How Destination NSW encouraged young travellers to take the long road

Government agency, Destination NSW, drove domestic tourists to its state by tapping into a younger audience in Australia.

Campaign details

Brand: Destination NSWBrand owner: Government of New South WalesEntrant company: Havas Media Australia - AustraliaIdea creation: Havas Media SydneyMarket: Australia & New ZealandSector: Transport & tourismMedia channels: Websites & microsites, Content marketing, Social media, Word of mouth, Influencers, KOLs, Radio & audioBudget: 500k - 1 million

Executive summary

Destination NSW is the government body responsible for the growth of tourism in the Australian state of New South Wales.

Although New South Wales and its state capital, Sydney, is an internationally renowned travel destination,...

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