I recently photographed Destination NSW‘s latest campaign Jhappi Time in Sydney. It’s Jhappi Time. That means hug time. Destination New South Wales launched their largest ever campaign targeting India in the history of Australian tourism to encourage more visits from the region. The campaign will run in India and Australia with two thirds of the activity happening in India. Cinema and print ads will run in Delhi and Mumbai with digital and PR activity to support it. Here activity will be split across digital and PR.