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Wednesday, 28 January, 2015, 17 : 15 PM [IST]

Destination NSW to target honeymooners in next consumer campaign in India

Gets Singapore Airlines to partner for 2nd phase of the successful ‘Jhappi Time’ campaign
Destination New South Wales (DNSW) will kick off the second phase of its highly successful online campaign, ‘Jhappi Time’, with a TVC, which will be showcased from the second week of February 2015. DNSW has secured its first airline campaign partner, Singapore Airlines for the TVC campaign, which will offer travellers special fares to travel to Sydney and New South Wales from February to November 2015. The announcement of the new campaign and the partner airline was made by Mike Baird (MP), Premier of New South Wales, at a function in Mumbai recently, to a gathering of high-profile travel trade officials.

Baird, who was on his first visit to India as part of the 450-strong business delegation from Australia participating in the Vibrant Gujarat Summit, said that the online marketing campaign launched in India early last year has been highly successful and helped contribute in a big way to the 21 per cent increase in Indian visitor arrivals to NSW, for the year ending August 2014.

“More than 86,500 visitors from India arrived in NSW in the year ending September 2014. Those who travelled on ‘Jhappi Time’ packages added AUD 6.3 million in visitor expenditure to the NSW economy. Sydney is the number-one Australian destination for Indian visitors and tourism from India is currently worth an estimated AUD 192 million to the NSW economy,” stated Baird. He added that this second phase of the campaign will assist the NSW government to double visitor arrivals from India in the next five years. “We will target the Honeymoon segment for the next campaign in India,” informed Baird.

The TVC campaign of ‘Jhappi Time’ will also be shown at the Australian Film Festival of India (AFFI) and will feature in the film ‘UNIndian’, starring Australian cricket legend, Brett Lee and Indian actress, Tannishtha Chatterjee. The film, directed by Anupam Sharma, who lives in Sydney and who has also directed ‘Jhappi Time’, is a romantic comedy exploring the life of Indian expatriates and the complexities of wooing a partner from a different culture. It has been filmed extensively in Sydney and NSW, and will showcase the city and the state as a premium tourism destination. The movie will be released later this year.

Baird said that the success of ‘Jhappi Time’ campaign has resulted in more people asking travel agents for details about the showcased regional locations, including the Blue Mountains, Port Stephens, and the Hunter Valley. He billed the Indian travel trade as important partners for promoting the destination and said that he looked forward to welcoming the Indian travel trade delegation taking part in ‘Focus on India’ event and a mega FAM tour of Sydney from February 8-13, 2015. A delegation of 30 agents and tour operators from across India will participate in the event, which will have a one-day B2B workshop and interaction with local suppliers and pre-event FAM tour. Air India Ltd. is the airline partner for the event organised by DNSW. This is the second edition of ‘Focus on India’.

“We’ll take the delegation around the state to show them the natural beauty of regional NSW so they can share details of their personal experiences with their clients back home. Indians love cricket, so they’ll also have the opportunity to attend a World Cup warm-up match at the Sydney Cricket Ground as we showcase Sydney as Australia’s home of major events. We are continuing to assist the Indian travel trade to experience all that NSW has to offer first hand, to ensure they are familiar with the products they’re selling, and promote the destination even better,” stated Baird.
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