The campaign centres on the concept of 'whatever it takes' with personable, relatable and conversational headlines suggesting audiences give themselves permission to break their routine and enjoy a holiday to the Barrington Coast.

Despite strong visitor numbers across the region over summer and the Easter school holidays, council's manager of Economic Development and Tourism, Deb Tuckerman said it was the perfect time to be promoting visitation to the region.

"Fire, floods and COVID-19 have impacted our visitor economy over the last 18 months and while border closures have worked in our favour and forced people to look closer to home for their chosen holiday, we know this won't last forever," explained Deb.

"Being front of mind for people making a decision on a holiday destination is still really important."

A soft campaign launch in late April included the installation of outdoor advertising placements in Sydney's northern beaches and north west, as well as Newcastle. This week saw the launch of the large digital advertising component of the campaign, aimed at complementing the outdoor advertising.

"We're already the most visited destination on the north coast of NSW and our regular tourists are a very important part of our economy. This particular campaign targets specific audience groups located in specific parts of Sydney and Newcastle, which will mean many of our residents won't necessarily see the advertising campaign we are undertaking," said Ms Tuckerman.

Many local tourism businesses have already joined the campaign partnership to leverage their own offer to potential visitors.

It's still not too late to hop on-board. Interested businesses are encouraged to contact marketing@midcoast.nsw.gov.au if they would like to be involved or find out more about the campaign.

To check out the campaign visit the micro-site at pages.barringtoncoast.com.au/home.