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 and wildlife.

The Brighter Group will also be promoting the state’s leading annual event, Vivid Sydney. Starting on 24 May, the world’s largest festival of light, music and ideas is the pinnacle of the annual Australian events calendar.

Debbie Flynn, managing partner of the Brighter Group, says, “We are thrilled to be welcoming Destination New South Wales to our ever-growing client portfolio. As travel 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, adds, “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.”