Dorothy wiggles for Sydney

MOVE over Lara Bingle – or should that be Wiggle out of the way? Dorothy the Dinosaur is our new face of tourism.

Family friendly ... the Wiggles will campaign for Sydney by talking about the Emerald City in regular spots on Virgin Radio during their UK/Ireland tour.

MOVE over Lara Bingle - or should that be Wiggle out of the way? Dorothy the Dinosaur is our new face of tourism.

The hat-wearing dinosaur and her skivvy-clad pals, The Wiggles, have been signed up for Sydney's latest campaign to promote the city overseas as a tourist destination.

NSW Tourism Minister Matt Brown will this afternoon announce the "Wiggle Your Way to Sydney" campaign - and with the Wiggles on tour in the UK, Dorothy will be in the front line to launch the new promotion.

While the green and yellow dinosaur may lack some of the charms which made Lara Bingle a national celebrity, Dorothy is well-placed for the family-oriented approach of the new campaign.

"The Wiggles members, all from Sydney, are admired around the world, which makes them the perfect ambassadors for this city," Mr Brown said.

The Wiggles campaign will involve the world-famous kids' entertainers talking about Sydney in regular spots on Virgin Radio during their tour of the UK and Ireland.

There's also a competition with first prize being a trip to Sydney - and a Wiggles show - for a family.

Bingle was just 18 years old when shot to prominence as the face of the controversial "Where the bloody hell are you?" Australian tourism campaign in 2006.

However sensitive Brits complained about the use of the word "bloody", prompting Federal Tourism Minister Fran Bailey to announce in March this year that she would dispatch larrikin Aussie plumber and film sensation, Kenny - played by actor Shane Jacobson - to help smooth out the situation.

Jacobson said he'd be happy to help the Poms "bloody get over it".