Destination NSW picks FINN Partners for UK PR

The agency will deliver media relations, influencer engagement, content creator visits, broadcast activity and brand partnerships

Global marketing and communications agency FINN Partners has been appointed by Destination New South Wales (NSW) to lead its UK public relations, influencer and creative partnerships programme following a competitive pitch.

The agency will work with Destination NSW's communications team in Sydney to promote New South Wales as a tourism and events destination in the UK market.

Agency to support UK tourism campaign

FINN Partners will deliver media relations, influencer engagement, content creator visits, broadcast activity and brand partnerships designed to increase awareness of New South Wales among UK travellers.

The appointment supports Destination NSW's Visitor Economy Strategy 2035, which targets annual visitor expenditure of $91 billion, 40,000 hotel rooms, 8.5 million additional airline seats and 150,000 new jobs by 2035.

Campaign to promote Sydney and regional NSW

Communications activity will promote Sydney's major events alongside destinations across regional New South Wales.

Campaigns will highlight experiences across nature, culture, food and wine, agritourism and wellness, while encouraging travel beyond Sydney to regions including the Blue Mountains, Snowy Mountains, Hunter Valley, Central West and Outback NSW.

FINN Partners to lead UK communications

Sophie Morgan, Senior Partner, UK Travel Practice, FINN Partners: "We are incredibly proud to be appointed by Destination NSW to lead their PR strategy in the UK. Sydney and New South Wales possess a truly vibrant energy, from legendary coastal landscapes, country towns and world-class culinary experiences to buzzy cultural events. We look forward to working closely with the team and sharing the compelling stories that highlight the true depth and diversity of the destination."

Karen Jones, Chief Executive Officer, Destination NSW: "The UK remains one of our most important international markets, and we look forward to working with FINN Partners to showcase New South Wales' world-class tourism experiences. Through this partnership, we aim to inspire more British travellers to discover Sydney and our remarkable regional destinations, creating unforgettable experiences shaped by our natural wonders, vibrant cultures and unique way of life."

UK travel portfolio expands

The account will be led by Sophie Morgan and forms part of FINN Partners' UK travel portfolio, which includes tourism organisations, airlines and hospitality brands.

www.destinationnsw.com.au

www.finnpartners.com

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