Destination NSW has launched its new campaign, Make Some Our Time, with the aim of making Sydneysiders "forget going offshore".
At the campaign launch at Westfield Bondi Junction, NSW premier Barry O'Farrell said the initiative was about "supporting local tourism".
Destination NSW chief executive Sandra Chipchase branded the campaign an "historic move", claiming an Australian first for its use of augmented reality technology.
The technology will enable shoppers at Westfield centres in Bondi Junction, Parramatta, Miranda and Chatswood to interact with virtual characters from regional NSW, including pelicans, whales, dolphins and kangaroos.
"The government has set us an ambitious target to double expenditure by 2020," she said.
"We won't make it if we keep on doing the same old thing. We need to be innovative."
The campaign will also see $1 million in regional accommodation vouchers given away. Sydney shoppers spending more than $30 in Westfield centres in Bondi Junction, Parramatta, Miranda, Chatswood, Penrith, Eastgardens, Burwood and Sydney CBD will receive a scratchcard that could reward them with $200 off a $400 regional stay.
State minister for tourism George Souris said it was "the biggest launch for regional NSW that we have ever undertaken.
"Time-poor Sydneysiders are the biggest takers of short breaks – this innovative promotion will help them take advantage of the millions of destinations NSW has for the perfect break."
