The success of an online tourism campaign showcasing Sydney and the Australian State of New South Wales (NSW) will be expanded onto television screens across India to encourage more people to experience the beauty of NSW for themselves.
The Premier of NSW Mike Baird, MP, Minister for Infrastructure, Minister for Western Sydney, made the announcement at an event attended by travel trade officials in Mumbai during his official visit to India.
Mike Baird said, “The Jhappi Time online marketing campaign, created by the NSW Government’s major events agency Destination NSW, started in India early last year and helped contribute to a 21% increase in Indian visitor arrivals to NSW for the year ending August 2014. More than 86,500 visitors from India arrived in NSW in the year ending September 2014. Those who travelled on Jhappi Time packages added $6.3 million in visitor expenditure to the NSW economy.
“Sydney is the number one Australian destination for Indian visitors and tourism from India is currently worth an estimated $192 million to the NSW economy. Jhappi Time ads will now hit Indian television screens across the country, offering Indian travellers special airfares to travel to Sydney and NSW with Singapore Airlines from February to November 2015. The second phase of the marketing campaign will assist the NSW Government in reaching its goal of doubling overnight visitor expenditure by 2020,” added Baird.
The delegation will take part in Focus on India, a familiarisation tour of NSW from February8 to 13, 2015.
“The success of the Jhappi Time campaign means more people are asking travel agents for details about the regional locations featured in the commercials, including the Blue Mountains, Port Stephens and the Hunter Valley. The Jhappi Time campaign is resonating well in the Indian market and we will continue working with our Indian friends to promote NSW and attract more visitors to the State,” Baird said.
The campaign will also be shown at the Australian Film Festival of India (AFFI) and will feature in the film UNIndian, starring Australian cricket legend Brett Lee and internationally acclaimed Indian actress Tannishtha Chatterjee, due for release later this year.
“We are delighted the successful Jhappi Time campaign will feature proudly in the foyers and cinemas where Australian films and documentaries will be shown as part of the film festival,” Baird said.
The film is a romantic comedy exploring the life of Indian expatriates and the complexities of wooing a partner from a different culture while showcasing Sydney and NSW as a premium tourism destination.