Millennials will be the target of a quarter-of-a-million-dollar advertising campaign to attract tourists to Orange.
Sydney's under-35s and readers of lifestyle magazine Broadsheet will be the intended audience of a $262,000 marketing campaign titled 'Extend the Weekend' aimed at bringing them to the city in the cooler months.
Orange City Council and tourism-marketing agency, Orange360, have put up half of the money, which has been matched by the state government.
We have been working very closely with local industry representatives to ensure this campaign explores the essence of the local offering in OrangeStuart Ayres
Minister for Tourism Stuart Ayres said the campaign, which included digital and social media advertising and a content partnership with Broadsheet, kicked off on Thursday.
"The 'Extend the Weekend' campaign aims to drive awareness of the Orange region and stimulate demand for overnight visits and increased lengths of stay, by encouraging under-35-year-olds to visit during the winter and spring months," Mr Ayres said.
The campaign builds on Orange360's ongoing push to attract a younger demographic of tourists to Orange.
VIDEO: The Campaign includes the video 'Extend the Weekend' ...
The State's tourism agency, Destination NSW, reported that Orange received 1.1 million overnight visitors last year, who collectively spent $326.5 million in the city.
Mr Ayres listed Orange's heritage houses, small bars and cellar doors, mountain bike trails and farmers markets as among the city's drawcards.
"Its history and natural beauty, combined with local offerings like hiking trails, boutique shopping and cultural experiences, make Orange an ideal long weekend for a wide range of travellers," Mr Ayres said.
A video featuring wineries and golf courses has been created with the tagline "leave at 3pm, be here for sunset" in a push to encourage Sydney holidaymakers to head up for an easy weekend away.
"We have been working very closely with local industry representatives to ensure this campaign explores the essence of the local offering in Orange and showcases a range of experiences that may not fit the usual expectations of the town," he said.
The money was made available through the NSW Government Regional Tourism Fund, which grants applications from councils and tourism bodies to support marketing and product development through Destination NSW.
A statement from the government agency said while Orange is already a favourite destination for many established travellers, the region's latest marketing campaign looks to inspire a younger emerging crowd of under 35s to visit and explore their sense of adventure while sampling the finer things on offer.
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