New South Wales launches maiden campaign in India
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Destination New South Wales (NSW) has launched its first new digital marketing campaign in India.
The campaign titled ‘Jhappi Time’ or ‘hug time’ is developed and executed to specifically target the visiting friends and relatives market in India. The campaign features four Bollywood-style vignettes set in various popular tourist locations around NSW including Sydney, Manly Beach and the Blue Mountains.
Speaking on the occasion, Sandra Chipchase, CEO of Destination NSW described the campaign as creative and industry first that will ensure Indian travellers will have NSW front of mind when they plan their Australian holiday.
“Destination NSW has worked with leading Bollywood film director and Australian filmmaker, Anupam Sharma, to create a fun, completely unique and culturally authentic campaign that will appeal directly to Indian travellers love of family, fun and good times. More than one third of Indian visitors come to New South Wales to spend time with their loved ones, so we are tapping into the enormous potential of the ‘Visiting Friends & Relatives’ market segment in NSW,” Chipchase explained.
“Sydney is the number one Australian destination for Indian travellers, with Regional NSW growing in popularity among tourists from India. India is one of the State’s most important tourism, trade and business investment market, and ‘Jhappi Time’ will enhance tourism from India, which is currently worth an estimated $183 million a year to the NSW economy,” said NSW Premier, Barry O’Farrell.
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