Destination NSW (DNSW) is requesting proposals from qualified agencies to act as its Public Relations (PR) representative in China

Project goals

The appointed agency will be required to develop and implement a PR strategy and plan that:

Increases destination awareness and consideration to visit, ultimately contributing to growth in international visitor arrivals - including repeat visitation – from the China to Sydney and NSW.

Delivers innovative, market-relevant PR activity that aligns with the ‘Sydney Plus’ strategy and differentiates Sydney and NSW from competitor destinations.

Builds and maintains strong relationships with key media and influencers whose audiences align with DNSW’s priority traveller segments in China. All influencer activity must align with the DNSW Influencer Strategy and Framework.

Implements effective monitoring and reporting, providing measurable publicity outcomes linked to clearly defined objectives.

Achieves agreed coverage targets in priority media outlets and influencer channels, supporting the ‘Sydney Plus’ strategy, where all activity must highlight Sydney with at least one regional destination.

Scope

The appointed PR agency will be responsible for managing and delivering a targeted PR strategy and 12-month plan of activity to generate positive earned media coverage in China and promote visitation to Sydney and NSW.

The strategy must creatively reinforce DNSW’s position as a leader in tourism promotion and respond to emerging media and social media trends. It should deliver content in formats that are compelling and relevant to media, influencers, and ultimately, the consumer.

DNSW seeks a consumer PR agency and plan that effectively meets its objectives, incorporating a mix of activities tailored to market needs and opportunities.

The PR strategy must include, but not be limited to, the following:

•  Identification of compelling story angles across key market travel drivers
•  Development of unconventional and creative approaches to securing earned media coverage
•  Targeting of publications and media outlets aligned with DNSW’s key travel drivers for China.
•  Use of a range of media channels, including print, digital, social media and broadcast.
•  Support broader travel trade and DNSW partnership efforts through media outreach

The agency will work closely with DNSW’s head office and the in-market team (based in Hong Kong and digital agency.

Related files

• Request for Proposal – China Public Relations Representation.docx (136 KB)