The advertisement campaign, which was launched today, sells NSW as “a place to feel alive, feel free and to feel new again”.
A video ad to be screened on TV and rolled out on social media shows images of Sydney’s beaches, abseiling in the Blue Mountains, people camping in outback NSW and trying bush tucker, Aboriginal dance theatre and New Year’s Eve fireworks.
The NSW Government is aiming to get visitors to contribute $65 billion to the state’s economy by 2030, and the campaign is a key part of its strategy toward making that happen.
NSW Premier Premier Dominic Perrottet said his government’s announcement that it would scrap and quarantine requirements for fully vaccinated travellers from November 1 had already been a “gamechanger” for NSW.
“There is a bright future for our state,” NSW Premier Dominic Perrottet said at the unveiling of the new campaign.
“We want our people to stay, we want the rest of Australia to visit and we want the world to come and feel and experience the best that NSW has to offer.”
“As we open up to not just to Australia, but the rest of the world, I think the images in this campaign will drive the tourism economy here in NSW and take it to the next level.”
Minister for Jobs, Investment, Tourism and Western Sydney and Minister for Trade and Industry Stuart Ayres said the new campaign was about offering hope that the worst of the pandemic was behind us and would breathe new life into the struggling tourism industry.
“Over the last 18 months is a devastating impact on the tourism sector: we’ve seen loss of jobs, we’ve seen loss of hours, we’ve seen businesses literally trying to keep their nostrils above the waterline to stay alive,” he said.
“But there is a really bright light at the end of this dark tunnel. We’ve seen this over the last few weeks as we started to reopen our state.”
“This is about celebrating the people of NSW… we want to welcome you to come to feel NSW the same way we experience it… we think this is a game-changer for tourism.”