To celebrate the launch of its new India campaign – ‘Jhappi Time’, Destination NSW recently hosted twenty of India’s top travel agents in Sydney and New South Wales.
The first two partners to come on board with DNSW around this campaign are Ezeego1 and Yatra.com. This landmark campaign, called ‘Jhappi Time’ or ‘hug time’, is the first campaign developed and executed by any Australian tourism body to specifically target the visiting friends and relatives (VFR) market, in India.
Both partnerships involve cooperative campaigns with Destination NSW, aimed at connecting with the VFR market. Four themed ‘Jhappi Time’ videos have been specially shot by Destination NSW and will be used to engage consumers, with campaign elements including strategic broadcast, print, digital, social and trade communication.
The agents also attended the launch of the campaign in February, took part in a product workshop, and experienced the regional destinations of the Blue Mountains, South Coast and Port Stephens/ Hunter Valley. Agents also visited the Sydney Cricket Ground with a guided tour and practice in the cricket nets.
