Bells pops up in Sydney
Saturday, 29th February, 2020
By Emily McInerney
More than 200 travel and lifestyle media gurus have been given a taste of Broken Hill with a special ‘pop-up bar’.
A replica of Bells Milk Bar was brought to life in Sydney to support a new marketing campaign - ‘It’s Out There’ - launched at the International Media Marketplace, Australia’s largest travel and lifestyle media summit.
Bells Milk Bar’s Jason King said it was “bloody awesome” to be included in the campaign.
“It will no doubt have positive spin-offs for Bells but it also showcases a Broken Hill asset,” he said.
“Where they might have just had an ordinary refreshment bar, they’ve been able to incorporate Bells into it.
“It’s things like that, that make Broken Hill special.”
Mr King said branding the region as a whole experience was a great way to get into the market.
“There’s so much to see and do, it’s out there and the whole campaign is like that,” he said.
“The tagline is true and every chance that we can get to show people what Broken Hill is like; is good for everyone.”
Mayor Darriea Turley was at the launch, which was followed by a luncheon attended by over 450 people.
“It was such an incredible success,” she said.
“People were coming up to me and saying they had never seen anything like the pop-up Bells Milk Bar at a tourism event.
“They all wanted a Bells milkshake and were asking where they could buy it.”
Mayor Turley said there was also a visit by Drag Queen personalities Philmah Bocks and Art Simone.
“A very prominent travel journalist said it was the best pop-up he had seen.
“There were some big industry players at this event.
“We are really getting the response we expect from this campaign; it was very professional and the Destination NSW team worked closely with those in the industry.
“The imagery is superb and showcases that we have an outback like no other; so come and visit us.
“The video is going to be screened in cinemas, which was unexpected.”
The campaign will be launched in Broken Hill on Tuesday.