New South Wales Tourism Campaign Launched in UK

SYDNEY, September 14, 2010 - A new tourism campaign for Sydney was announced in London last night
during Australialive week, launching a new word into the vernacular.

The campaign is based around 'Sydnicity' — the word created for the
campaign which encapsulates all of Sydney's magical sights and moments, its
beauty, vibrant personality and spirit.

Broadcast quality footage and high-res images available:
medianet.multimediarelease.com.au/bundles/1bda9741-1f39-4a62-9e72-91c465601798

It promotes and describes all of the key experiences that define Sydney,
going beyond the well-known icons of the Sydney Harbour Bridge and the Sydney
Opera House to look at:

    - Events
    - Food and wine
    - Urban Beach Lifestyle
    - Nature and Outdoors
    - Fashion, Design and shopping
    - Arts and culture

The campaign also features famous Sydneysiders such as world surfing
champion Layne Beachley, designers Sarah-Jane Clarke and Heidi Middleton from
sass + bide and chefs Neil Perry and Matt Moran sharing their inspiring
'Sydney' moments in promotional films featured online.

The launch by Tourism NSW was part of the international roll-out of
Sydney's new tourism campaign.

"Last night's launch in London signals a strong push by NSW into one of
Australia's leading tourism source markets - the UK," said Justine Cooper,
director of marketing and communications, Tourism New South Wales. "NSW and
Sydney already have the leading market share of UK visitors to Australia and
the Sydney campaign aims to continue capitalising on this important tourism
sector."

In the year to June 2010, more than 366,000 tourists from the UK visited
NSW, injecting more than $592 million into the State's economy.

NSW retains the lion's share of all UK visitors to Australia with a
market share of more than 34 per cent. UK visitors make up more than 13
percent of all visitors to NSW and contribute 10 percent of all international
tourist expenditure in the State.

The NSW Government recognises the value of the UK market to the local
tourism industry and aims to grow this market and encourage UK visitors to
travel to regional parts of NSW as well as Sydney.

The launch in London last night, to VIP travel trade and media, will be
followed by television, print, outdoor and online advertising over a six week
period as well as a consumer competition on the Capital FM breakfast show in
London to win the 'ultimate Sydney experience'.

"Millions of Londoners will see pictures of Sydney as they travel the
underground at stations such as Covent Garden, Knightsbridge, Piccadilly,
Oxford Circus, Bond Street, Green Park and Leicester Square," said Ms.
Cooper.

In attendance at the launch in London were Layne Beachley, Sarah-Jane
Clarke and Mark Best, chef from Marque Restaurant, just named Restaurant of
the Year in the 2011 Sydney Morning Herald Good Food Guide.

Tourism NSW will also hold a food and wine event in Notting Hill on
Friday to showcase Sydney and NSW's position as the number one dining
destination in Australia. This will feature star chefs Mark Best and Peter
Gilmore from Quay Restaurant taking over Brett Graham's kitchen at the
two-Michelin starred restaurant, The Ledbury.

Brett Graham originates from Newcastle in NSW and is a former winner of
the Josephine Pignolet Best Young Chef of the Year Award.

"Sydney is Australia's premier tourist destination and we want more UK
visitors to come and experience its natural beauty, beaches, great food, wine
and entertainment for themselves," said Ms. Cooper.

"Sydney is the gateway to regional NSW and we also want UK visitors to
explore our beautiful destinations, from the coastal towns to the outback and
the wine growing regions of the Hunter Valley and Mudgee."

For further information on visiting Sydney, see www.sydney.com

    CONTACT:  For media information and images, please contact:
              McCluskey International
              Kate Popham / Matt Kelly
              T: +44-20-8237-7979
              E: NSW@McCluskey.co.uk

Kate Popham or Matt Kelly, both of McCluskey International, +44-20-8237-7979, NSW at McCluskey.co.uk, for Tourism New South Wales