The South Coast Regional Tourism Organisation is the winner of the NSW Tourism Award for destination marketing.
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The recognition is for a groundbreaking campaign that is contributing to record increases in domestic visitor numbers and over one million leads to business.
The “Unspoilt” campaign is delivering the strongest growth in the region’s tourism sector since the introduction of the National Visitors Survey in 1999.
The win is significant because the category is one of the most hotly contested at the annual state awards.
The South Coast held of stiff competition from Broken Hill, Wild About Whales and National Parks and Wildlife Service (Sydney).
The campaign was developed and delivered in partnership with Destination NSW which provided half the funding.
South Coast RTO chair Catherine Shields said the joint approach provided a big impact.
“The ‘Unspoilt’ campaign is a breakthrough collaborative marketing campaign which saw the five local government areas on the South Coast..Shellharbour, Kiama, Shoalhaven, Eurobodalla and Sapphire Coast/ Bega Valley, pool their resources to brand and promote the region as a whole,” Ms Shields said.
It featured people enjoying outdoor activities in unspoilt landscapes. And resonated with busy couples and families in Sydney and Canberra longing for a break in beautiful surroundings.