NSW’s new ‘Make Some Our Time’ campaign to be rolled out over next 4 weeks in Westfield centres

Now there’s no excuse not to head out of the city and make tracks to the country, coast, mountains or the outback for a holiday, with NSW premier Barry O’Farrell and minister for tourism and major events George Souris announcing today (18 July) that $1 million in regional accommodation vouchers are up for grabs for Sydneysiders.

The accommodation promotion underpins the unique tourism campaign rolling out across the state, Destination NSW’s ‘Make Some Our Time’ campaign, which kicks off officially on 18 July and will run for four weeks until 12 August in eight Westfield centres across NSW.

In an Australian tourism first, the campaign will also use augmented reality technology which will enable shoppers to ‘interact’ with NSW native wildlife and inspire them to go and see the real thing.

Says O’Farrell: “NSW features the most diverse regional areas of any state in Australia; panoramic outback settings, magnificent World Heritage-listed rainforests, stunning beaches, a winter wonderland in the Snowy Mountains and exceptional wine regions. We want more people to take advantage of all of this.”

Souris noted, when launching the Destination NSW’s ‘Make Some Our Time’ campaign today in Sydney, that it will be the largest campaign of its type to be seen in NSW and is set to drive tourism into every regional and rural corner of the state.

Says Souris: “Time-poor Sydneysiders are the biggest takers of short breaks – this innovative promotion will help them take advantage of the millions of destinations NSW has for the perfect break. We all know we are meant to recharge our batteries every now and again, and we always remember how good we felt when we did. This campaign makes it easy for people to do this.”

Destination NSW CEO Sandra Chipchase agreed that this was the biggest and most innovative, integrated campaign ever to drive visitation to NSW’s regional areas, tackling head-on the issue of the perceived cost of accommodation being a barrier when people are considering a short break.

During the four-week campaign period, Destination NSW will give away $1 million in accommodation vouchers in eight Westfield centres in NSW (Bondi Junction, Parramatta, Miranda, Chatswood, Penrith, Eastgardens, Burwood and Sydney). For shoppers who spend $30 in any participating retailer in-centre, they will receive a scratch card that could see them win $200 off any regional accommodation booking over $400.

Robert Jordan, Westfield group managing director, Australia, USA and NZ said with so many Sydneysiders visiting a Westfield each day, it was a perfect match to give something back to shoppers and encourage them to visit regional NSW.

Says Jordan: “Everyone deserves a break and it’s wonderful that we can offer our shoppers the chance to visit one of the many beautiful regional areas in NSW.”

To redeem their voucher consumers will just need to log onto Visit NSW and pick from one of the approximately 650 accommodation providers across NSW covering the Blue Mountains, South and North Coasts, Country NSW, Outback NSW, Hunter, Lord Howe Island and Snowy Mountains.

The ground-breaking augmented reality activation will be showcased at Westfield Bondi Junction, Parramatta, Miranda and Chatswood, giving shoppers the chance to spend time getting to know the ‘locals’ including pelicans, dolphins, whales and kangaroos.

The campaign will run from 18 July to 12 August with travel available up until 30 November 2012.

The augmented reality activation is at Westfield Bondi Junction, Parramatta, Miranda and Chatswood from Thursday through Sunday starting on Thursday 19 July, and running each week for four weeks.

Augmented reality activation schedule (times differ at each centre):

Week 1: Thursday, 19 July to Sunday, 22 July

Week 2: Thursday, 26 July to Sunday, 29 July

Week 3: Thursday, 2 August to Sunday, 5 August

Week 4: Thursday, 9 August to Sunday, 12 August

Click for more information  or head to the Visit NSW Facebook page