January 29, 2019

Destination New South Wales has appointed The Brighter Group, a Finn Partners Company, to implement its UK PR strategy to drive visitation to the region.  

As one of the largest independent travel and tourism public relations and marketing consultancies in the UK, The Brighter Group will focus on promoting New South Wales as an exciting and diverse destination for UK travellers. As well as highlighting New South Wales’ most well-known attractions, The Brighter Group will also highlight the broad scope of lesser-known and state-wide experiences in a region characterised by iconic landscapes, coastal lifestyle, food and wine, cosmopolitan culture, nature, wildlife and diversity.

The Brighter Group will also be promoting the state’s leading annual event, Vivid Sydney. Heading into its 11th year in 2019, Vivid Sydney is the world’s largest festival of light, music and ideas and the pinnacle of the annual Australian events calendar.

Debbie Flynn, Managing Partner of The Brighter Group, a Finn Partners Company, commented; “We are thrilled to be welcoming Destination New South Wales to our ever-growing client portfolio. As travels sector specialists we have extensive experience in generating widespread coverage, building and nurturing media relationships and ultimately, driving destination visitor numbers. With a highly skilled team that has travelled, studied and honeymooned in New South Wales, The Brighter Group’s valuable experience and natural synergy in promoting such an amazing destination is the perfect partner for achieving great results.”

Sandra Chipchase, Chief Executive Officer of Destination New South Wales, added: “We are very excited for the year ahead and are delighted to be working alongside The Brighter Group to promote New South Wales to the UK market through a proactive and targeted communications strategy. Our aim for 2019 is to educate and inspire first time travellers to discover Sydney and regional New South Wales, as well as encouraging those who have already visited to come back and explore the state further. It’s so important to us that the region is represented by a team that knows and loves the destination which makes this appointment such a great fit for us.”

For further information on Destination New South Wales, please visit: www.visitnsw.com


For media enquiries, please contact Kate O’Brien, Emily Olsen and Amy Iliffe, at The Brighter Group: DNSW@Finnpartners.com / +44 20 7326 9880

Notes to editor: About Destination New South Wales

Destination New South Wales is the lead government agency for the New South Wales (NSW) tourism and major events sectors whose role is to market Sydney and New South Wales as one of the world’s premier tourism and major events destinations and to develop and deliver initiatives that will drive visitor growth throughout the State.

New South Wales is Australia’s south eastern state. Characterised by breath-taking coastline, rugged mountains, lush wine valleys, and a vibrant capital, New South Wales is Australia’s most diverse regions. Often a base for New South Wales adventures, the cosmopolitan state capital of Sydney is home to idyllic beaches, a sophisticated culinary scene and an events calendar that includes Vivid Sydney, an annual light and music festival, and the colourful Mardi Gras celebrations. Further afield, New South Wales offers off the beaten track experiences in the Blue Mountains and Snowy Mountains, outback adventures in national parks, culinary experiences in the verdant Hunter Valley, and a host of music and art events in the seaside town of Byron Bay.

New South Wales is made up of 13 areas: Sydney and Surrounds, South Coast, North Coast, Snowy Mountains, Blue Mountains, Capital Country, The Hunter, New England North West, Central NSW, Riverina, Murray and Outback NSW.


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