NSW Tourism Awards – Public Relations
Client:
NSW Tourism Awards
Zadro began working with NSW Tourism Association in 2024 for their inaugural NSW Tourism Awards supporting with the brand development, marketing and public relations. In 2025, Zadro managed media engagement and coverage for the program.
These awards are a prime opportunity to recognise the passion, commitment and resilience of tourism operators around the state of NSW. As part of this campaign, we have the opportunity to amplify the work of tourism operators by sharing their stories and promoting their achievements.
OBJECTIVES
- To increase awareness of the awards program and its legacy
- To profile and promote the finalists and winners of the awards
- To engage regional media in covering the awards program and spotlighting operators in their area
- To educate the industry on the professional development opportunities within the awards process
- To continue building on the credibility of the awards program
STRATEGY
- Zadro designed the sponsorship prospectus to attract partners for the program
- Zadro created segmented media lists to ensure each pitch could be tailored based on interest area
- VIP tourism media were identified to receive personal invites to attend the awards night
- Two media releases were drafted and distributed – one for the finalist and one for the winners
- Contra partnerships with media were organised to enhance and further coverage of the awards
- The winner’s media release was pitched under strict embargo ahead of the awards night to support with coverage
RESULTS
- 231 total clippings secured (188 for winner release and 43 for finalist release)
- Estimated total reach during campaign period is 56.5 million
- 235% increase in coverage for the winners compared to 2024
- 159% increase in coverage for the finalists compared to 2024
- High impact outlets secured including Australian Traveller, 9 Honey Travel, broad coverage in ‘Australian Community Media’ news outlets, The Senior, Travel Weekly and Urban List
“Zadro’s integrated approach has been instrumental in strengthening the profile of the NSW Tourism Awards. The 2025 PR results exceeded those achieved in 2024, reflecting the strength of their targeting and strategy, clarity of the messaging developed and ability to generate meaningful media coverage across the state.
Their passion for shared outcomes is evident, and we always feel supported throughout the whole process. Zadro collaborate with the wider awards team and are committed to quality outcomes – we value them as a partner.”
Natalie Godward, CEO, NSW Tourism Association