Youth targeted by Tourism NSW

Tourism NSW showed off its youthful side yesterday, unveiling its new campaign, targeting younger travellers.The online marketing campaign is the first of its kind for the industry group and is part of NSW Tourism, Major Events and Hospitality Minister George Souris’ plan to double NSW tourism by 2020.

Mr Souris told e-Travel Blackboard that young adults make up 30 percent of NSW inbound travellers and long-term promotion will reach more people than any other AU$200,000 campaign.

“Young people have lost the habit of holidaying at home,” Mr Souris said.“Places like Fiji and Bali seem attractive because of the strong dollar but it doesn’t compare to having fun in your own country.“We want to show what’s in their own backyard.”

The campaign is made up of five short videos produced, directed and starred by young talent Matilda Brown, which will be uploaded onto the tourism bureau’s website as well as its Youtube channel.The short clips capture a range of activities available for young travellers to undertake in NSW including: ski adventures, road trips, water activities, sky diving, surfing and horse riding.

As well as the video advertisement, Tourism NSW director of marketing and communication Justine Looper explained that other young and well know talents have been selected to pair up with bloggers who will be sent to locations across the state.

Ms Looper explained that ambassadors including Guy Sebastian and Matilda Brown will tweet or Facebook questions to their followers like 'where they recommend they go for beauty or surfing activities'.

The answers will then be retrieved by Tourism NSW, who will then send the blogger teamed up with the talent to the location to share their experiences in those pasts of the state.“The new campaign is digital and viral and it will touch young people all around the world,” Ms Looper added.

“The power of digital is absolutely amazing and young people are tech savvy and we want to talk to them in a language they enjoy.”Blogger teamed up with an ambassador from Peep Toe, Helen Lee told e-Travel Blackboard the campaign will give her a chance to experience NSW and share her findings with other young people.

“This is my first local collaboration and I always hear things about NSW and maybe now I can have all these stories to tell about the state,” she said.Keeping in theme with her blog, which covers fashion, Ms Lee added that if she could select a location it would be similar to the cabin Carrie visited in an episode of Sex and the City.

With the campaign expected to roll out over the coming weeks, Mr Souris concluded that while he is urging younger travellers to get online and spread the word, he’ll steer clear of any social media promotion to avoid “defeating the purpose” of the campaign.

Source = etravelblackboard