Destination NSW has won silver at The Drum Awards for Social Media in the Travel and Tourism category.
The global awards program recognises excellence in marketing and communications.
The agency's winning submission was titled 'How taking over social algorithms turned Sydney into Australia’s cultural capital' and outlined how Destination NSW's consumer social channels highlighted the city's appeal beyond sun, sea and icons.
The submission noted: "We needed to cut through the noise to convince travellers that Sydney isn’t just the destination for beaches, it’s THE destination for culture and creativity all year round.
"So instead of using social media, we took over it, using the AI power algorithms to take back control of traditional search methods on major social platforms and get Sydney top of feed and mind.
"By combining social listening, keyword research and optimisation, weekly test and learns, data-driven consumer insights, tapping into topical, tactical and trending convos; we devised bespoke content specifically tailored to each of our audiences’ travel motivators and barriers, to inspire Sydney visits."
"From making our Sydney Harbour Bridge Christmas using AI and New Year’s Eve fireworks celebrations world-famous; to taking soccer from the stadiums to the streets for the FIFA Women’s World Cup; connecting Swifties hunting for fan friends; broadcasting the city’s Vivid Sydney festival spectacle globally for all to join during our colder winter months."
"By taking over social algorithms through the year, we re-positioned Sydney as the official cultural capital of Australia and showed the city in a whole new light."
View the full list of winners here.
