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IT'S OUT THERE CAMPAIGN SHINES SPOTLIGHT ON BROKEN HILL AND THE CENTRAL DARLING REGION
Visitors are being encouraged to experience ‘a different kind of outback’ in Broken Hill and the Central Darling region through a new marketing campaign launched this week by the NSW Government.
It’s Out There has been developed by Destination NSW together with Broken Hill City Council and Central Darling Shire.
The campaign was brought to life for more than 200 travel and lifestyle media today with Destination NSW creating a replica pop-up in Sydney of the Heritage-listed outback town’s famous Bells Milk Bar.
The nation’s oldest continuously running milk bar served milkshakes at International Media Marketplace (IMM) – Australia’s largest travel and lifestyle media summit which was held at the International Convention Centre Sydney.
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said the campaign has been developed to drive visitation to the region and encourage longer stays.
“Many people have heard of Broken Hill and its surrounds, but what they don’t realise is how many incredible, quirky and diverse experiences this region has to offer,” Mr Ayres said.
“This marketing campaign showcases Broken Hill and the Central Darling region as a ‘different kind of outback’ – one that is full of spirit, history, diversity and character to explore and uncover. In addition to its striking landscapes, this region has a strong community of incredible artists, a vibrant drag culture and a unique Aboriginal cultural heritage.”
Broken Hill City Council Mayor Darriea Turley AM said: “Broken Hill City Council has been very keen to get out there and pursue strategic marketing and this campaign will show the world that we can provide a unique and genuine outback experience in the Far West.
“I believe we offer a level of authenticity that is unmatched in the tourism market and our product is showcased perfectly in this campaign,” Ms Turley said.
Central Darling Shire Council Administrator Bob Stewart said, “This marketing campaign reveals the landscape and cultural features that our Shire has to offer… I encourage anyone who has never been here before – come and see it for yourself – you will be surprised and enchanted.”
Minister for Western NSW Adam Marshall said that while towns in the region continue to deal with the impacts of drought, it has never been more important to visit these areas, and provide a cash injection to local economies.
“Whether you’re from the bush, or from the city, there has never been a better time to explore what Broken Hill and the wider Central Darling region has to offer,” Mr Marshall said.
Delegates from Broken Hill City Council, Destination NSW and NSW Government at IMM in Sydney to launch the new tourism marketing campaign "It's Out There" for Broken Hill and Central Darling. (L-R) Philmah Bocks, General Manager Broken Hill City Council, James Roncon, Broken Hill Mayor, Darriea Turley AM, Chair Destination Country and Outback, Clyde Thomson AM, Broken Heel Festival Director, Esther La Rovere, Acting CEO Destination NSW, Stephen Mahoney, Parliamentary Secretary for Tourism and Major Events, Geoff Provest, General Manager Destination Country and Outback, Lucy White and Art Simone.
#LOVENSW FELT FAR AND WIDE
Destination NSW’s tourism recovery marketing campaign Now’s The Time To Love NSW is about to sweep the state with full-page advertisements in regional NSW newspapers next week.
The campaign continues to grow in scale, with regional communities invited to #LoveNSW in their local newspapers from Monday.
This is an important step in engaging tourism operators and the broader community to show and share love for their favourite corner of NSW by taking a photo of their town, include a heart shape and share the photo on social media with the hashtag #LoveNSW.
The rally cry to regional communities draws on the pride and familiarity only locals can show, and is already generating real-time, authentic imagery of the amazing experiences and attractions NSW has to offer visitors.
Tourism businesses that want to use the Now’s The Time To Love NSW logo on marketing materials such as stickers, badges, posters and in email marketing communications can access an industry campaign toolkit here.
Meanwhile, the Sydney Swans joined the cause this week visiting Batemans Bay, Ulladulla and Lake Conjola as part of the 2020 AFL Community Camp. Swans players held clinics with junior players in the town, met community members and hosted a breakfast for SES, RFS and local volunteers. They shared this incredible video from their #LoveNSW journey.
The #LoveNSW campaign also features on billboards across the country in Sydney, Melbourne and Brisbane inspiring locals and visitors to get out and explore the Harbour City and beyond. See a photo of one of Sydney's most prominent billboards - Joyce Drive near Sydney Airport - below.
STRENGTHENING TRADE, TOURISM AND INVESTMENT OPPORTUNITIES IN INDIA
New trade, tourism and investment opportunities were the focus of a trade mission to India this week by Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres.
Minister Ayres participated in the Australia India Business Exchange (AIBX) conducted by the Department of Foreign Affairs and Trade and Austrade, which included representatives from over 130 Australian businesses. In addition to AIBX there was also a strong tourism focus with the full board of Tourism Australia also in India.
Minister Ayres attended the Aviation Connectivity roundtable in Delhi and the Tourism Australia reception in Mumbai along with inbound operators and airlines to promote Sydney and NSW as a top destination for holidaymakers.
“Latest International Visitor Survey results show that India is NSW’s fastest growing inbound market over the past five years,” Minister Ayres said.
“From the survey period year ending September 2014 to September 2019, the number of visitors from India almost doubled while visitor expenditure in NSW grew 123.5 per cent to $429 million.
“The current ICC Women’s T20 World Cup and the upcoming men’s tournament in Australia this year present an excellent opportunity not only to cement this growth rate but to accelerate it.”
In addition to the tourism outcomes, an MOU was signed with Social Alpha to support greater opportunities for NSW and Indian start-ups to improve access to each market. Social Alpha nurtures start-ups and the Foundation for Innovation and Social Entrepreneurship (FISE) forms the core of the Social Alpha architecture, which operates through a nationwide network of technology and business incubation infrastructure sponsored and enabled by Tata Trusts.
Also on the agenda was the promotion of the exciting economic development precincts in NSW. There was considerable interest in the Sydney Innovation and Technology Precinct, Western Sydney Aerotropolis and Special Activation Precincts in Regional NSW.
With strong links already established in education, a renewed focus from the NSW Government on international engagement through the recently launched Global NSW this mission will take advantage of the immense trade, tourism, and investment opportunities being by India’s rapidly expanding economy.
“NSW has a clear opportunity to strengthen and diversify its international economic opportunities with India, which is why we intend to grab this with both hands.”
Pictured: Minister Ayres signing a MOU with Social Alpha India as part of the Australia India Business Exchange (AIBX).
SYDNEY TO CELEBRATE WHAT MATTERS AT MARDI GRAS PARADE
Final rehearsals and preparations are underway for tomorrow’s Sydney Gay and Lesbian Mardi Gras Parade.
Spectators will line the streets, balconies and rooftops of Oxford Street to cheer on the 12,600 marchers and 191 floats starring in the colourful celebration of the LGBTQI community.
The 2020 theme WHAT MATTERS highlights the legacy of Mardi Gras as a platform for activism, and a call to action for the public to consider important issues facing the community.
The Sydney Gay and Lesbian Mardi Gras Parade starts at 7.30pm from the top of Oxford Street (near Hyde Park) and for the first time will be broadcast live on SBS, hosted by comedian Joel Creasey, Studio 10 host Narelda Jacobs, drag icon Courtney Act and comedian Zoe Coombs Marr.
For full details: mardigras.org.au
Regional live viewing sites will also be hosted across NSW and the country including in Broken Hill, Central Coast, Lismore, Bathurst and Wagga Wagga.
Broken Hill will be represented at the parade through the Broken Heel Festival float – a celebration of the outback centre’s own nod to iconic film Priscilla Queen of the Desert which featured the town. Broken Heel Festival will bring together desert, disco and divas from 10-14 September 2020 and tickets are now available.
Pictured: Sydney Gay and Lesbian Mardi Gras officials, NSW Government representative Shayne Mallard MLC and Assistant Commissioner Tony Crandell with Parade participants.
MUDGEE FEELS THE LOVE WITH NEW CAMPAIGN
Mudgee is calling on visitors to embark on a love story with the area, inviting couples, friends and families to Feel the Love in Mudgee region.
Tourism businesses in Mudgee, Gulgon, Rylstone, Kandos and surrounds have created 30+ experiences and packages to sweep visitors off their feet and showcase the diverse offerings of country NSW.
Among the experiences are a romantic hot air balloon ride with Balloon Aloft over the stunning Mudgee region plus two nights’ accommodation for two, an immersive wine masterclass, a secluded farm retreat with valley views and a personal shopping experience with local boutique Cherry Red.
This new campaign highlights the unique tourism attractions and experiences of Mudgee Region, from picturesque scenery, fine wine at 40+ family-owned cellar doors and tours of local produce farms to national sporting events, an adventure playground in Gulgong or bushwalking near Rylstone.
Mudgee is a 3.5-hour drive north-west of Sydney, or a 45-minute flight.
#FeeltheLove in Mudgee through these special deals - visitmudgeeregion.com.au – and don’t forget to share your #LoveNSW photos while you’re there.
DOLLY SENDS LOVE TO AUSTRALIAN FANS
American country music star Dolly Parton has recorded a special message for her fans ahead of the Australian-premiere of her smash hit show 9 to 5 The Musical at the Sydney Lyric Theatre this April!
9 to 5 The Musical was secured for Sydney by the NSW Government through Destination NSW.
Based on the 1980 film by the same name, 9 to 5 The Musical will feature Caroline O’Connor, Marina Prior, Samantha Dodemaide and Erin Clare in the much-loved lead roles.
New seats have just been released for June. Be sure to secure your seat at the Sydney Lyric Theatre for 9 to 5 The Musical - visit 9to5themusical.com.au/tickets/sydney/
LA TRAVIATA DANCES ONTO SYDNEY HARBOUR NEXT MONTH
It’s less than a month until Handa Opera on Sydney Harbour presents La Traviata - a story of love, death and scandal - for the 2020 season.
La Traviata on Sydney Harbour will bring the joy and heartache of one of the world’s most popular opera to the iconic stage at Mrs Macquaries Point from 27 March until 26 April, 2020.
The story that inspired Moulin Rouge is a performance of glamour and grandeur. It will feature a 3.5-tonne chandelier that sparkles with 10,000 crystals, and a showstopping scene involving 80 performers on stage and party boats in the harbour.
To see some of the work that goes on behind the scenes in the lead up to an Opera Australia production, the video above from auditions shows the excitement, energy and emotion that goes into the choreography of the show.
Tickets are available for Handa Opera on Sydney Harbour via opera.org.au
STRONG FIELD BRINGS HEAT TO WSL SYDNEY SURF PRO
Three of Australia’s Tokyo Olympics qualified surf team will headline the inaugural WSL Sydney Surf Pro at Manly next month.
Owen Wright, Julian Wilson and Sally Fitzgibbons are among the 17 men’s and 11 women’s Championship Tour (CT) competitors registered for the first ever WSL Challenger Series event at the iconic beach from March 8-14.
Member for Manly James Griffin said: “With just over a week until the opening event of the 2020 WSL Challenger Series right here in Manly, anticipation is high and the community is ready for a brilliant show,” Mr Griffin said.
Reigning four-time WSL Women’s World Champion Carissa Moore (US) is among the line-up that also includes local surfers Jordy Lawler and Holly Wawn (pictured above).
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said: “Over the next three years the Sydney Surf Pro will deliver $3.7 million in visitor spend for NSW from more than 4,000 visitors who stay over 25,000 visitor nights,” Minister Ayres said.
Read more: WSL Sydney Surf Pro news
NEW ABODE HOTEL SET TO OPEN IN THE NSW SOUTH COAST
The NSW South Coast's tourism sector has received a boost with the announcement that Iconic Hotels first coastal offering will open at Malua Bay next month. Abode Malua Bay will be the seventh property in the Abode Hotels portfolio, and the ninth hotel overall for the independent hotel and hospitality provider. The new 2-room, four-star hotel, which is on track to open in March, is just metres from Malua Bay Beach. “Offering a complete guest experience, Abode Malua Bay is bike, surfboard and pet friendly…the hotel offers unrivalled ocean views, and will cater predominantly for leisure guests,” Iconic Hotels general manager Rien Donkin said.
WILDLIFE FEELS RETURN AND EARN BENEFIT
Cans for Koalas recycling appeal will be the new Return and Earn major donation partner, following the highly successful Bottles for the Bush appeal, Minister for Environment Matt Kean has announced. From 24 February recyclers in NSW, QLD and NT have the option to donate their 10c container refund by simply selecting Cans for Koalas on all Return and Earn reverse vending machines. The initiative from TOMRA would deliver crucial funding to WWF-Australia’s Wildlife and Nature Recovery Fund which is providing ongoing care to wildlife in the wake of the devastating bushfires. “This initiative provides vital funding to help wildlife recover from the fires, including helping to restore habitats and support the recovery of our beloved koalas and other iconic species such as kangaroos, wallabies, kookaburras and honeyeaters,” Minister Kean said.
ICC SYDNEY ANNOUNCES COMMITMENT TO 100% NSW WINE
The State’s premier convention, exhibition and entertainment venue International Convention Centre (ICC) Sydney has reinforced its support for New South Wales producers with its new 2020 Wine Collection. ICC Sydney has furthered its commitment to local producers with a comprehensive new wine list comprising 100% NSW produced wines. Highlighting the state’s reputation as a top wine producer and delivering return for the wine industry, the new collection will be showcased to a global audience of 1.4 million visitors who attend events at the venue each year. To mark the commitment, ICC Sydney has also released the first episode of 100% Local, a four-part documentary series which shines a light on NSW’s world classs wine industry. See the documentary here.
MOGO ZOO REOPENS THIS SUNDAY
Mogo Wildlife Park will reopen on Sunday following extensive refencing of the South Coast property. Mogo Wildlife Park was directly impacted by bushfires in January, however the team was able to save all 65 acres and more than 200 animals from danger. The privately owned zoo, 10 minutes’ drive south of Batemans Bay, boasts a diverse collection of endangered and exotic animal species. Mogo Wildlife Park will return to business as usual, open seven days a week from 9am to 5pm and will continue to offer up close and personal encounters with lions, tigers, meerkats, primates and more. Find out more about Mogo Wildlife Park and book tickets at mogozoo.com.au
SPECTRUM OF THE SEAS CHARITY CRUISE TO DEPART FROM SYDNEY
Royal Caribbean International’s newest ship Spectrum of the Seas will set sail from Sydney tomorrow on a complimentary 4-night humanitarian cruise in support of Australia's volunteer first responder community. A second cruise will follow the same round-trip itinerary from 7-11 March. Up to 7000 volunteer first responders and their families will be accommodated across the two cruises and given the chance to enjoy on-board dining, entertainment and family activities. Royal Caribbean International Australia and New Zealand Managing Director Gavin Smith said: “We are in a fortunate position to give back to the brave and dedicated members of our community and their families by presenting them with the chance to join us for a few days to relax, unwind and enjoy our hospitality.”
WINE AUSTRALIA WEBINAR SERIES UNDERWAY
Wine businesses looking to develop bookable and commissionable wine tourism products and experiences are encouraged to explore Wine Australia’s Growing Wine Tourism webinar program. The practical, wine-specific seminars will offer participants tools, strategies and case studies to help attract more international tourists. The series commenced on 27 February with the first part of ‘Laying the foundations’, with the second part to take place on 11 March. The webinars continue through to 21 April. Wine Australia has partnered with the Australian Tourism Export Council (ATEC), Fastrak Asian Solutions and Wine Tourism Australia to develop and subsidise the series. For more information and to register: wineaustralia.com
