Loading

NSW launches ‘Feel New’ tourism campaign

Mahon Ocean Pool, Maroubra, SydneyCREDIT: Destination NSW

A sunrise swim at Mahon Ocean Pool, Maroubra. For media use only in Australian markets to promote NSW.

#feelnsw

NSW launches ‘Feel
New’ tourism campaign

Mahon Ocean Pool, Maroubra, Sydney CREDIT: Destination NSW

A sunrise swim at Mahon Ocean Pool, Maroubra. For media use only in Australian markets to promote NSW.

#feelnsw

Hashtags #feelnsw

Feel NSW 60 second commercial CREDIT: Destination NSW

Welcome to NSW. Discover new experiences, and feel energised again. The 60-second Feel New commercial immerses viewers in some of NSW’s most diverse experiences.

#feelnsw

Feel NSW 60 second commercial CREDIT: Destination NSW

Welcome to NSW. Discover new experiences, and feel energised again. The 60-second Feel New commercial immerses viewers in some of NSW’s most diverse experiences.

#feelnsw

Riverside Walk, Bellingen CREDIT: Destination NSW

Exploring hidden waterways in Bellingen. For media use only in Australian markets to promote NSW.

#feelnsw

Riverside Walk, Bellingen CREDIT: Destination NSW

Exploring hidden waterways in Bellingen. For media use only in Australian markets to promote NSW.

#feelnsw

NSW’s new tourism campaign is an open invitation to all to come and feel new in NSW and be transformed by the myriad of energising benefits the state offers visitors.

“Feel New” is the compelling promise of New South Wales’ new tourism campaign unveiled today to promote travel and tourism to the state. Connecting the abundance of natural wonders and vibrant culture available in NSW, the campaign is inspired by the rich emotional benefits Sydney and NSW offer to energise its visitors like nowhere else.

Launched by the NSW Government via Destination NSW, ‘Feel New’ reveals the unique attributes of NSW that set it apart from other destinations. It is a key pillar of the NSW Government’s Visitor Economy Strategy (VES) 2030, which aims to make NSW the premier visitor economy of the Asia Pacific, contributing $65 billion in visitor expenditure by 2030.

NSW Tourism Brand Launch Media VNR CREDIT: Destination NSW

NSW Tourism Brand Launch Media VNR

#feelNSW

NSW Tourism Brand Launch Media VNR CREDIT: Destination NSW

NSW Tourism Brand Launch Media VNR

#feelNSW

Ferry Ride, Sydney CREDIT: Destination NSW

A couple on a ferry ride on the harbour, Sydney. For media use only in Australian markets to promote NSW.

#feelnsw

Ferry Ride, Sydney CREDIT: Destination NSW

A couple on a ferry ride on the harbour, Sydney. For media use only in Australian markets to promote NSW.

#feelnsw

Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres said now was a critical time to market NSW as the feel-good state.

“NSW offers dynamic and diverse destinations and visitor experiences like nowhere else. From the outback to the mountains, to the city and the coast, this unmatched offering and the energising impact it has on us is what draws travellers here every year.

“This campaign sums up all the things I love about our State. It invites everyone to get out and appreciate the beauty and wonder of NSW and promises a return to the excitement and adventure that we all need to feel new again,” Mr Ayres said.

“We know NSW offers diverse and compelling destinations and experiences like nowhere else. From the vibrant 24-hour culture of Sydney, Australia’s only global city, to the unique experiences provided by our regions, NSW’s tourism offering is unmatched.”

30-Second Feel Film – Joy CREDIT: Destination NSW

Welcome to NSW, a place to feel joy, feel new again

#feelnew

30-Second Feel Film – Joy CREDIT: Destination NSW

Welcome to NSW, a place to feel joy, feel new again

#feelnew

Drag Performance, Sydney CREDIT: Destination NSW

A drag performance lights up the stage, Sydney. For media use only in Australian markets to promote NSW.

#feelnsw

Drag Performance, Sydney CREDIT: Destination NSW

A drag performance lights up the stage, Sydney. For media use only in Australian markets to promote NSW.

#feelnsw

Destination NSW Chief Executive Officer Steve Cox said that ‘Feel New’ brought a fresh, new approach to the NSW Government’s strategy to grow visitation, connecting with people on a personal level.

"As humans, we know that when we take a break, we feel better. We feel energised and renewed, and we are happier, not only when we are enjoying that break but also once we return to our regular lives – the holiday high stays with us.

“I am inspired and transformed every time I take a trip in NSW – these rich, emotional benefits are what we all crave and are seeking in our lives. ‘Feel New’ was informed by this consumer desire but founded on the endless feelings the state gives you when you visit,” Mr Cox said.

Developed in partnership with visitor economy stakeholders, Leo Burnett Australia and Havas Media Australia, ‘Feel New’ will debut in the Australian market on 24 October 2021. Vast and eclectic NSW landscapes and cultural encounters will feature as part of the new brand creative, which includes a 60-second, 30-second and 15-second TV spot.

The TV spot features Nina Simone’s 1965 track, ‘Feeling Good’, re-recorded by NSW artist, Azure Ryder, and producer duo Breathe, as well as a performance by Bangarra Dance Theatre. Additionally, a series of seven ‘Feel’ films will be released as part of the campaign, each exploring some of the individual feelings a visit to NSW can provide to travellers.

30-second Feel Film - Free CREDIT: Destination NSW

Welcome to NSW, a place to feel free, feel new again.

#feelnew

30-second Feel Film - Free CREDIT: Destination NSW

Welcome to NSW, a place to feel free, feel new again.

#feelnew

Surfing, Freshwater Beach, Sydney CREDIT: Destination NSW

Surfing at Freshwater Beach, Northern Beaches, Sydney. For media use only in Australian markets to promote NSW.

#feelnsw

Surfing, Freshwater Beach, Sydney CREDIT: Destination NSW

Surfing at Freshwater Beach, Northern Beaches, Sydney. For media use only in Australian markets to promote NSW.

#feelnsw

Some of the state's top feelings-led experiences highlighted in the TV creative include:

  • Adventure – Abseiling down Empress Falls in the Blue Mountains, skiing the back country in the Snowy Mountains or kayaking through untouched waterways in Bellingen.
  • Escape – getting a change of scene on a road trip and camping adventure in Outback NSW or exploring Red Cedar Falls in Dorrigo National Park
  • Connection – Having senses sparked by Bangarra Dance Theatre or walking on country and learning about bush tucker with an Aboriginal guide.
  • Rejuvenation – the invigoration of feeling the cold sea water on your skin upon diving in for an early morning swim at Mahon Ocean Pool.
  • Awe – admiring the beauty of the Harbour on a ferry ride across Sydney Harbour, riding horseback in Jindabyne or taking in the lunar-like landscape of Mungo National Park.
  • Belonging – being part of the audience at a drag show or partying like the night will never end while watching fireworks light up the skies over Darling Harbour.
  • Joy – the exhilaration of surfing at Freshwater Beach on Sydney’s Northern Beaches or being caught in a summer thunderstorm.

Phase one of the campaign will commence with broadcast advertising, digital media, including video on demand and subscription TV, media partnerships, public relations and trade activity. A complementary recovery plan will launch on 14 November. Phase 2 of the 'Feel New’ campaign will roll out from February 2022.

MORE INSPIRATIONAL STORIES

MORE NEWS

ALL ASSETS FROM THE DESTINATION NSW MEDIA CENTRE ARE FOR EDITORIAL USAGE ONLY AND MUST BE USED IN ACCORDANCE WITH OUR TERMS AND CONDITIONS.


For all non-editorial usage, please
visit the Destination NSW Content Library.

REGISTER
NOW

Access assets curated for media and content creators.

For all non-editorial usage, please
visit the Destination NSW Content Library.

Already have an account?

Permission Request


Destination NSW wants to access your Destination NSW Media Centre account.


This application will:

  • View your basic account information
  • View your email address
  • View your phone number, if provided
  • View your street address, if provided
  • View basic information about your organization, if provided
  • View your site usage
  • View your asset download activity

This access will help Destination NSW manage copyright owner rights, provide you with digital assets, keep you updated with new information and improve your user experience.


Do you agree to allow this access? If yes, click the REGISTER button.


You can unsubscribe at any time.

Permission Request

Destination NSW wants to review your registration for your Destination NSW Media Centre account.

This review will:

  • View your basic account information
  • View your email address
  • View your basic information about your organisation, if provided
  • View your site usage
  • View your asset download activity

This will assist Destination NSW manage copyright owner rights, provide you with digital assets, keep you updated with new information and improve your user experience.


By clicking REGISTER, you agree that you have read and agree to the TERMS & CONDITIONS and Destination NSW's PRIVACY POLICY


You can unsubscribe at any time.