Far West on show to the world

Published on 28 February 2020

Broken Hill and Central Darling will go on show to the world tonight after the launch of a new $410,000 strategic marketing campaign.

The campaign is a collaboration between Broken Hill City Council, Central Darling Shire, and the NSW Government’s tourism and major events agency, Destination NSW.

The "It's Out There" campaign was launched by Minister for Jobs, Investment, Tourism and Western Sydney Stuart Ayres yesterday, and will be showcased at tonight's International Media Marketplace (IMM) at the International Convention Centre in Sydney.

It features a suite of captivating images and videos that can be featured across all advertising mediums, and is designed to inspire couples aged 45 to 60 in particular to visit Broken Hill and the Central Darling region as a holiday destination.

“Many people have heard of Broken Hill but what they don’t realise is how many incredible, quirky and diverse experiences this region has to offer,” Mr Ayres said.

“This marketing campaign will showcase Broken Hill and the Central Darling region as a ‘different kind of outback’ – one that is full of spirit, history, diversity and character to explore and uncover.

"In addition to its striking landscapes, this region has a strong community of incredible artists, a vibrant drag culture and a unique Aboriginal cultural heritage."

Minister for Western NSW Adam Marshall said that while towns in the region continue to deal with the impacts of drought, tourism has never been more important to these areas to provide a cash injection to local economies.

“Whether you’re from the bush, or from the city, there has never been a better time to explore what Broken Hill and the wider Central Darling region has to offer,” Mr Marshall said.

Mayor Darriea Turley AM said she was excited to see Council once again promoting the city nationally and internationally through strategic tourism marketing.

"We've been very keen to get out there and pursue strategic marketing and this campaign will show the world that we can provide a unique and genuine outback experience in the Far West," said Mayor Turley.

“I believe we offer a level of authenticity that is unmatched in the tourism market and our product is showcased perfectly in this campaign.

“This project represents months of hard work between Destination NSW and our respective Councils, and we’re all very excited for it to hit the market and drive tourism to our region."

Broken Hill City Council contributed $120,000 to implement the campaign, which Destination NSW matched through the Regional Tourism Fund (RTF). Central Darling Shire contributed $170,000 from the Menindee Support Package, resulting in a total campaign budget of $410,000.