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With international travel all but banned due to the COVID pandemic, Destination NSW sought to increase tourism to regional NSW by encouraging Aussies to explore their own backyard.
We identified two driving passions of Destination NSW's core audience – namely, music and travel – and created a six-part content series called 'The Long Road' that brought them together seamlessly. Amplified across social media, the series took six critically acclaimed Australian artists on individual 'road trips' across NSW, showcasing the state's stunning landscapes and unearthing the local community spirit.
'The Long Road' was hosted by the brilliantly witty TV and radio personality Ash London, and featured some of Australia’s biggest music artists, including Amy Shark, Guy Sebastian, Baden Donegal (Ocean Alley), Troy Cassar-Daley, Polish Club and Connie Mitchell from Sneaky Sound System. The project supported and gave back to regional tourism by showcasing the state through the lens of beloved Australian music artists.
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