How Lookatmedia Transformed Destination NSW’s PR Strategy
Since moving away from a traditional PR and media engagement strategy, Destination has seen remarkable success by placing its Lookatmedia™-designed newsroom at the center of its media outreach. This move enabled the organization to transform how it engage with both domestic and international media outlets, resulting in a more effective and measurable earned media strategy. By streamlining media interactions through its online newsroom, Destination has maximized its brand exposure in key markets.
Impressive Growth in International Media Coverage
With a Lookatmedia™ newsroom as a key asset, Destination NSW significantly boosted international coverage. New South Wales (NSW) alone recorded 3.4 million international visitors, contributing $11 billion in expenditure in 2023. This recovery reached 96% of 2019 expenditure levels, showing the newsroom's role in reviving interest among international tourists, especially from the US, New Zealand, and the UK.
Domestic Tourism Reaches Record Highs
Destination NSW’s newsroom also played a pivotal role in enhancing domestic engagement. NSW saw 102.5 million domestic visitors in 2023, a 9.3% increase year-over-year, with $40.5 billion in domestic expenditure. This was driven by newsrooms’ ability to highlight regional destinations, contributing to record-high spending and renewed interest in local attractions such as nature-based activities and caravan/camping trips.
Seamless Media Engagement and Measurable Outcomes
One of the most notable advantages of the Destination NSW newsroom is its capability to track and measure media engagement. By offering journalists 24/7 access to press releases, media-compliant visuals, and real-time stats, the newsroom facilitated more organic story placements. This shift has allowed Destination to optimize their PR strategy, making it easy to continuously build upon existing content, boosting their internal linking and SEO performance.
A Model for Future Tourism Brands
The success of Destination NSW’s digital transformation highlights how other tourism brands can follow suit. Through the Lookatmedia™ newsroom platform, organizations can enhance their media reach, improve engagement with journalists, and see measurable growth in earned media. The numbers speak for themselves, with record-breaking results across both international and domestic tourism markets.