Model Lara Bingle and designer Kym Ellery are used to being the focus of attention for style bloggers, but this week the roles will be reversed.
The A-list fashionistas are among six ambassadors tasked with wooing international fashion bloggers Tommy Ton, Susie Bubble and Bryanboy, as part of a move to promote Sydney tourism during Australian Fashion Week.
The three bloggers - whose various media channels command audiences in the millions - will sip champagne, lunch in five-star locations, and fly in sea planes over Sydney's best beaches.
And it will be largely funded by the taxpayer.
NSW Deputy Premier Andrew Stoner would not reveal the cost to avoid bidding wars between State Governments.
But he says the tourism dollars that will flow back will be "in the millions".
"It will be many, many times the taxpayer contribution - don't worry about that," he said.
Stoner said the campaign was part of a goal to double visitor numbers in Sydney by 2020.
"We're getting behind a really important industry for our State, but we're also doing things a little bit differently," he said.
"We're listening to the industry and they're telling us that the traditional media is struggling and people have gone online.
"You see people here taking photos with their devices - that's getting Instagrammed, re-tweeted and Facebooked and Weiboed over again.
"That's exactly what we want - it's reaching many, many more people than traditional media."
Designer Ellery said blogs had become a more influential part of the media, drawing not just avid fashion followers but also younger generations.
She'll be taking Bryanboy to Whale Beach, teaching him to surf, and showing him "some of the more natural aspects of our city".
"It's an easy job because Sydney is such a beautiful city," Ellery told AAP.
Bubble has been paired with Romance was Born designers Anna Plunkett and Luke Sales, and has toured Sydney's top shopping haunts.
She said it was difficult to track her influence online.
"When I'd visited places like Antwerp or Tokyo, I'd always get readers emailing me and going, 'Can you remind me of all the things that you went to because I'm planning a trip there'.
"People need recommendations all the time and sometimes official guides don't suffice."
On his trip to Australian Fashion Week last year, Bryanboy shared the experience with his readers using social media.
"It's not just fashion that you're focusing on, you focus on everything," he told AAP."I put a lot of the things in my life out there - the people that I meet, the things that I eat, the things that I see, I write about."