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
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.
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.
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
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.
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
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.
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.
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.
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.
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Vivid Sydney 2024Credit: Destination NSW
The 'Nest' installation at the Stargazer Lawn, Barangaroo during Vivid 2024. Artist: Leila Jeffreys & Melvin J. Montalban. An expansive circular structure welcomes you to bear witness to the ritualistic mating dance of the Brolga, one of only two species of crane native to Australia. Projected onto a transparent surface, the huge bird apparitions appear to float in the air and are visible from both out and inside the Nest.
#feelnewsydney #vividsydney
Calling All Dreamers: Vivid Sydney Wants You
Vivid Sydney 2024 Credit: Destination NSW
#feelnewsydney #vividsydney
Vivid Sydney, the Southern Hemisphere’s largest multi-artform festival, is calling on the best creative minds to submit ideas for next year’s event.
Vivid Sydney 2025 will take place from Friday 23 May to Saturday 14 June 2025, with a program centred around the theme of Vivid Sydney, Dream.
Artists, musicians, thought leaders and food creatives are encouraged to submit Expressions of Interest (EOI) for the opportunity to be part of Australia’s largest event and showcase their work to a mass audience across the festival pillars of Light, Music, Ideas and Food.
Destination NSW CEO Steve Cox said: “Since 2009, Vivid Sydney has grown to become Sydney’s vibrant cultural showpiece, driving significant visitation to Sydney and regional NSW and positioning our state as the arts and creative industries capital of the Asia Pacific.
“Vivid Sydney is more than a light show, it is Sydney’s living legacy that captures imaginations and shares with visitors and locals alike the very best talent from our creative, entertainment and hospitality industries.
“I encourage the brightest talents to join Destination NSW in creating an event that elevates the Harbour City as the Asia Pacific’s leader in world-class cultural experiences.”
Vivid Sydney 2024 Credit: Destination NSW
Patrons enjoying a night out at Machine Hall during Vivid 2024
#feelnewsydney #vividsydney
Vivid Sydney 2024 Credit: Destination NSW
Patrons enjoying a night out at Machine Hall during Vivid 2024
Vivid Sydney Festival Director Gill Minervini said: “Vivid Sydney 2025 is pushing the creative boundaries across our theme of “Dream” to deliver another unforgettable global celebration.
“Dreaming is something we all do. It’s as old as time and as universal as life itself. Dreams don’t discriminate – they are borderless, ageless and endless. They can be personal or public. When shared, our dreams can become a movement. They can inspire, motivate, spark excitement and connection.
“The whole world dreams, it is something we have in common, something that unites us. Our human story is embedded in dreams, they help explain our existence and our past.
“We want the very best in homegrown talent to be part of our vibrant Vivid Sydney event program, with a unique opportunity to foster community connection, spark imagination and showcase the multitude of ways creativity can enrich our lives.
“Each year Vivid Sydney aims to deliver unparalleled artistic brilliance and we look forward to welcoming the inspirations within our community that will help shape Vivid Sydney 2025 into a show-stopping cultural phenomenon.”
The Vivid Sydney EOI outlines opportunities for artists, designers, creative industry professionals, equipment suppliers, architects, engineers, promoters, restaurants, event companies, chefs, producers and educational institutions to present their ideas, designs, concepts and interest for inclusion in the annual event.
Light and Cross Art Form EOIs will close on Monday 2 September 2024 with Ideas, Music and Food closing on Friday 27 September 2024.
This year’s Vivid Sydney attracted 2.42 million attendees, making it the third largest on record. Highlights included a record-breaking opening night and the busiest single night in the festival’s history on Sunday 9 June.
While Vivid Sydney 2024 attracted millions of people from across Australia and the globe, it also had a profound impact on the creative minds who helped bring the event to life, including Sydney’s retail, hospitality and accommodation sectors.
Vivid Sydney 2024 Credit: Destination NSW
Shifting Perspectives at Walsh Bay Arts Precinct for Vivid Ideas during Vivid Sydney 2024
#feelnewsydney #vividsydney
Vivid Sydney 2024 Credit: Destination NSW
Shifting Perspectives at Walsh Bay Arts Precinct for Vivid Ideas during Vivid Sydney 2024
Leila Jeffreys the artist behind popular Vivid Light 2024 installation Nest said: “Thank you to Festival Director Gill Minervini and all at Vivid Sydney for giving me and my artistic collaborator Melvin J. Montalban the opportunity to create art on a scale that we could not have achieved on our own.
“I visited Nest many times throughout the festival and was always moved to see people from all walks of life and ages stand together to witness the courtship dance of the Brolga, a moment where we all felt the link between the natural world and the human journey.”
Tekno Train creator and composer Paul Mac said: “When I set out to create Tekno Train I wanted to make an experience that fused my love of techno and trains with lights and to share this joy with as many people as possible. The positive reactions I have received from people on the train, as well as the drivers, guards, and random folks on social media has absolutely blown me away.
“Vivid Sydney 2024 has been an unexpected career highlight, and I am forever grateful to everyone who helped bring this together.”
Club Broadway MC & Music Producer DJ Dan Murphy said: “Bringing our Club Broadway show to a Vivid Sydney audience has been an absolute joy. We loved making our show accessible to a whole new audience who love the world of musical theatre.
“Vivid Sydney is such an amazing and important festival for our city, and we were thrilled to be on the program. From old to young, we had them all on the dancefloor for Club Broadway at Tumbalong Park. The night was absolutely magical and a great way to celebrate our community.”
Vivid Sydney 2024 Credit: Destination NSW
Sex Work; A Social History Walking Tour at Elizabeth Bay for Vivid Ideas during Vivid Sydney 2024. This fascinating walking tour is an invitation to see the area and profession in a new light. Led by writer, performer and Kings Cross local Vashti Hughes and the Inner City Legal Centre's Managing Solicitor Katie Green, you will be immersed in the sights, history and contemporary challenges of sex work in Australia's most famous redlight district.
#feelnewsydney #vividsydney
Vivid Sydney 2024 Credit: Destination NSW
Sex Work; A Social History Walking Tour at Elizabeth Bay for Vivid Ideas during Vivid Sydney 2024. This fascinating walking tour is an invitation to see the area and profession in a new light. Led by writer, performer and Kings Cross local Vashti Hughes and the Inner City Legal Centre's Managing Solicitor Katie Green, you will be immersed in the sights, history and contemporary challenges of sex work in Australia's most famous redlight district.
Service and Creative Skills Australia (the Jobs and Skills Council for Arts, Personal Services, Retail, Tourism and Hospitality) CEO Natalie Turmine said: “Vivid Sydney showcases brilliantly our talented and vibrant creative arts, tourism and hospitality workforce, demonstrating the wealth of exciting career opportunities available in this sector.
“Thank you to all the creative artists, technicians, performers, hospitality staff and event organisers for delivering another successful Vivid Sydney.”
Plate it Forward CEO and restaurateur Shaun Christie-David said: “Vivid Sydney shows the diversity of Sydney, shining a positive light on our city, culture and produce. As a social enterprise hospitality group, it was a privilege to partner with Vivid Sydney to bring the 2024 festival theme humanity to life through food. Food is all about sharing, love, respect and community.
“There is so much pride, joy and power that can be found in food, it is a platform to celebrate culture, make meaningful connections and create jobs. Through working with Vivid Food and selling more than 1000 tacos, more than 1500 meals will be donated to community kitchens for people in need.”
Tourism & Transport Forum CEO Margy Osmond said: “Between the lights, the music, the ideas, the food and the incredible vibe…Vivid Sydney has once again delivered a spectacular event for visitors and locals of all ages, with the big winners being local tourism and hospitality operators.”
“The bright lights of Vivid Sydney have showcased first-class hospitality, creativity and our beloved Sydney CBD and Harbour icons to audiences across the globe, demonstrating the value and huge potential of this event and the need to continue investing in world class events.”
Vivid Sydney 2024 Credit: Destination NSW
Couple enjoying the Fire Kitchen at The Goods Line during Vivid 2024. It's back and blazing brighter than ever. Vivid Fire Kitchen returns, igniting its new home at The Goods Line with flame-seared street food from around the globe. Come and enjoy the universal language of BBQ, the best NSW produce and the diversity of Sydney's food scene as we gather round the fire once again.
#feelnewsydney #vividsydney
Vivid Sydney 2024 Credit: Destination NSW
Couple enjoying the Fire Kitchen at The Goods Line during Vivid 2024. It's back and blazing brighter than ever. Vivid Fire Kitchen returns, igniting its new home at The Goods Line with flame-seared street food from around the globe. Come and enjoy the universal language of BBQ, the best NSW produce and the diversity of Sydney's food scene as we gather round the fire once again.
Accommodation Australia’s Michael Johnson said: “Once again, the juggernaut that is Vivid Sydney illuminated the city, shining a light on the beauty and culture of the city.
“Over the course of the event, hotels in the CBD enjoyed 75 per cent occupancy with bookings reaching as high as 90 per cent on weekends. There is no denying major events such as Vivid Sydney, that have the capacity to draw a high level of overnight visitation in the middle of winter, create an incredible boost for the city’s visitor economy.”
Vivid Sydney is owned, managed and produced by Destination NSW, the NSW Government’s tourism and major events agency.
For more information and to submit an Expression of Interest for Vivid Sydney 2025, go to www.vividsydney.com