Broken Hill gets 'Out There' again

Published on 04 March 2021

Broken Hill City Council has partnered with Destination NSW to deliver the next phase of the successful 'It’s Out There' strategic tourism marketing campaign.

The campaign continues to showcase the Broken Hill and Silverton region as a different kind of outback travel experience.

The fun and playful social campaign shines a spotlight on the quirky experiences on offer in this region, from drag culture to camel rides and the vibrant art scene, which proved engaging and enticing to interested travellers in the previous iterations of the 'It’s Out There' campaign.

The five-week campaign launches early March 2021 and will run across paid and organic social media.

Advertising will target Regional NSW, the Australian Capital Territory, South Australia, Victoria, Sydney and South East Queensland.
Mayor Darriea Turley AM said the initial campaign launched in February had proven successful despite the outbreak of COVID-19.

The campaign received coverage in major publications including Travel Weekly, Travel Daily, National Tribune, and from major social media influencers

It also featured in Australian Traveller and Indulgence, Australian Geographic, Canberra Times, Caravanning OZ, and TV shows like the Living Room.

"We staggered the last tourism campaign to try and work around border closures and other complications, so it ended up running for a bit longer than we initially expected," said Mayor Turley.

"A local tourism boost was one of the few positives to come out of COVID-19, and we were fortunate that we were really pushing Broken Hill as a holiday destination at a time when domestic travel was really the only option.

"As we saw when the borders reopened, Broken Hill was a very popular location, and I believe a big driver of that rush was our marketing campaign over that period."

Businesses wishing to get involved with the campaign are encouraged to download resources in the free industry toolkit from Council's website.