Self-promo ads a first for Sydney

SYDNEY The NSW Government has launched a A$4 million (US$2.8 million) image and advertising campaign for the city of Sydney, called 'There's no place in the world like Sydney'. The first dedicated marketing campaign for the city, a television ad features 24 hours in the life of Sydney, showcasing its waterways, beaches, cultural icons and its people. The ad will run in other states, regional NSW and in New Zealand. Street banners, print, cinema and online advertising will also run until September. A spokesperson for Tourism NSW said it was predominantly a consumer tourism campaign, but is expected to be used by state bodies focused on the MICE sector, such as the Sydney Convention and Visitors Bureau, which will use the marketing collateral in new business pitches. It is hoped others will follow suit. "We hope the new identity and image for Sydney will be taken up by state and regional development working to bring business here," said the spokesperson. Tourism is worth about A$23 billion to the state economy. NSW minister for tourism, sport and recreation Sandra Nori said the Government was building on the legacy of the Sydney 2000 Olympics and the Rugby World Cup last year. International passenger numbers increased in January, February and March compared to the same time last year.