Tourism New South Wales

Background

Tourism New South Wales (TNSW) were looking for a media partnership to encourage affluent UK travellers with an interest in culture and arts, to visit Sydney during the summer.  The campaign needed to highlight Sydney Festival as a key attraction.

 

The solution
Times Media created bespoke content in the Saturday TV and Arts section The Knowledge and The Sunday Times Culture section.  The team and TNSW worked closely to develop a series of advertorials which were written by well known personalities in the field of arts and entertainment. 

 

The Knowledge created a bespoke 44-page handbook which was distributed with The Times within a branded poly bag.  A dedicated Times Online microsite was created with an interactive map pointing out the best of Sydney. 

 

A competition - win one of five festival holidays - was supported through co-branded advertising and marketing activity.  TNSW added to its database through data capture obtained through the competition.

 

Results

  • 60,000+ unique users
  • 180,000+ page impressions
  •  Nearly 10,000 competition entrants in 4 weeks