• small text
  • big text

Crave Sydney

Visitors to taste the sweet life in Sydney

Tourism NSW ran a major marketing campaign from August to October 2009 to promote travel to Sydney for the Crave Sydney festival. Crave Sydney celebrated 31 days of food, outdoor art and fun in October. The campaign featured the line Taste the sweet life.

Tourism NSW promoted Crave Sydney in Melbourne, Brisbane, Regional NSW, Canberra, New Zealand and Singapore and also engaged in an extensive domestic and international public relations program to support the campaign.

Highlights of the campaign included:

  • Features in Vogue Entertaining + Travel, Delicious, Weekend Australian Magazine, Canberra Times. 
  • Features including a reader promotion and print advertising in Sunday Magazine and Q-Weekend. 
  • Print advertising in Melbourne Herald Sun and Brisbane Courier Mail, Weekend Australian, and Canberra Times (Relax).
  • Consumer Promotions including Taste the Suite Life in Sydney, Crave Sydney Pulse Rewards Campaign and Sydney Chef for a Day Competition.
  • Travel Trade advertising in Travel Weekly and Travel Daily. 
  • Digital advertising on the Courier Mail, Herald Sun, The Australian, Twitter, Taste.com.au and google.com.au 
  • New campaign content on Sydney.com
  • Extensive publicity including domestic and international media visits 
  • Search engine marketing.

   Crave brand advert        Crave advertising in Sunday Magazine and Q-Weekend        Crave promotion in Sunday Magazine and Q-Weekend
   PDF file, 227kb                  PDF file, 282kb                  PDF file, 385kb

      

Partners

Tourism NSW greatly appreciated the support of its partners in the Crave Sydney campaign.

Crave Sydney Campaign Extension Programs

A range of associated promotions were developed in partnership with the Sydney tourism industry and corporate sector:

Taste the Suite Life in Sydney

Taste the Suite Life in Sydney invited consumers to book two nights in a Sydney premium hotel and enjoy a complimentary upgrade to a luxury suite plus a ‘sweet treat’ on arrival. The promotion featured in digital advertising across news.com sites and on a magnetic collateral piece inserted into Delicious and Vogue Entertaining + Travel magazines and distributed across Village and Greater Union Cinemas. 

Julie & Julia Sony Pictures Partnership

Julie & Julia PosterIn partnership with Sony Pictures, Crave Sydney was promoted with the film, Julie & Julia, starring Meryl Streep, which premiered in October. The film is about the life of chef Julia Child.

Sony Pictures organised sample give-aways across the Village and Greater Union Cinema network in Sydney, Melbourne, Perth, Adelaide and Brisbane. Over 7,500 cinema goers nationally received a magnetic Crave Sydney collateral piece and a Ferrero chocolate box.

Tourism NSW also partnered with Sony Pictures on two consumer promotions, one appearing in the Herald Sun in Victoria and another with Sky TV in New Zealand.

Crave Sydney Pulse Promotion

Crave advertisingA promotion was developed in partnership with Pulse Rewards and the retail network, Brazin, which features retail brands Bras N Things, Sanity, HMV, Dusk and Virgin Music.

Pulse Rewards is the loyalty programme for the participating retailers and boasts 1.2 million members nationally.

Tourism NSW developed and implemented the Crave Sydney Pulse Member Promotion, offering members the opportunity to ‘Take a guest for Free’ to over 70 Sydney hotels, restaurants, attractions, events and spas. In addition, Pulse Members can enter the draw to win one of two ‘Crave Sydney Escapes for Two’.

Pulse Rewards supported the promotion with point-of-sale material across the 527 retail stores nationally, and via their e-marketing database of 330,000 members. 

Ultimate Crave Sydney Escape featuring Sydney Chef for the Day Competition

In partnership with News Limited, the competition, advertised in Q-Weekend on 29 August and Sunday Magazine (Victoria) on 30 August, invited readers to enter a competition to win one of two ‘Ultimate Crave Sydney Escapes for Two’.
.
The prize included:

  • return economy flights to Sydney
  • three nights accommodation at the InterContinental Sydney
  • tickets to the Discovery Climb experience with BridgeClimb Sydney
  • tickets to Breakfast on the Bridge and the Perfect Picnic on Sydney Harbour, plus 
  • the opportunity to join Restaurateur Justin North, on an exclusive Sydney Chef for a Day experience.

Sydney marketing campaigns

Tourism NSW implements Sydney marketing campaigns throughout the year to raise awareness about the destination, products and precincts as well as offering tactical promotional and publicity opportunities for corporate and industry partners.

Key markets for Sydney are people living in Melbourne and Brisbane as well as regional NSW, ACT and Adelaide.

The campaigns promote Sydney through a variety of media including:

  • TV advertising
  • Print advertising – brand, branded tactical and advertorial in newspapers and magazines
  • Publicity – pitching story ideas to short- and long-lead publications
  • Online advertising and the escapes e-newsletter
  • Search engine marketing
  • Events promotion.