More than 200 travel and lifestyle media have the opportunity to get a taste of Broken Hill in Sydney today with a replica pop-up of the outback town’s famous Bells Milk Bar to support a new marketing campaign for the region, ‘It’s Out There’.
The nation’s oldest continuously-running milk bar has been brought to life at the International Media Marketplace (IMM) – Australia’s largest travel and lifestyle media summit taking place at the International Convention Centre in Sydney.
The pop-up supports the launch of a new marketing campaign developed by the NSW government’s tourism and major events agency, Destination NSW, in collaboration with Broken Hill City Council and Central Darling Shire.
NSW Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said the campaign is designed to drive visitation to the region and encourage longer stays.
“Many people have heard of Broken Hill, but what they don’t realise is how many incredible, quirky and diverse experiences this region has to offer,” he said.
“This marketing campaign will showcase Broken Hill and the Central Darling region as a ‘different kind of outback’ – one that is full of spirit, history, diversity and character to explore and uncover.”
In addition to its “striking” landscapes, Ayres said the region has “a strong community of incredible artists, a vibrant drag culture and a unique Aboriginal cultural heritage”.
“The NSW government recognises the importance of supporting communities in rural and regional NSW – particularly those that have been affected by drought or bushfires – and one of the best ways we can do that is by motivating people to book a trip to regional NSW, where they stay and spend locally,” he said.
It’s Out There targets couples aged 45 to 60 years and is designed to increase their intention to visit Broken Hill and the Central Darling region as a short- or longer-break holiday destination.
The campaign includes a new suite of images and video assets that will feature across digital advertising, social media platforms, print editorial partnerships, and public relations activity through to the end of August.
The pop-up replica at IMM today has been initiated by Destination NSW and is an opportunity for Broken Hill and Central Darling Shire to educate media on the unique experiences that the region has to offer.
Broken Hill City Council Mayor Darriea Turley said: “Broken Hill City Council has been very keen to get out there and pursue strategic marketing, and this campaign will show the world that we can provide a unique and genuine outback experience in the Far West.
“I believe we offer a level of authenticity that is unmatched in the tourism market and our product is showcased perfectly in this campaign.
“This project represents months of hard work between Destination NSW and our respective councils, and we’re all very excited for it to hit the market and drive tourism to our region.”
Central Darling Shire Council administrator Bob Stewart said: “This marketing campaign reveals the landscape and cultural features that our shire has to offer, with the opportunities to learn about Indigenous culture, early European history and explore the vast area in which we live, work and play.
“I encourage anyone who has never been here before [to] come and see it for yourself. You will be surprised and enchanted.”