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.

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

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’)

Just a note across both websites - we 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.

Images should always be placed after the heading and/or reference, not before.

Correct order:

1. heading about product
2. copy
3. image about product

NOT:

1. image about product
2. heading about product
3. 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 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).

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.

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): 

1. Accommodation (exceptions to this rule in cases where there are none or only one accommodation listing. If so just follow rest of order)
2. Attraction
3. Food & Drink
4. Event
5. Tour
6. Hire
7. Visitor Information Centre