Destination NSW promotes travel to the outback.
The campaign aims to build awareness and raise the profile of travel destinations in Outback NSW. This newspaper ad achieves this by utilising the Strategic Role of Re-appraisal, presenting consumers with a side of the Broken Hill that they may not have pictured.
The campaigns targets markets in Sydney, regional NSW and the ACT, south east Queensland and regional Victoria.
Check out our Creative Benchmarking research into the Travel & Tourism category, which shows how consumers engage with and act on newspaper advertising.