Sydney’s marketing blitz was smaller than Melbourne’s, but tourism boss says it’s working | michaelkoziol
The state’s tourism boss insists a major campaign to sell Sydney and NSW to the world is working despite the television advertisements only having limited airplay interstate since they launched in October – while Melbourne went on a national marketing blitz.
Cox said the ads “absolutely” aired in Melbourne, though he was not certain about other markets. “They have run outside the state. That particular ad is not on TV at this moment in time,” he said. He also said the campaign had so far generated 2.1 million “leads”, which include website clicks, and brought $120 million into the state’s visitor economy, and there will be another burst of campaign activity later this year.
Cox would not comment directly on criticism by V’landys, who, amid tense negotiations over the location of the NRL grand final, said in April: “Destination NSW wouldn’t know an event if they fell over it.” Cox would not comment on events before his time but pointed out that the Feel New campaign prominently features cultural attractions in Sydney and NSW. It aims to showcase how Sydney blends natural beauty and cultural richness, he said.
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