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Tourism New South Wales’s marketing of Sydney has been recognized alongside Tourism New Zealand’s international marketing as the two best Government destination promotion campaigns in the Asia Pacific last year. The Pacific Asia Travel Association (PATA) presented Tourism New South Wales’ Executive Director and General Manager John O’Neill with a Gold Award for the agency’s marketing of Sydney in 2005.
The judges said Tourism NSW’s marketing of Sydney, on behalf of the NSW Government, “really justifies top marks” and assessed the integrated TV, print and online campaign as the best state or city campaign in Asia Pacific in 2005.
NSW, with Sydney as its capital city, is Australia’s largest state and accounts for one third of the nation’s tourism. Domestic and international visitation to NSW generates more than 25 million overnight stays each year.
Tourism New Zealand received a Gold Award for its ‘100% at Home’ campaign, the latest variation on its ongoing ‘100% Pure’ marketing campaign, which was judged to be the best national campaign inAsia Pacific in 2005.
“Three years ago we set out to reinvigorate the marketing of our state, launching campaigns which promoted it by region, including Sydney,” Mr O’Neill said. “Our campaign – ‘There’s No Place in the World Like Sydney’ – was the first we launched.”
“At the time we said we aimed to be as consistent and as integrated in our approach as Tourism New Zealand’s 100% Pure campaign and so it’s a great compliment to be recognized alongside New Zealand.”
The NSW Minister for Tourism, the Hon Sandra Nori, said the agency’s excellent marketing of Sydney had no doubt contributed to continuing 80 per cent plus occupancy of the city’s hotels.
The award was presented on the first day of PATA’s 55th Annual Conference in Pattaya, Thailand, where more than 1,100 delegates and 220 media are gathered to consider trends impacting on travel and tourism across Asia Pacific.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
