Aussie musicians, including Guy Sebastian, Amy Shark and Troy Cassar-Daley, combined with rich data from travel intenders, have informed the new Destination NSW road trips digital marketing campaign. geared at driving Australian travellers to take a road trip in New South Wales.
Using the top searched items, content types and experiences on Sydney.com and Visitnsw.com, the Road Trips campaign uses the top searched items, content types and experience categories to guide every element to deliver tools and information that is most sought after by visitors to the Destination NSW operated sites. Together with Roy Morgan data which revealed the important role music plays on a road trip, Road Trips will see the following components rolled out over the coming months:
- A six-part YouTube video content series, The Long Road, hosted by TV and radio personality Ash London featuring critically acclaimed musicians Amy Shark, Guy Sebastian, Troy Cassar-Daley, Connie Mitchell from Sneaky Sound System, Baden Donegal from Ocean Alley and Polish Club touring some of the state’s top road trips
- Geo-targeted domestic advertising including digital, Facebook, YouTube, Instagram, Spotify and digital publishers such as We Are Explorers
- Co-operative marketing campaigns with partners including TripAdvisor, Kayak, Helloworld, Welcome to Country and Wotif to drive bookings and a consumer competition delivered by TripAdvisor in partnership with Tesla to win a NSW road trip with a Tesla Model 3
- An influencer marketing program designed to stimulate advocacy and visitor interest through their first-hand experiences across the state
- New landing pages featuring all 28 road trip itineraries on VisitNSW.com and Sydney.com which can be searched by interest area, duration or region. Each itinerary includes an interactive, sharable and downloadable map, points of interest along the route, links to popular tourism businesses, and an indication of drive time from Sydney or the nearest airport
Destination NSW Chief Executive Officer Steve Cox said the road trips program is an important step in ensuring long term recovery of the tourism industry, and encourages locals and interstate visitors to take a road trip with family or friends and experience parts of NSW they may not have visited before.
“All travellers are welcome in NSW and now is the time for them to lock in their next great escape with a road trip across NSW to support those tourism businesses who have faced such a challenging year. Our focus is on fast tracking the recovery of local communities by delivering marketing programs that get people travelling across NSW.
“There are 28 incredible road trip itineraries to choose from on Visitnsw.com, with options for trips from one to five-plus days right across the state. Exploring by road is a great way to meet the locals, discover hidden gems along the way and see NSW as you’ve never seen it before.”
