New figures reveal how State Government spent $92m on advertising campaigns

New figures have revealed the eye-watering amount of taxpayer dollars splashed on advertising campaigns including promoting an immersive shark art exhibition, campaigns starring celebrity chefs and raising awareness about sexual consent.

Celebrity chef Curtis Stone featured in one of the government’s 324 advertising campaigns in the latest financial year.

More than $90 million of taxpayer money has been splashed on State Government advertising campaigns in the space of just nine months – including campaigns to recruit bus drivers, promote an immersive shark art exhibition, and campaigns warning of the dangers of vaping.

New figures released this week have revealed the eye-watering amount the State Government spent to spruik messages about its various department programs last financial year.

The most expensive campaign was a $14.9 million cash splash to promote the Department of Customer Service’s ‘savings finder’ program which aims to connect people with cost of living rebates and vouchers.

Transport for NSW had the most number of advertising campaigns – topping 68 over the nine month period – including $2.2 million on a road safety campaign focusing on casual speeding, $466,712 on a bike safety campaign, and $60,303 on a campaign warning commuters about slips and falls on Sydney trains.

It also spent thousands warning customers on travel disruptions including $15,057 spent on a campaign raising awareness about the closure of the Dulwich Hill light rail line due to emergency repairs.

Destination NSW campaigns accounted for a bulk of the spending. Picture: Destination NSW.

Designation NSW clocked up 25 separate campaigns including $4.5 million on the high profile ‘feel new Sydney’ campaign – described by the agency as “bringing to life all the diverse feelings in the state that combine to make visitors feel new”.

It also spent $161,538 on a campaign starring Curtis Stone which featured videos of the celebrity chef visiting a list of well-known Sydney restaurants and bars.

It also spent big on campaigns to attract visitors to major events including $442,027 for Vivid, $339,9387 for the World Cup, and $36,443 for World Pride.

The campaigns included promoting major events such as World Pride.

The Department of Education had 24 media campaigns including a $74,147 spend focusing on school attendance, $33,156 on a parent app, and $250,385 on teacher supply.

Health agencies accounted for a bulk of the government’s advertising bill including 18 separate campaigns by the Ministry of Health tallying a total of $1.1 million.

The campaigns included $122,811 focusing on vaccinations and immunisation, $362,712 on Japanese encephalitis Virus, and $53,362 on a ‘take blaktion’ promotion which used sketch videos to engage young people with culturally appropriate sexual health messaging.

Money was also splashed on promotions for vouchers including the Active Kids program.

The Cancer Institute NSW spent $6.6 million on advertising messages including campaigns raising awareness about bowel cancer, breast screening, and tobacco. It also spent $594,639 on a campaign focusing on vaping.

Cultural and tourism institutions accounted for a bulk of the government spending including $1.2 million on advertising campaigns for Taronga Zoo.

The Australian Museum meanwhile splashed $661,677 on a campaign to promote an immersive shark exhibition staged at the museum last year.

Michael Sheen played the role of Antonio Salieri for Amadeus at Sydney Opera House.

The Sydney Opera House had 33 separate campaigns totalling $848,631 – of which, the most expensive was a $295,296 spend promoting the production of Amadeus starring Welsh actor Michael Sheen.

The Art Gallery of NSW spent a combined $1 million on advertising campaigns including to launch its new building and to promote the Archibald Prize.

Other notable campaigns outlined in the figures included $2.6 million by the NSW Electoral Commission to raise awareness about this year’s State Election, $258,567 by the Department of Communities and Justice on a campaign focusing on sexual consent and $70,278 by the Office of Sport to spruik ‘Active Kids’ vouchers.

Recruitment drives also featured in the figures including $157,712 on police recruitment, and $227,937 on a Transport for NSW campaign to attract bus drivers.

The Shark Exhibit was held at the Australian Museum.

The figures reflected government spending during a nine month period last financial year from July up until the March election.

The total advertising spend during the period was $91.6 million – in line with the $128.1 million spent in the full 12 month period in the previous 2021/22 financial year. The most expensive campaign that year was $24.3 million in advertising relating to Covid-19.

NSW Treasurer Daniel Mookhey has pledged to reduce advertising spending by $30 million a year and said the current government “is on track to achieve this”.

“We are also running a ruler over every aspect of the state’s expenditure in the lead-up to the budget in September,” he said.

But opposition Treasurer spokesman Damien Tudehope said the government should not focus on carrying out “yet another review” and “should simply take responsibility for deciding which advertising is effective use of taxpayers’ money.”

Mr Tudehope added that “well targeted advertising of government programs can ensure all those eligible are aware of how to access the program.”