Come on get 'Jhappi'
The NSW Government’s Jhappi Time tourism marketing campaign to bring more Indians to the state has been hailed as a great success.
Deputy Premier and Minister for Tourism and Major Events Troy Grant and Minister for Citizenship and Communities Victor Dominello said Jhappi Time, which translates to ‘Hug Time’ in Hindi, was an important initiative to target this key tourism market, which is worth an estimated $182 million to the NSW economy.
“The latest ABS data shows arrivals from India to NSW increased by 21.2 per cent for year-end August 2014, and the hugely successful Jhappi Time campaign no doubt contributed to this result,” Grant said.
“The Indian travel industry has also recognised the enormous potential of the campaign, with seven key travel trade partners promoting and selling travel packages and airfare offers to the Indian market.”
Currently, the industry partners in India have sold travel packages to NSW worth more than $3 million to the state, and with the success of the campaign, the decision has been made to showcase some of the footage at the Australian Film Festival of India this month.
“We are delighted that the already successful Jhappi Time campaign will be shown in the foyers and cinemas where Australian films, documentaries and television will be shown as part of the AFFI,” Grant said.
Dominello also praised the campaign’s success, calling India a “key marker for NSW”.
“AFFI movies will be shown in cities across India, including Delhi, Mumbai, Goa, Chennai, Bangalore, and Jaipur, which means more Indian people across the country will be exposed to the beautiful sights and sounds of Sydney and regional NSW,” he said.
“NSW is proudly home to a large and vibrant Indian community and today we have over 100,000 Indian-born residents. Jhappi Time really taps into that sentiment and is yet another NSW Government initiative engaging audiences in different ways to showcase our State.”
The campaign videos tell the story of four Indian families enjoying time with friends and family on holiday in Sydney and throughout NSW, with more than three million views online recorded since it began.
The AFFI, which runs from November until late in 2015 in partnership with other major film festivals in India, is supported by the NSW Government.
Email the Travel Weekly team at traveldesk@travelweekly.com.au
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