On 3 November, 330,000 copies of a 44-page guide to the festival will be poly-bagged with The Times and distributed across London, South East England and Ireland.
Readers who collect the brochure will have a chance to win a holiday to the festival and see performances from the likes of Brian Wilson and Bjork. The campaign will also be supported with online and print advertising.
Times Media Development Director Claire Myerscough said: "We have the eye of some of the UK’s most affluent and educated readers for whom there’s great appeal in a summertime holiday in Sydney and the Sydney Festival. The success of last year's campaign proves Times Media’s titles reach the right target audience to increase visitors to Sydney."
The ‘Summer in Sydney’ campaign will run through to the end of the Festival in January 2008.
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