Sydney shines in new Tourism Campaign

1 Dec 2021

Sydney shines in new Tourism Campaign

Destination NSW extends its ‘Feel New’ tourism campaign with dedicated Sydney TV ad, creative and music release to welcome all to the state’s beating heart, Sydney.

Sydney has always been a shining jewel in NSW’s diverse and expansive tourism offering and from December 1, Australia’s premier state will become the focus of its own dedicated brand campaign, Feel New Sydney, to drive travel and tourism within the domestic market.

Feel New Sydney provides a fast-paced snapshot into the diverse array of experiences Sydney offers visitors and the stars are the city’s welcoming local neighbourhoods, vibrant energy, rich culture and buzzing night-time economy. World class dining, spectacular natural wonders, plus signature icons, beaches, and sunshine also feature, with 30 second and 15 second TV spots created to entice Australian travellers to rediscover and reenergise in the state’s capital.

Minister for Jobs, Investment, Tourism and Western Sydney and Minister for Industry and Trade Stuart Ayres said the new campaign for Sydney sent a strong signal that the city was open for business and ready to welcome back visitors.

“Our Feel New Sydney campaign is inviting everyone back to our beloved city so they can experience it like never before,” Mr Ayres said.

“Sydney is the beating heart of our state and promises our visitors an experience unlike any other with the power to inspire and reinvigorate. Whether it’s Sydney’s world-class restaurants or its glittering coastline, vibrant nightlife or abundant national parks – there is no shortage of ways to feel new in in our city.

“The new Sydney-focused campaign will help us achieve our goals in the Visitor Economy Strategy 2030 by inspiring visitors to come and experience Australia’s only truly global city.”

Designed to be an extension to the recently launched Feel New brand which promotes travel and tourism to NSW, Feel New Sydney is set to a remixed version of the Feel New soundtrack, Nina Simone’s Feeling Good, re-recorded by NSW artist, Azure Ryder, and producer duo Breathe. The spot juxtaposes the city’s culture and nightlife, natural attractions and experiences, and integrates a performance by Bangarra Dance Theatre and scenes from a drag show to showcase a city which entertains and transforms visitors. from dawn to dusk.

Destination NSW Chief Executive Officer Steve Cox said that Feel New Sydney builds on the overarching NSW brand by revealing a unique persona for Sydney.

“Sydney is unlike any other city. It has a cosmopolitan, buzzing heart, full of every kind of cultural attraction and at the same time, a rich offering of natural wonders right on its doorstep to balance the big city experiences. Here you find a sunrise culture and an after dark culture – from dusk to dawn Sydney is alive with things to do. Our new campaign brings that contrast to life perfectly,” Mr Cox said.

Some of Sydney’s top feelings-led experiences depicted in the Feel New Sydney TV creative include:

  • Adventure – the exhilaration of diving through the waves at Freshwater Beach, skating the bowl with locals at Bondi Beach
  • Escape – immersion in nature in Wendy Whiteley’s Secret Garden
  • Connection – having senses sparked by Bangarra Dance Theatre
  • Rejuvenation – the invigoration of feeling the cold sea water on your skin upon diving in for an early morning swim
  • Awe – admiring the beauty of the Sydney Harbour and being captivated by the lighting of the sails at Vivid Sydney,
  • Belonging – reconnecting with family and friends for lunch at The Boathouse Rose Bay
  • Joy – the fun of celebration while watching fireworks over Sydney Harbour and singing the lyrics to your favourite song at a music concert at Carriageworks

Developed in partnership with visitor economy stakeholders, Leo Burnett Australia and Havas Media Australia, Feel New Sydney aims to drive awareness and visitation to the NSW capital and support the NSW Government’s Visitor Economy Strategy (VES) 2030 to make NSW the premier visitor economy of the Asia Pacific, and boost visitor expenditure by $65 billion.

Feel New Sydney will be in-market from 1 December 2021 to 24 December 2021 through broadcast TV, cinema, catch-up TV, print and digital display. The campaign roll out will be supported by a range of marketing and public relations activity, including a partnership with Universal Music to release Feeling Good by Azure Ryder, the music track featured in the Feel New and Feel New Sydney TV ads, via direct streaming platforms including Spotify and YouTube.

View the Feel New Sydney campaign here, and Sydney.com for travel inspiration and itineraries to make you #FeelNewSydney. 


Abbie Wheeler – 0439 003 042 abbie.wheeler@dnsw.com.au
Emma Reyes - 0424 425 813 emma.reyes@dnsw.com.au 


Media Assets:  

Click HERE to listen to Feeling Good by Azure Ryder.  
Click HERE to watch the Feel New Sydney 30 sec TV spot. 
Click HERE to watch the Azure Ryder 15 sec teaser video.   
Click HERE to download key assets.  

About Destination NSW  

Destination NSW is the lead NSW Government agency for the State’s tourism and major events industry and is responsible for devising and implementing strategies to grow the State’s visitor economy. Our particular focus is driving tourism and acquiring and developing major sporting and cultural events for Sydney and regional NSW. In addition, Destination NSW is the major investor in Business Events Sydney (BESydney) with the aim of securing more international conventions, incentive travel reward programs, corporate events and exhibitions. 

About Azure Ryder 

Singer-songwriter Azure Ryder burst onto the music scene in early 2020 with the release of her debut EP ‘Running with the Wolves’. The release came off the back of a cosmic connection to being represented by Tap music management, after a chance meeting at a music festival. Her second EP, ‘Crazy With The Light’, followed later that year. For her debut releases, Azure received plaudits on these shores from the likes of the BBC, Sunday Times, Notion, BBC Radio 1, and triple j. Her debut single, ‘Dizzy’, peaked as the most played track on Australia’s triple j. Ryder later received this same honour on ‘Some Kind Of Love’, the lead single from her recently released third EP ‘Ladder to the Moon’. December 2020 saw her make her debut live shows, selling out four shows in Sydney. With only three EP’s under her belt, Azure has already amassed over 32 million global streams  


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