Sydney Harbour Bridge, SydneyCredit: Destination NSW
Morning sun rising over Sydney Harbour.
#feelsydney #feelnsw
Note to editors: download assets via the Content Package link above.
Feel New Sydney TVC - 30 Seconds Credit: Destination NSW
Feel New Sydney TVC - 30 Seconds
#feelsydney #feelnsw
Feel New Sydney TVC - 30 Seconds Credit: Destination NSW
Feel New Sydney TVC - 30 Seconds
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.
Feel New Sydney VNR Credit: Destination NSW
00:05 - 00:52 - Hon. Stuart Ayres MP, Minister for Tourism, 00:52 - 01:42 - Azure Ryder, Australian singer-songwriter, 01:42 - 02:17 - 30 seconds Feel New Sydney spot, 02:17 - 02:37 - 15 seconds Feel New Sydney spot
#feelsydney #feelnsw
Feel New Sydney VNR Credit: Destination NSW
00:05 - 00:52 - Hon. Stuart Ayres MP, Minister for Tourism, 00:52 - 01:42 - Azure Ryder, Australian singer-songwriter, 01:42 - 02:17 - 30 seconds Feel New Sydney spot, 02:17 - 02:37 - 15 seconds Feel New Sydney spot
Beachside, Bondi Beach Credit: Destination NSW
Beachside, Bondi Beach. For media use only in Australian markets to promote NSW.
#feelsydney #feelnsw
Beachside, Bondi Beach Credit: Destination NSW
Beachside, Bondi Beach. For media use only in Australian markets to promote NSW.
Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres said that now is the opportune time for Sydney to be put in the spotlight and reaffirm its position as Australia’s number one visitor state.
“Sydney is open to the world and ready to welcome all travellers with open arms, and in turn, promises to offer experiences that have the power to transform and renew every traveller who visits to our capital,” said Mr Ayres.
“Sydney is the beating heart of our state. Here you find diverse visitor experiences which can’t be found anywhere else in the country - a cosmopolitan city buzz, thriving night-time experience plus exhilarating events and productions, unrivalled coastline, multicultural neighbourhoods, a spectacular Harbour, National Parks and of course, globally recognised icons.”
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.
The Boathouse Rose Bay, Sydney Credit: Destination NSW
The Boathouse Rose Bay, Sydney.For media use only in Australian markets to promote NSW.
#feelsydney #feelnsw
The Boathouse Rose Bay, Sydney Credit: Destination NSW
The Boathouse Rose Bay, Sydney.For media use only in Australian markets to promote NSW.
Skate Park, Bondi Beach Credit: Destination NSW
Skate Park, Bondi Beach.For media use only in Australian markets to promote NSW.
#feelsydney #feelnsw
Skate Park, Bondi Beach Credit: Destination NSW
Skate Park, Bondi Beach.For media use only in Australian markets to promote NSW.
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.
More News
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