Destination NSW
Harboring Culture
Year-Round
Using AI insights to promote Sydney’s diverse cultural offerings
Sector
Studio
Four seasons, one Sydney
Sydney is world-renowned for its sunny beaches and iconic landmarks. But the city attracts most of its tourism during the summer months.
Destination New South Wales (DNSW), a government agency, is responsible for boosting tourism and events across New South Wales, including encouraging visitors to Sydney.
DNSW wanted to shift the perception of Sydney as summer-only city and position it as a must-visit cultural destination year-round. Working with DNSW, we needed to showcase Sydney as a top spot for creativity, culture and world-class events. This meant competing against the overwhelming noise of social media content that constantly bombards potential visitors.
To promote Sydney as culturally-rich destination for all-seasons, we adopted a proactive and innovative approach by taking control of social media algorithms rather than waiting for them to dictate our visibility.
By leveraging AI-powered insights, we developed a comprehensive content strategy that tapped into real-time trends and cultural conversations.
This involved extensive social listening and keyword optimization to identify what potential visitors were interested in, enabling us to craft hyper-targeted content that showcased Sydney’s diverse cultural offerings throughout the year.
Making Sydney <br>shine
Project highlights
Challenge
Changing perceptions
The main challenge was to change the perception of Sydney from a summer-only destination to a year-round cultural hotspot, amidst the constant influx of social media content.
Solution
Intelligence behind impact
The solution involved actively controlling social media algorithms with AI insights, developing a content strategy based on current trends and cultural discussions and refining keywords to draw in potential visitors.
Outcome
Year-round appeal
This approach allowed for the creation of targeted content that highlighted Sydney's cultural attractions throughout the year, effectively positioning the city as a must-visit destination beyond just the summer months.
Social listening and keyword optimization were used to pinpoint visitor interests.
Social listening and keyword optimization were used to pinpoint visitor interests.
Sydney has been named as one of Australia’s best city for cultural experiences.
Destination: Success
By proactively managing social media algorithms and leveraging AI-powered insights, we developed a content strategy that significantly boosted Sydney's cultural visibility.
This approach led to a 13.2% increase in awareness and a 7.1% rise in intent among potential visitors.
Despite operating with a smaller budget, we achieved increased impressions through extensive social listening and keyword optimization.
This allowed us to identify and engage with real-time trends and conversations, crafting hyper-targeted content that effectively showcased Sydney's diverse cultural offerings throughout the year.
We achieved a 13.2% increase in awareness and a 7.1% rise in intent.
