- Wednesday, 28 September 2011 15:53
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Tourism 'graffiti', 'skinned' buses and more visitors from China and Japan form part of phase two of Port Stephens Tourism's new 'PS. I Love You' campaign.
The cheeky and successful marketing pitch for Port Stephens, 2½ hours north of Sydney, was first unveiled in February this year. The state member for Port Stephens, Craig Baumann, launched the $175,000 second phase of the campaign, which is the first integrated campaign for the seaside destination in eight years.
Backed by Destination NSW and featuring spectacular video and still imagery and catchy jingle, phase two of 'PS. I Love You' will include the words 'PS I Love You' written graffiti-style on disused buildings, billboards and other structures to generate playful interest in Port Stephens. Coaches between Port Stephens and Sydney will be covered or 'skinned' in 'PS I Love You' imagery and there will be also be new TV and press advertising in NSW, Victoria and Queensland, banners, new 'PS I Love You' T shirts, stickers and banners and the incorporation of the 'PS I Love You' logo on the uniforms of tourism operators in the area to provide a consistent and powerful image for Port Stephens.
'PS I Love You' will be active on Facebook, asking lovers of Port Stephens to share
what they love about the area, and cooperative marketing initiatives will also be offered to local tourism operators to help them tap into the colourful campaign.
Port Stephens Tourism marketing manager, Tars Bylhouwer, said the first $120,000 phase of the campaign earlier this year had successfully forged a fresh, compelling and unique new identity for Port Stephens, so expanding it to phase two was important in the run-up to summer.
"As part of the ongoing campaign we are also making effective inroads in attracting more Chinese and Japanese tourists to Port Stephens and we hope to announce exciting new ventures in this area soon. We will also be highlighting the direct jet flights to Port Stephens from east coast centres, using Newcastle Airport in Williamtown in the heart of Port Stephens."