NSW Tourism Association – Celebrating industry excellence
Client:
NSW Tourism Association
Zadro was proud to support NSW Tourism Association for their first hosting of the NSW Tourism Awards 2024.
OBJECTIVES
- To create a modern and brighter brand that reflected the essence of NSW’s vibrant visitor economy
- To raise awareness of the diversity and quality of experiences across NSW
- To promote the awards program now being hosted by NSW Tourism Association
- To create marketing kits for finalists, judges and winners to promote the awards
- To profile and promote the finalists and winners
- To create a campaign format that can be replicated year-on-year
STRATEGY
- Zadro hosted a strategic session with the NSW Tourism Association to determine the goals and primary objectives of the awards program
- Zadro developed a brand concept for the awards program that complemented and reflected the association’s branding whilst also standing strong on its own
- Zadro developed Canva templates to allow for easy use of the assets and for adaptions to be made as needed (e.g. adding images / adding logos)
- A timeline was developed for the PR campaign including a media release promoting the finalists and inviting media to attend as well as a media release announcing the winners immediately following the event
- The media list developed included a large range of national and NSW-based media covering all the categories and local areas
- Invitations were issues to key media personnel to attend the event
- Zadro liaised with key media to provide required information under embargo to secure coverage immediately following the event
RESULTS
- 108 pieces of coverage were secured across newspapers, online publications, radio and television from both media releases (finalists announced and winners)
- The estimated audience impressions for the PR coverage is 41.9 million
- The media coverage received 410 engagements, showing high interest in the story
- A range of marketing materials were created to support the marketing which can be easily repurposed for following years
- Strong relationships were built with media and will be leveraged to secure on-going coverage for NSW Tourism Association members
- A brand story that strongly aligns with the Association’s goals and speaks to the heart of what the awards are about
“The Zadro team were so great to deal with – always professional, proactive and a delight to work alongside. We achieved great things in partnership with Zadro’s expertise from creating a new brand, delivering that brand wholeheartedly through our Gala event and generating an impressive volume of media coverage. They have gone above and beyond to ensure we had a strong brand and media presence, and they really felt like part of the team!
“
Sarah Kerrsmith, Program Manager, NSW Tourism Awards