INDUSTRY TOOLKIT DECEMBER 2020 - Destination NSW
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I N DUSTRY TOOL K IT
DECEMBER 2020
CAMPAIGN SUMMARY
The Great Escape Interstate Campaign NSW Road Trips Domestic & New Zealand Campaign
October – December 2020 November 2020 – June 2021
Destination NSW has launched the next phase of the successful Love NSW campaign, With self-drive holidays being the preferred holiday type amongst domestic travellers,
The Great Escape. For many months, travellers have been living behind closed doors Destination NSW is inspiring holiday makers to take the long road and ultimately spend more
and restricted by borders, now as each border begins to open around Australia, and stay longer in NSW regional and rural towns by promoting NSW multi-day road trips.
advertising will be enticing interstate travellers to “jump the fence” into NSW for their
Over seven months, the multi-channel marketing program promoting 28 road trips is
next getaway.
being rolled out and comprises of:
The 12-week campaign has been released state by state within South Australia, South
• Digital videos, paid social and search engine marketing leading audiences to
East Queensland and Victoria, across television, print, digital homepage takeovers and
refreshed itineraries and new mapping technology on visitnsw.com.
social media.
• Mobile phone marketing via Google, Spotify and TripAdvisor targeting travellers
en-route and in-destination to encourage them to spend more whilst on holidays
over the summer period.
• The Long Road; a 6-part web series, featuring high profile musicians on their
favourite NSW Road Trips, will capture the attention of holiday makers when they
are planning their year ahead. Ths activity is in market between December 2020
and March 2021.
• Influencers and journalists have also been road tripping around NSW and sharing
content across Facebook, Instagram and online publishers since July 2020.
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 2
HOW TO GET
INVOLVED
1. Destination NSW has enhanced the Road Trips content on visitnsw.com with new
itinerary formats and maps. To ensure your business appears on the maps, please:
List your business for free on visitnsw.com
List your tourism business — accommodation, tours, food and drink venues, events
and visitor attractions — on visitnsw.com by creating a free Get Connected product
listing at destinationnsw.com.au/getconnected
Link your online booking software
Visitnsw.com showcases accommodation and visitor experiences in NSW. Link
your online booking software to your Get Connected product listing so users can
book directly through visitnsw.com. Find out more about online bookings.
2. Share the campaign on social media
Share The Great Escape ad NSW Road Trips social assets (landscape and square
format images) across your social media channels, using the campaign hashtags
#LoveNSW #NewSouthWales #NSWRoadTrips
3. Use the Road Trip images and messaging
We have created online image and video collections for each of the 28 road trips
for use in your own marketing. You can also use The Great Escape logo and key
messages in your own marketing collateral.
CLICK HERE TO ACCESS THE IMAGE LIBRARY
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 3
CAMPAIGN
MARK
The Great Escape logo has been created to be
used across the campaign.
We invite you to use this asset to create
any marketing collateral for your business
when promoting NSW. This can include
stickers, badges, posters, email marketing
communications or local press ads. Think of this
visual asset as a stamp that can be applied to
any promotional material.
DOWNLOAD NOW
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 4
CURATED IMAGE
COLLECTIONS
1. A Tour of Caves and Fossils 2. Central to Outback NSW
Photography is one of the primary means through
which we showcase the beauty of New South Wales
and the range of incredible experiences available
throughout the year. Capturing and selecting high
quality content that will engage our audiences is of key
importance.
For ease of use, Destination NSW as curated a
selection of images for each of the 28 road trips.
These can be accessed by clicking the relevant tile 3. Coast and Country Highlife 4. Coast to Country
once you have signed into the Destination NSW
Content Library.
Not registered? Register for the Destination NSW
Content Library by visiting
content.destinationnsw.com.au and click Register in
the top right corner.
5. Cool Coast to Intrepid Land 6. Darling River Run
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 5
CURATED IMAGE
COLLECTIONS
7. Food Lovers Loop 8. Fossickers Way
9. Grand Pacific Drive 10. Greater Blue Mountains Drive
11. Heritage Highlights 12. Heritage Towns Contemporary Tastes
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 6
CURATED IMAGE
COLLECTIONS
13. High Country to Cruising Coast 14. Kamiliroi Contrasts
15. Kosciuszko Alpine Way 16. Legendary Pacific Coast
17. Mighty Murray Drive 18. North Coast Hinterland Adventure
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 7
CURATED IMAGE
COLLECTIONS
19. NSW Food & Wine Trail 20. Rainforest Way
21. Riverina to Snowy Valleys Way 22. Stargazing and Storytelling
23. Sydney to Melbourne Coastal Drive 24. Tablelands Food & Wine Trail
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 8
CURATED IMAGE
COLLECTIONS
25. The Classic Australian Drive 26. The Kidman Way and Beyond
27. The Long Paddock 28. Waterfall Way
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 9
CREATIVE EXAMPLES NSW The Great Escape logo and messaging Epic Road Trips. Unlimited Stories. Epic Road Trips. Unlimited Stories. can be used across a diverse range of media The Mighty Murray Drive Central to Outback NSW channels to highlight the range of experiences on offer in NSW across nature, art and culture, history and heritage, accommodation and transport. Here are some creative examples of how partners can use NSW The Great Escape logo. We can also provide you with a suite of images and video assets to utilise in NSW The Great Escape campaign. Please see previous pages for links to curated image collections. THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 10
CAMPAIGN
MESSAGING
Where relevant, please integrate road trip 30 words 65 words
messages into your marketing collateral, website
and social media. Below are some examples of Change gears from routine to spontaneity on a road A road trip is the excitement of not knowing what’s
the tone and language you can consider when trip. In NSW, we’ve got 28 ideas for epic journeys that around every corner. The thrill of the open road and
promoting road trips. criss-cross the state by car. Make NSW your next meeting locals along the way. So wind down the
great escape. windows and enjoy the fresh coastal breezes as you
leave the city behind. A road trip is more than a great
Taglines escape, it’s a story to tell — here are 28 journeys in
40 words NSW to try.
• 28 epic road trips, unlimited stories to tell
Whether you like to chase waterfalls or wineries,
• Epic road trips, unlimited stories. NSW’s 28 road trips offer a journey to suit every
holiday mode. From coastal drives to outback detours
75 words
• A road trip is more than a getaway, it’s a story
to tell... to cruising by the river — hit the road in NSW for an Well, you could jump on plane and fly to your next
unforgettable escape. destination — but imagine what you might miss along
• 28 NSW road trips, no two are alike the way. Stopping to taste apples straight from the
• Every road leads to another NSW adventure tree; eating fish and chips on the beach at sunset;
buying local wine and fossicking for retro treasures in
a country town. For your next great escape, pack up
the car for a memorable NSW road trip. Here are 28
itineraries to add to your wish list.
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 11SOCIAL Where possible, please include our social media hashtags and handles in your posts
Facebook: facebook.com/visitnsw, Instagram: @visitnsw, Twitter: @NewSouthWales
MEDIA Primary Hashtag
#LoveNSW
Secondary Hashtags
#NewSouthWales #NSWRoadTrips
#HolidayHereThisYear
Be part of the campaign and spread the word. So
that we all share the same voice across the Love
NSW campaign, when creating and sharing content
through your marketing and social media channels —
or encouraging visitors to create user-led content for
your NSW tourism business — we ask you to use these
key messages and follow the photography guidelines.
Photography Tips:
1. Capture a photo in an inspiring NSW location.
2. Share the photo on social media with the hashtag
#LoveNSW. Don’t forget to use #NewSouthWales and
also tag @VisitNSW. For Sydney use #ilovesydney
and also tag @Sydney. For more information on social
media, please refer to our guidelines.
3. Encourage your local operators and visitors to do
the same.
THE GREAT ESCAPE: INDUSTRY TOOLKIT – DECEMBER 2020 PAGE. 12GET IN TOUCH
For more information on The Great Escape and NSW Road Trips campaigns, please Industry Development
contact your Regional Tourism Development Manager:
Destination NSW’s NSW First Program includes advice, events and resources to help
Destination North Coast NSW Destination Sydney Surrounds South tourism businesses develop, promote and sell their tourism products. The NSW First
Mitchell Gunn Jacqui Greaves Quick Tips guides help tourism businesses navigate COVID-19 and include advice about
M: 0459 873 973 M: 0459 873 970 staying connected with travellers, media and distribution partners, and opportunities
E: mitchell.gunn@dnsw.com.au E: jacqui.greaves@dnsw.com.au to develop new areas of business.
Destination Riverina Murray Destination Southern NSW & Destination
Antje Klupsch Country and Outback NSW
Advice & Support
M: 0428 141 762 Sarita Atkins
E: antje.klupsch@dnsw.com.au M: 0459 872 440 Destination NSW will continue to provide tourism operators with the latest
E: sarita.atkins@dnsw.com.au Government and Health advice and support via destinationnsw.com.au
Destination Sydney
Surrounds North The latest health advice and guidance about COVID safe business operations and
Tenille Jenkins restrictions on travel and public gatherings are available at:
M: 0409 461 437 • NSW Government
E: tenille.jenkins@dnsw.com.au
• Australian Government
Visit destinationnsw.com.au/nswfirst to find out how to develop, promote and sell
your tourism experience or contact product@dnsw.com.au for product development • Safe Work Australia - COVID-19 information for workplaces.
support and advice.You can also read
