13 August 2008

NSW Premier on the hunt for a new Sydney logo

NSW Premier Morris Iemma has charged Sydney with the task of creating a new brand to use as a marketing ploy to attract more international visitors. The marketing campaign will be backed by $40 million from the State government, reports the Sydney Morning Herald.

The Premier is hoping to market a city logo that compares with the world-wide recognition of New York’s "I [heart] NY" logo, which was released in 1977.  The logo was so successful that 30 years on it resonates around the world in different forms and people still recognise it as the city’s brand.

The massive injection of funding for Sydney’s tourism marketing is a direct response to a plateau in international visitor numbers and the decreasing amount of time spent holidaying in Sydney.

"Developing a Brand Sydney is not just about logos and tag lines, it's about capturing the stature, strengths and spirit of this great global city," Mr Iemma said.

"The new brand will create an image and reputation for Sydney that will differentiate it from other cities around the world," he added.

Tourism Research predicts this year will see 5.6 million international visitors to Australia, reports the newspaper, although a record number of Australians will be holidaying overseas (6 million).  The Age reports this is a 9.9 per cent growth in international holidays for Australian residents.  The Tourism Forecasting Committee also predicts by 2017 the number of international tourists will increase 4.4 per cent every year to reach 8.7 million people.

The Tourism and Transport Forum (TTF) Managing Director Christopher Brown told the Age while the increasing trend for international visitors is positive news for the Australian tourism economy, domestic tourism predictions were an issue.

"The combination of a strong Australian dollar, a restless Generation Y and affluent Baby Boomers is fuelling outbound tourism to the detriment of the domestic industry," he said.

International tourists to Australia need an Australia travel visa, except for New Zealand passport holders.  Visitors wishing to travel the country can apply for a short-stay tourist visa, or ETA, which is valid for three months.  The conditions of the visa mean that tourists cannot work at any time during their stay in Australia.

The Australian Visa Bureau is an independent consulting company specialising in helping people apply for an Australia visa.

Article by Jessica Bird, Australian Visa Bureau.

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