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Destination NSW x The Long Road 




Destination NSW were looking to increase visitation to regional NSW, encouraging Aussie to explore their own backyard with International travel all but banned due to the COVID pandemic.

Havas Sports & Entertainment were tasked with showcasing the wonderful locations across New South Wales that many people may not have been familiar with in a unique & engaging way.


We took Destination NSW target demographic’s two passions, music and travel and created a 6-part content series, hosted across social media, that brought them together seamlessly.

The series took six critically acclaimed Australian artists on road trips across NSW, showcasing the stunning landscapes and unearthing the local community spirit. The Long Road is hosted by the brilliantly witty TV and radio personality, Ash London and features some of Australia’s biggest music artists including Amy Shark, Guy Sebastian, Baden Donegal from Ocean Alley, Troy Cassar-Daley, Polish Club and Connie Mitchell from Sneaky Sound System. The project supports and gives back to regional tourism by showcasing our state through the lens of Australian music artists.


3.3 million

view of the episodes on our owned social pages.

7.3 million

unique users across AU and NZ reached via Facebook/Instagram, over 6 times across our 6 episodes.

2 million

hours spent with the DNSW brand ads (watch time) – 23 years!


visits to the NSW region due to Road trips social activity.