Sydney (TAN): The tourism minister of Australia’s New South Wales state, Stuart Ayres, recently announced the start of a campaign to promote the Orange region and get visitors interested to stay longer.
“The Extend the weekend campaign aims to drive awareness of the Orange region and stimulate demand for overnight visits and increased lengths of stay, by encouraging under-35-year-olds to visit during the winter and spring months,” Ayres said.
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Stating that Orange is home to stunning tree-lined streets, heritage houses, small bars and cellar doors, unique music venues, mountain bike trails, boutique shopping and farmers markets, the minister said: “Its history and natural beauty, combined with local offerings like hiking trails, boutique shopping and cultural experiences, makes Orange an ideal long weekend destination for a wide range of travellers.”
In the year ending December 2018, Orange received 1.1 million domestic overnight and day trip visitors.
“We have been working very closely with local industry representatives to ensure this campaign explores the essence of the local offering in Orange and showcases a range of experiences that may not fit the usual expectations of the town,” Ayres said, adding that AUD 262,000 would be spent on the campaign.
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The campaign leverages the existing Orange360 brand – an industry-led initiative supported by Orange City, Cabonne and Blayney Shire Councils. The brand is inspired by the region’s diversity of attractions, seasonal colours and year-round appeal, a NSW government statement said.
The campaign includes digital advertising, social media advertising and a content partnership.
