In headings: always use "&" in page title and meta title due to small character count. Always use "and" in title displayed. Body copy: always use "and", unless it is part of the company/business name. Always use "and" for subheadings.

Article Image Captions

Name of the business/activity + Location + Always include an image credit if not DNSW. Formatting is - Credit: *the photographer* + *if there's also an organisation* E.g. Sydney's Open For Lunch - YCK Laneways - Credit: Cassandra Hannagan E.g. Park Hyatt Sydney - Credit: David Mitchener | City of Sydney

British vs American Spelling

As a general rule Destination NSW always uses and follows British English spelling and grammar not American English. As a layer on top of this, we use Australian English when needing to decide between traditional or modern language. Example would be "while" not "whilst" or "among" not "amongst".

Header image caption: Make the header caption as short as possible, on mobile view it won't fit if too long/too descriptive E.g. ‘Sydney Opera House, Circular Quay’ not ‘The famous white sails of the Sydney Opera House at Circular Quay’)

Hyperlinking in introductions

Just a note across both websites - w e don’t hyperlink in intro copy. This is so the user doesn't bounce off the page when they've only just landed on it.

Image placement in copy

Images should always be placed after the heading and/or reference, not before. Correct order: heading about product copy image about product NOT: image about product heading about product copy

Copywriter will always provide both title & description For articles: The name is always the page title, followed by this: | - and then put in either Sydney.com or VisitNSW.com E.g. Best dog beaches in Sydney | Sydney.com For destination pages: The name is always the location, then area with key search terms (set as Accommodation, things to do & more), followed by this: | - and then put in either Sydney.com or VisitNSW.com Structure: Town, Area – Accommodation, things to do & more | Visit NSW E.g. Katoomba, Blue Mountains – Accommodation, things to do & more | Visit NSW

In copy, spell out number 1-9, 10 and above use numerals. Exceptions include distances and the start of a sentence. Always use the number symbol for tiles. E.g. 8 budget-friendly school holiday activities

Sentence case/Capitalisation

Sentence case is used across the entire website (including title displayed, page title and meta title). I.e. Capitalise only the first letter of the first word and proper nouns (e.g., A guide to Sydney’s markets).

Product slider 'Highlights'

Highlights: Highlights carousel is always just called ‘Highlights’ - not the destination included e.g. ‘Blackheath highlights’ would be incorrect In the backend, you will still be required to use the location name for CMS title. It's just title displayed that has 'Highlights' on its own.

Product list 'Plan your trip'

The product list at the end of the destination page should be titled 'Plan your trip' The product list should display 6 products on first view, which can be set in the 'display options' tab in the backend of the widget. Order of filters set (also display tab): Accommodation (exceptions to this rule in cases where there are none or only one accommodation listing. If so just follow rest of order) Attraction Food & Drink Event Tour Hire Visitor Information Centre

If possible - whatever content piece you're working on, whether it's copy | a tiles container | an image | any widget | a tile; Page Name - What it is - Specific Identifier E.g. Homepage - Things to do - Musicals E.g. Events Landing Page - Promoted Product Widget E.g. Header - Waterside restaurants in Sydney - Berowra Waters Inn E.g. Spit Bridge to Manly Walk - FAQs - Fast Facts So then, when you were looking in the backend of a page, an example of the full list of widgets that you might see are: EV Road Trips - Intro Video EV Road Trips - State Map of Chargers EV Road Trips - Accommodation with onsite charging EV Road Trips - 5 Coastal EV Road Trips EV Road Trips - 4 Country EV Road Trips EV Road Trips - FAQs EV Road Trips - Electric Vehicles in NSW and if you ever needed to bring up content from this campaign in the future, it is so easy to track it all down with one single search of EV Road Trips

Images - Media Name & Image Credits

--- Media Name = Back-end of CMS - producer use only Image Caption/Article Image Caption = displayed to website user Media Name* Tip: always avoid a comma: ',' in the media name - the back-end won't recognise when trying to search Header images: Start with always including "Header" in the name - this is because these are uploaded as a different media type, and we can't pull in one image into multiple locations (which we can with all other images). Then follow after the "Header" with the Page Title, then whatever the image is of E.g: Media Name*: Header - Sydney Restaurants Outdoor dining - Watsons Bay Boutique Hotel Link DNSW library images: We can pull these into multiple locations across the website (body copy and any tile). Image only needs to be uploaded once. Start with what the image is of (as simple/specific as possible) - followed by the location town/area - followed by the region E.g: Media Name*: Woman enjoying food and drink at The Boat House - Palm Beach - Sydney North Link Images sourced from ATDW: Include ATDW at the start - this is so we know to only use it against their product, and their listing name next so we know which specific lisiting it is, then just the image information E.g: Media Name*: ATDW - Pier One Sydney Harbour - Admiral Suite Bathroom Article Image Captions: Name of the business/activity + Location + Always include an image credit if not DNSW. Formatting is - Credit: *the photographer* , *if there's also an organisation* E.g. Sydney's Open For Lunch - YCK Laneways - Credit: Cassandra Hannagan E.g. Admiral Suite Bathroom at Pier One Sydney Harbour - Credit: Dave Wheeler | City of Sydney

--- Copy widgets: These are used for the centre aligned copy as the introduction to most editorial pages When naming the "title*" of what will be displayed in the backend, begin with the page name it is living on, followed by what piece of content it is, e.g. "intro" or "main" or "Getting around" etc E.g. Digital Publisher Guide - intro Live example Standard content widgets: These are used for the full length copy on editorial pages. Name is the same as above - page title - content piece E.g. Manly - Main Tile Container widgets: When naming the "title*" of what will be displayed in the backend, begin with the page name it is living on, followed by the name of the tiles container (so the subject/group) E.g. Adventure & Sport - Outdoor activities in Sydney Live example Tiles: When naming the "title*" of what will be displayed in the backend, begin with the page name it is living on, followed by the name of the tiles container (so the subject/group), followed by the name of the tile E.g. Adventure & Sport - Outdoor activities in Sydney - Walks & Hikes Live example