What's On

  • Written by Chloe Woodgate

An innovative new mobile phone application is taking Vivid Sydney to the eyes and fingertips of people in China, encouraging them to plan a trip to NSW to experience the world's largest festival of light, music and ideas, first hand.

Destination NSW Chief Executive Officer Sandra Chipchase said the app uses augmented reality technology to transform images of Sydney landmarks into stunning Vivid Sydney highlights.

“Destination NSW will be sharing images of some of Sydney's most iconic buildings on its Weibo and WeChat accounts in China and encouraging followers to scan the images using the new app. In just a simple click, users will see the landmarks come to life in 3D renders, projections, and a stunning video of Vivid Sydney highlights,” Ms Chipchase said.

“We're also inviting followers to enter a competition to win a trip to Sydney and Regional NSW by sharing their favourite Vivid Sydney images using the hashtag #vividsydney.

“This is a fantastic initiative to further engage with the 121,000 plus Weibo followers and 17,000 plus WeChat followers Destination NSW has in China. The app will also be promoted and shared though partnering social channels, with a potential reach of up to 18 million Chinese consumers.

“Vivid Sydney is firmly established as a highlight on the world's festivals and major events calendars, attracting a record 1.43 million attendees in 2014. In fact, more than 9,700 visitors from China travelled to Sydney on Vivid Sydney travel packages last year and we are aiming to see this visitation grow through new Vivid Sydney campaigns and activities,” she said.

China is the number one inbound visitor market for NSW. In the year ending September 2014, more than 443,000 Chinese visitors stayed 12.1 million nights in NSW and spent over $1.5 billion during their stay.

“The development of the app is another great example of Destination NSW's initiatives to promote NSW in China, and comes on the back of recent announcements including a partnership campaign with Chinese agency CTrip to promote travel packages for Vivid Sydney, and our partnership with leading travel wholesaler China Travel International (Guangdong) Ltd,” Ms Chipchase said.

“Destination NSW also recently held a week-long,  pop-up event in the Chengdu International Finance Centre to promote NSW to more than 100,000 shoppers and hosted 33 NSW tourism operators in China as part of the Greater China Mission.

“In the digital space we have also launched Sydney.CN, a dedicated website hosted in China, to promote Sydney and NSW to travellers,” she said.

The Vivid Sydney augmented reality application is available for Apple and Android users to download in Hong Kong and mainland China.

Owned and managed by the NSW Government's tourism and major events agency Destination NSW, Vivid Sydney is set to once again transform the city into a colourful canvas of light, music and ideas for 18 nights from 22 May to 8 June.

For more information on Vivid Sydney visit www.vividsydney.com.

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