The campaign was recognised at the recent Australian Tourism Awards, securing a finalist spot at the industry’s premier awards program which celebrates and recognises excellence in tourism.

This national recognition follows the South Coast Regional Tourism Board’s win in the same category at the NSW Tourism Awards in November.

The South Coast campaign was a finalist in the Destination Marketing category.

‘Unpsoilt’ is the South Coast region’s first ever “whole-of-region” tourism marketing campaign, developed by Destination NSW in partnership with the South Coast Regional Tourism Board and local councils through the state government’s Regional Visitor Economy Fund. 

The South Coast Regional Tourism Board worked with Destination NSW’s marketing and digital teams to devise and execute the campaign, a process which began more than two years ago.

The aim was to create a unique positioning for the South Coast region in the marketplace, highlighting the region’s unspoilt natural beauty. 

“The South Coast is now seen as a leader in regional destination marketing,” South Coast Regional Tourism Organisation Board chair Catherine Shields said.

“Our collaborative approach – with Destination NSW and as a whole region - has certainly enabled a bigger impact than five small stand-alone campaigns.”

The five Local Government Areas on the South Coast of NSW – Shellharbour, Kiama, Shoalhaven, Eurobodalla and Sapphire Coast/Bega Valley - pooled their resources for ‘Unspoilt’.

“We are so proud this approach led to recognition at both the state and national level for tourism excellence,” Ms Shields said.

“‘Unspoilt’ features people enjoying outdoor activities in the unspoilt landscape and this fresh approach has proved to be a runaway success.

“It has particularly resonated with our target markets - busy couples and families in Sydney and Canberra, who long for a break in beautiful surroundings.”

In September 2015, the South Coast Regional Tourism Board and Destination NSW revealed the ‘Unspoilt’ campaign contributed to record increases in domestic visitor numbers to the South Coast and more than one million leads to South Coast tourism businesses.

The national Destination Marketing category winner was Wine Food Farmgate from Victoria.