Guy Sebastian joins The Long Road web series to reboot NSW’s visitor economy in latest episode via Havas Sports & Entertainment and Emotive


Multi-platinum selling singer-songwriter Guy Sebastian joins a swag of top Australian music talent using their star power to help reboot the recovery of the New South Wales visitor economy. The new digital video in The Long Road web series, developed by Havas Sports & Entertainment and Emotive, explores the majestic Grand Pacific Drive on the state’s South Coast.


The epic road trip stretches 140 kilometres from Sydney’s Royal National Park to Kiama and the Shoalhaven, with Sebastian encountering everything from meerkats, cuddly koalas and boujee golf games to awe-inspiring helicopter rides.

Created as part of a multi-episode series for YouTube to provide New South Wales road trip inspiration to the nation, The Long Road series is a collaboration between Destination NSW, the NSW Government’s tourism and major events agency, Havas Sports & Entertainment (in partnership with Havas Media Group), and creative agency Emotive.

Host Ash London travels with musical guests including Baden Donegal from Ocean Alley, Amy Shark, Connie Mitchell from Sneaky Sound System, Troy Cassar-Daley, and Polish Club on different signature driving routes throughout NSW via the likes of Kosciuszko Alpine Way, Darling River Run, Greater Blue Mountains Drive, Rainforest Way, and the Mighty Murray Drive, unearthing the community spirit, unique experiences, distinctive characters and landscapes that make up regional NSW.

Sebastian described the area as close to his heart: “I am really looking forward to bringing my love for the South Coast of NSW to life onscreen.

“The South Coast region of NSW has become a little haven for Jules, the boys and me to jump to whenever there is a spare moment in our diaries. I am so happy to partner with Destination NSW for The Long Road and share some of these treasured escapes. Over the years we have discovered so many incredible places, people and culture, and as our love grows, we are always discovering new gems along the way. I can’t wait to show off this incredible part of the country.”

NSW Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said the series has been performing extremely well: “The Long Road has exceeded more than 750,000 views across YouTube and IGTV since launching in November – NSW is full of incredible destinations, experiences and locals and it’s great to see that audiences really do have an appetite to explore these through the eyes of Aussie artists including Guy Sebastian, and hopefully follow in their footsteps with their own NSW escape.”

Destination NSW CEO Steve Cox said the road trips marketing program was important to promote all corners of NSW to prospective visitors: “The Long Road is a fantastic series and one of many initiatives that are key to growing the NSW visitor economy and delivering on our NSW Visitor Economy Strategy 2030.”

Says Francis Coady, general manager/executive producer, Havas Sport & Entertainment Australia: “At Havas Media we believe it is so important creating work with meaning that supports social and economic impact and The Long Road fully encapsulated this philosophy. It has been a privilege to work with some of the finest entertainment talent in the country, a trusting and adventurous client and a hardworking and passionate crew to showcase the varied beauty of NSW. We know these meaningful stories will encourage people to travel again and we are thrilled to be able to support small businesses across the state, who have been so affected these past few years.”

Destination NSW – lead Government agency for the State’s tourism and major events industry
General Manager, Consumer Marketing: Shane McClelland
Director, Marketing: Sonia McIvor
Associate Director Regional Marketing: Rebecca Durr
Marketing Campaign Manager: Cori McLeod, Aimee Bannister
Director Digital Marketing Services: Nathan Ting
Digital Marketing: Jenny Gerada (Content) / Oliver Black (UX Design) / Nina Malmstrom (Development) / David Hernandez (Performance)

Havas Media Group ANZ – communications strategy, media planning & buying, data analytics, performance marketing
Head of Communications Strategy: Nick Kavanagh
Group Business Director: Catherine Edghill
Data and Analytics Director: Dan Taylor
Senior Account Manager: Luisa Dalli

Havas Sports & Entertainment – The Long Road content ideation & production management
Series creator / Executive Producer: Francis Coady
Production Co-ordinator / AE: Madeline Symonds
Music Supervision: Francis Coady
Music clearance: Belinda Yates

Emotive – creative agency
Creative Director: Tim Seller, Rory Pearson
Copywriter: Dan Mansour
Art Director: Alex King
Business Director: Monika Vidovic
Executive Producer (Production): Hayley-Ritz Pelling
Senior Producers: Gemma Atkinson, Michael Hollis
Line Producer: Kimber Sykes
Location Managers: Kassie McDonald, Rose Vallentine, Faiza Hadi
Director: Tim Seller
DP: Rupert Critchley
Drone: Mitchel Loveday
Photography: Rocket Weijers Uren
COVID Marshall: Sam Brown
Sound Recordist: Patrick Mullins
Hair & Make-Up Artist: Carla Mico
Wardrobe: Lauren Boutros
Editor: Tim Seller, Kent Hau, Spencer Austad, Ben Kucharski
Colourist: Matt Fezz
Sound Post Production: Rumble Studios