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Tourism campaign launch

Thursday, 5th March, 2020

(From left) Destination Country and Outback NSW chair Clyde Thomson, Central Darling Shire’s Margot Muscat and General Manager Greg Hill, Destination Country and Outback NSW General Manager Lucy White and Destination NSW General Manager Jan Hutton at the launch. PICTURE: Emily McInerney (From left) Destination Country and Outback NSW chair Clyde Thomson, Central Darling Shire’s Margot Muscat and General Manager Greg Hill, Destination Country and Outback NSW General Manager Lucy White and Destination NSW General Manager Jan Hutton at the launch. PICTURE: Emily McInerney

By Emily McInerney

The Destination NSW team was in the city this week to launch the ‘It’s Out There’ campaign about Broken Hill and the Central Darling Shire.

They met with industry operators, Broken Hill City Council and Central Darling Shire Council members to show the development of the campaign.

General Manager of Destination NSW Jan Hutton said they had data that showed a decline in travel to the region, and it helped them understand the challenges they needed to overcome.

“It helped us develop our priority target audience and differentiate the region for a creative concept,” she said.

“There was a high level of awareness but the intent to travel to the region had declined.

“We wanted to increase the intent and awareness.”

Ms Hutton said it was also about linking in the tourism operators to work as one.

“We wanted to highlight the existing assets Broken Hill and Central Darling Shire have.

“The most important demand for visitors is to have a beautiful and natural experience as well as unique art, culture, history and the aboriginal cultural experience.

“Those things drive tourism and will drive visitation.

“This area offers a different outback experience.”

Ms Hutton said the team was very proud of the launch and the marketing campaign they had developed.

“It has gone incredibly well. The conversations we are reading on social media have been very supportive.

“We are reaching our target market.”

The campaign was achieved through a collaboration with Broken Hill City Council, Central Darling Shire and Destination NSW.

“The success is based on the collaboration and the fact it is going to be so well adopted,” Ms Hutton said.

The marketing campaign will run until August, but Destination NSW have a three-year strategic plan to keep it “fresh and innovative”.

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