Destination NSW powers up EV-friendly road-tripping in new ‘Recharge Here’ campaign
Destination NSW has launched a new marketing campaign ‘Recharge Here’, that promotes electric vehicle-friendly road tripping across the state.
The campaign includes nine EV-friendly road trips in Greater Sydney and regional NSW. The itineraries feature the locations of EV charging stations along the routes so drivers can enjoy their journey without range anxiety.
Developed as an extension of Destination NSW’s Feel New brand, ‘Recharge Here’ supports the sustainable growth of regional visitor economies.
Highlighting NSW’s stunning natural beauty and vibrant cultural experiences, the campaign aims to educate EV owners and those considering purchasing one about the volume of EV chargers available throughout NSW, while also inspiring drivers to ‘recharge themselves’ on a road trip.
The itineraries are featured on Destination NSW’s consumer-facing website VisitNSW.com and take drivers to beaches, mountain ranges, national parks and regional towns.
The nine EV-friendly road trips are:
- Central Coast and Hunter Valley – a U-shaped 257km trip from Newcastle to Maitland
- Grand Pacific Drive – a 200km journey along the coastline from Sydney to Jervis Bay
- Greater Blue Mountains Drive – a 283km round trip from Sydney to the Blue Mountains
- Southern Highlands to the South Coast – a 210km journey through the highlands and coast
- Kosciuszko Alpine Way – a 171km drive through the Snowy Mountains
- Southern Tablelands – a 100km trip taking in Goulburn and surrounds
- Classic Country – a 422km drive through the Southern and Riverina Murray tourism regions
- Legendary Pacific Coast – an 819km, multi-day journey along the Pacific Highway
- Sydney to Melbourne Coastal Drive – a 406km trip through Australia’s southeastern corner
Each road trip has its own webpage, which breaks the itinerary into stages and shows the EV charging options along the route, alongside visitor experience recommendations.
Advertising is live in-market and will continue through to March 2025. Channels include outdoor advertising, digital audio, press and social media, with the campaign targeting NSW residents who own or are considering purchasing an EV.
The NSW Government is investing $199 million to support the installation of thousands of publicly available EV charge ports across NSW. This includes ultra-fast charging stations, destination and kerbside chargers.
Funding has been awarded for more than 3000 charge ports at more than 1100 sites, with many more to come. These chargers give EV drivers confidence to travel to regional areas and give people living in the regions the freedom to choose an EV as their next vehicle.
The EV Council awarded NSW 10/10 for the rollout of public charging infrastructure in its 2024 State of EVs report.
Minister for Roads and Tourism John Graham says: “NSW offers world class road trips along magnificent coastlines, beautiful countryside and stunning alpine ranges. These new EV chargers will mean all drivers can enjoy these epic journeys.
“The installation of EV chargers across regional NSW ensures our regional visitor economies can attract the growing number of EV drivers.”
Minister for Climate Change and Energy Penny Sharpe says: “We are committed to making the state a leader in electric vehicle adoption and sustainable tourism.
“Driving electric is not only better for the environment, but it’s also the most budget-friendly way to hit the road. Lower running costs means EVs offer significant savings for drivers.”
Marketing EV-friendly road trips aligns with a recommendation in the NSW Visitor Economy Strategy review to position NSW as a leader in sustainable tourism through initiatives such as the development and promotion of EV experiences.
The ‘Recharge Here’ campaign has been implemented in partnership with the NSW Department of Climate Change, Energy, the Environment and Water.
Click here to view the nine EV road trip routes on VisitNSW.com