NSW LAUNCHES NEW VFR MARKETING CAMPAIGN
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With a predicted 50 million outbound travellers by 2020, India is one of the world’s fastest growing travel markets and the target of an innovative new digital marketing campaign by Destination New South Wales (NSW) that showcases the best of Sydney and NSW to Indian visitors. The landmark campaign, called ‘Jhappi Time’ or ‘hug time’, is the first campaign developed and executed by any Australian tourism body, to specifically target the visiting friends and relatives (VFR) market, in India.
The campaign features four ‘Bollywood-style’ vignettes directed by Bollywood director and Head of Films and TV for the Australian India Film Fund, Anupam Sharma, set in various popular tourist locations around NSW including Sydney, Manly Beach and the Blue Mountains. A cast of local Indian dancers, actors and musicians feature in the campaign.
Speaking on the occasion, Sandra Chipchase, CEO, Destination NSW, described the campaign as a creative and industry first that will ensure Indian travellers will have NSW front of mind when they plan their Australian holiday. “Destination NSW has worked with leading Bollywood film director and Australian filmmaker, Anupam Sharma, to create a fun, completely unique and culturally authentic campaign that will appeal directly to Indian travellers’ love of family, fun and good times. More than one third of Indian visitors come to New South Wales to spend time with their loved ones, so we are tapping into the enormous potential of the VFR market segment in NSW,” he explained.
In launching the campaign, NSW Premier Barry O’Farrell said the campaign aims to build on the State’s reputation as the key destination for Indian travellers to Australia. “Sydney is the number one Australian destination for Indian travellers, with Regional NSW growing in popularity among tourists from India. India is one of the State’s most important tourism, trade and business investment markets, and ‘Jhappi Time’ will enhance tourism from India, which is currently worth an estimated $183 million a year to the NSW economy,” he said.