Tourism news: Sydney launches tourism campaign in UK


A new tourism campaign for Sydney was announced in London last night during Australialive week, launching a new word into the vernacular.

The campaign is based around ‘Sydnicity’ — the word created for the campaign which encapsulates all of Sydney’s magical sights and moments, its beauty, vibrant personality and spirit.

It promotes and describes all of the key experiences that define Sydney, going beyond the well-known icons of the Sydney Harbour Bridge and the Sydney Opera House to look at:

Food and wine
Urban Beach Lifestyle
Nature and Outdoors
Fashion, Design and shopping
Arts and culture

The campaign also features famous Sydneysiders such as world surfing champion Layne Beachley, designers Sarah-Jane Clarke and Heidi Middleton from sass + bide and chefs Neil Perry and Matt Moran sharing their inspiring ‘Sydney’ moments in promotional films featured online.

The launch by Tourism NSW was part of the international roll-out of Sydney’s new tourism campaign.

“Last night’s launch in London signals a strong push by NSW into one of Australia’s leading tourism source markets – the UK,” said Justine Cooper, director of marketing and communications, Tourism New South Wales. “NSW and Sydney already have the leading market share of UK visitors to Australia and the Sydney campaign aims to continue capitalising on this important tourism sector.”

In the year to June 2010, more than 366,000 tourists from the UK visited NSW, injecting more than $592 million into the State’s economy.

NSW retains the lion’s share of all UK visitors to Australia with a market share of more than 34 per cent. UK visitors make up more than 13 percent of all visitors to NSW and contribute 10 percent of all international tourist expenditure in the State.

The NSW Government recognises the value of the UK market to the local tourism industry and aims to grow this market and encourage UK visitors to travel to regional parts of NSW as well as Sydney.

The launch in London last night, to VIP travel trade and media, will be followed by television, print, outdoor and online advertising over a six week period as well as a consumer competition on the Capital FM breakfast show in London to win the ‘ultimate Sydney experience’.

“Millions of Londoners will see pictures of Sydney as they travel the underground at stations such as Covent Garden, Knightsbridge, Piccadilly, Oxford Circus, Bond Street, Green Park and Leicester Square,” said Ms. Cooper.

In attendance at the launch in London were Layne Beachley, Sarah-Jane Clarke and Mark Best, chef from Marque Restaurant, just named Restaurant of the Year in the 2011 Sydney Morning Herald Good Food Guide.

Tourism NSW will also hold a food and wine event in Notting Hill on Friday to showcase Sydney and NSW’s position as the number one dining destination in Australia. This will feature star chefs Mark Best and Peter Gilmore from Quay Restaurant taking over Brett Graham’s kitchen at the two-Michelin starred restaurant, The Ledbury.

Brett Graham originates from Newcastle in NSW and is a former winner of the Josephine Pignolet Best Young Chef of the Year Award.

“Sydney is Australia’s premier tourist destination and we want more UK visitors to come and experience its natural beauty, beaches, great food, wine and entertainment for themselves,” said Ms. Cooper.

“Sydney is the gateway to regional NSW and we also want UK visitors to explore our beautiful destinations, from the coastal towns to the outback and the wine growing regions of the Hunter Valley and Mudgee.”