Sydney Surrounds North

PROJECT: International Tourism Campaign
CLIENT: Port Stephens Tourism

BRIEF:

Engineroom Design started working with Port Stephens Tourism through winning a competitive pitch against various local agencies. Port Stephens Tourism is an amalgamation of various organisations including Newcastle Airport, Port Stephens Council and Newcastle City Council all support by Destination NSW.

The brief was to develop a tactical campaign encouraging international visitors from countRies such as China, South East Asia and New Zealand to visit the region when travelling to Sydney. The campaign was called Sydney Surrounds North.



OUTCOME:

A 12-page full colour brochure and website landing page was produced.

The brochure featured six regional itineraries covering what each of the regions are known for. Newcastle featured its many beaches and coastal experiences, food and wine, history, arts and culture. Hunter Valley featured its food and wine, gardens and airborne activities. Central Coast featured its nature and wildlife experiences. While Port Stephens featured its abundance of water activities, nature experiences, beaches and coastal experiences. The itineraries covered experiences as well as food and accommodation options for each of the regions. The brochures were also translated into Simplified Mandarin and Japanese.

A website landing page was also designed and was reflective of the brochure. The landing page featured pop ups for each of the regions detailing their distance from Sydney and the top FIVE things to do in each of the four regions. The six itineraries were also featured on the landing page. The website was available in English as well as Simplified Chinese and Japanese. To view the site visit: www.sydneysurroundsnorth.net.au



TRANSLATIONS:

We were responsible for sourcing suitable targeted advertising options that worked within the budget frame, for continuation of the ONE year period. The result was an outside of the box plan, that yielded strong results from an often difficult to convert demographic, who are normally reached through too expensive and more traditional forms of advertising.



Japanese

Chinese