investment, Destination NSW is working with industry partners including airlines, hotels and online travel agents to develop a program of co-operative campaigns aimed at encouraging travel to Sydney over summer.

“Summer is a magical time to visit Sydney with a feast of festivals, international sports and world-class dining. This wonderful weather also makes it a fantastic time to explore the natural beauty of our harbour, beaches and parks,” he said.

Destination NSW Chief Executive Officer Sandra Chipchase said the campaign will also include extensive digital media activity to drive visits to the Sydney.com website and the websites of event and travel related partners.

“A highlight of the digital activity is a high impact homepage takeover of Fairfax's online mastheads which achieved over eight million impressions and features stunning aerial vision of Sydney Harbour from Destination NSW's award-winning Sydney 360 project,” Ms Chipchase said.

“From October, the It's ON! television commercials will feature on free-to-air and pay TV networks.

“Sydney's exclusive major events present a compelling case to visit Sydney in Summer including the Sydney International Art Series, Emirates Australian Open of Golf, Sydney New Year's Eve, Sydney Festival, Hurley Australian Open of Surfing and Chinese New Year,” she said.

Your Guide to Sydney in Summer was also distributed within 280,000 newspapers in New Zealand on 14 September.

The Sydney in Summer and It's ON! campaigns are in market through to February 2015.