The prolonged drought and unprecedented bushfires in Australia had a devastating impact on thousands of tourism operators in our beautiful state, with many people cancelling their travel plans. Destination NSW needed to respond with a recovery campaign to drive visits to regional areas and show off the many spectacular sights and experiences still welcoming visitors.
We developed a campaign platform ‘Now’s the time to Love NSW’ to remind Australians of everything there is to love about the state.
It started as a social movement, encouraging people to share their love for NSW using their hands in the shape of a love heart. A landing page with an itinerary builder also showcased which areas were open for business and needed some love. The campaign then ran in digital, OOH and press to amplify the movement.