Broken Hill and the Central Darling Region have launched a fabulous new campaign focusing on the quirky and diverse experiences the region has to offer.
Did you know that Broken Hill was Australia’s first Heritage-listed city? It’s the dinky-di town in the outback to venture to for history, stargazing, exploring the expansive national parks, living desert sculptures and Aboriginal cultural heritage and art.
And let’s not forget the annual, and now internationally acclaimed 3-day ‘Broken Heel’ festival that celebrates the theatrical anniversary of “Priscilla Queen of the Desert” at her spiritual home; The Palace Hotel.
To celebrate all things ‘out there’, a new marketing campaign has been developed by the NSW Government’s tourism and major events agency Destination NSW, in collaboration with Broken Hill City Council and Central Darling Shire.
The aim is to remind people of just how quirky and remarkable this town really is.
Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres said the campaign is designed to drive visitation to the region and encourage longer stays.
Mutawintji Gorge, Mutawintji National Park
“Many people have heard of Broken Hill but what they don’t realise is how many incredible, quirky and diverse experiences this region has to offer,”
Stuart Ayres, Minister for Jobs, Investment, Tourism and Western Sydney
“This marketing campaign will showcase Broken Hill and the Central Darling region as a ‘different kind of outback’ – one that is full of spirit, history, diversity and character to explore and uncover. In addition to its striking landscapes, this region has a strong community of incredible artists, vibrant drag culture and a unique Aboriginal cultural heritage.
“The NSW Government recognises the importance of supporting communities in rural and regional NSW – particularly those that have been affected by drought or bushfires – and one of the best ways we can do that is by motivating people to book a trip to regional NSW, where they stay and spend locally.”
The Broken Heel Festival, Broken Hill
It’s Out There targets couples aged 45 to 60 years and is designed to increase their intention to visit Broken Hill and the Central Darling region as a short or longer break holiday destination.
Broken Hill City Council Mayor Darriea Turley AM said, “Broken Hill City Council has been very keen to get out there and pursue strategic marketing and this campaign will show the world that we can provide a unique and genuine outback experience in the Far West.
“I believe we offer a level of authenticity that is unmatched in the tourism market and our product is showcased perfectly in this campaign.
“This project represents months of hard work between Destination NSW and our respective Councils, and we’re all very excited for it to hit the market and drive tourism to our region.
Central Darling Shire Council Administrator Bob Stewart said, “This marketing campaign reveals the landscape and cultural features that our Shire has to offer, with the opportunities to learn about Indigenous culture, early European history and explore the vast area in which we live, work and play.
“I encourage anyone who has never been here before – come and see it for yourself – you will be surprised and enchanted.”
Desert Sculpture Park
The campaign includes a new suite of images and video assets that will feature across digital advertising, social media platforms, print editorial partnerships and public relations activity through to the end of August.
Find out more: www.visitnsw.com/broken-hill
