Beachside, Bondi BeachCredit: Destination NSW
Beachside, Bondi Beach. For media use only in Australian markets to promote NSW.
#feelnew #feelnewsydney
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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
The NSW Government today unveiled an extension to its Feel New tourism marketing campaign, to drive domestic visitation to the Harbour City.
The Feel New Sydney campaign delivers a fast-paced snapshot of the diverse array of experiences Sydney has to offer, including its vibrant culture, buzzing night-time economy, world-class dining, spectacular natural wonders and signature icons and beaches.
To celebrate the campaign launch, Destination NSW has partnered with Australian singer-songwriter Azure Ryder to release the campaign soundtrack, an evocative cover of Nina Simone’s 1965 hit Feeling Good, via direct streaming platforms including Spotify and YouTube.
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.”
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
Azure Ryder said her recording of Feeling Good paid homage to the many vibrant sides of Sydney and the abundance of the city’s natural wonders and rich culture.
“Sydney has a very special place in my heart - from my time growing up on the Northern Beaches to the city’s thriving arts and culture scene, I’m so excited to be able to release Feeling Good to celebrate everything this incredible state has to offer,” Azure said.
“I’m thrilled to be working with Destination NSW on its new campaign. Sydney is a place I hold close to my heart and I am honoured to be involved to help bring attention to Sydney and NSW by releasing a track that will inspire people to visit and help to reinvigorate businesses across the state.”
For more information on the Feel New tourism marketing campaigns visit www.destinationnsw.com.au/tourism/feel-new-visitor-brand and for travel inspiration go to www.visitnsw.com and www.sydney.com
MEDIA: Claudia Stevenson | 0499 574 053
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Dorothy Smith & Yes Theory, Sydney Credit: Bluesfest
102-year-old visits Sydney and officially completes her seven-continent lifelong dream
#feelnewsydney
Destination NSW has teamed up with the popular YouTube channel Yes Theory, with its impressive 9.2 million subscribers, and Qantas, to fulfil 102-year-old San Franciso local, Dorothy Smith’s lifelong dream of visiting Sydney, Australia, completing her remarkable journey to every continent in the world.
Yes Theory producers Ammar Kandil and Staffan Taylor first met Dorothy in October 2024 when they moved into The Redwoods Retirement Village for 48 hours. Moved by Dorothy’s heartfelt regret of not yet reaching her final frontier, Australia, Ammar and Staffan felt compelled to help her complete this remarkable journey.
Reflecting on her motivation to travel and time in Sydney, Dorothy shared, "Travel is important to me because it’s a big world, and each country is different and has something different to offer; I want to see them all and I don’t want to miss anything!
“I loved visiting Sydney; it’s a beautiful city. The people are charming, the food is good, the scenery is just wonderful, and even the weather is nice! We saw the little koala bears, of course the Sydney Opera House, we went to the Botanic Gardens, and the Museum of Contemporary Art, good restaurants, and the lovely Bondi Beach where we got our feet a little wet and the water was really cold! And the people – they are all so nice, and so friendly!”
Sydney Harbour aerial at dawn Credit: Ethan Rohloff; Destination NSW
Sydney Harbour aerial at dawn featuring Royal Botanic Gardens and Mrs Macquarie's Chair, Sydney CBD and Opera House
#feelnewsydney
Sydney Harbour aerial at dawn Credit: Ethan Rohloff; Destination NSW
Sydney Harbour aerial at dawn featuring Royal Botanic Gardens and Mrs Macquarie's Chair, Sydney CBD and Opera House
Dorothy Smith & Yes Theory, Sydney Credit: Bluesfest
102-year-old visits Sydney and officially completes her seven-continent lifelong dream
#feelnewsydney
Dorothy Smith & Yes Theory, Sydney Credit: Bluesfest
102-year-old visits Sydney and officially completes her seven-continent lifelong dream
A living link to history, Dorothy is more than twice the age of the Sydney Opera House. In 1922, the year she was born, the NSW Government passed the Sydney Harbour Bridge Act, laying the foundation for the construction of the iconic bridge. Today, the Sydney Harbour Bridge stands as a powerful symbol of Australia’s resilience and connection to the world—a fitting backdrop for Dorothy’s own journey of exploration and discovery.
With Qantas’s support, Dorothy embarked on her adventure to Sydney in comfort, and received an exclusive invite to the cock-pit to meet the pilot, before she was warmly welcomed at Sydney Airport with personalised displays and a crowd of Yes Theory fans eager to celebrate her arrival. Her stay at the luxurious Shangri-La Sydney became a “home away from home,” offering Dorothy the chance to wake up to the breathtaking view of the Sydney Opera House—a landmark she had always dreamed of seeing firsthand.
Ammar Kandil, co-founder of Yes Theory, was driven to support her adventure saying, “Dorothy’s story is a powerful reminder that life is meant to be lived to the fullest, and we’re incredibly happy to help her achieve this lifelong dream to visit Sydney and tick of Australia as her seventh and final continent.
“Our mantra is ‘seek discomfort’ and embrace adventure, and Dorothy’s journey truly embodies the spirit of our channel. Her incredible story is set to inspire millions around the world to pursue their own adventures, no matter the obstacles.”
The Rocks, Sydney Credit: Destination NSW
Family exploring The Rocks in Sydney
#feelnewsydney
The Rocks, Sydney Credit: Destination NSW
Family exploring The Rocks in Sydney
Sydney Luxury Cruise, Sydney Credit: Destination NSW
Sydney Luxury Cruises operates on Sydney Harbour exploring the harbour beaches, waterfront mansions and icons.
#feelnewsydney
Sydney Luxury Cruise, Sydney Credit: Destination NSW
Sydney Luxury Cruises operates on Sydney Harbour exploring the harbour beaches, waterfront mansions and icons.
Dorothy’s time in Sydney has been nothing short of iconic, filled with experiences that capture the heart of NSW. Her itinerary included:
- An afternoon cruising on Sydney Harbour, marvelling at the iconic Sydney Harbour Bridge and Sydney Opera House
- An up-close encounter with Australian wildlife at WILD LIFE Sydney Zoo in Darling Harbour, where Dorothy met koalas, and even a kangaroo named Dorothy.
- A tour of the Sydney Opera House adding yet another milestone to her journey.
- A visit to the iconic Bondi Beach, where Dorothy enjoyed splashing her feet in the waves and seeing one of the world’s most famous beaches.
And Dorothy’s secret to a long, healthy life? “You have to exercise, you have to eat lots of fruit and vegetables and stay hydrated. And also, FUN! You have to have fun so you’ll stay healthy, and you can also enjoy 102 years! And if there’s anything else you want to try, go ahead and try it!”
To follow Dorothy’s journey and see Sydney through her remarkable perspective, check out Yes Theory’s latest video at youtube.com/@YesTheory.
For inspiration for your own Sydney adventure, visit sydney.com
Australian Wildlife Tour Credit: WILD LIFE Sydney Zoo
Australian Wildlife Tour at WILD LIFE Sydney Zoo
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Australian Wildlife Tour Credit: WILD LIFE Sydney Zoo
Australian Wildlife Tour at WILD LIFE Sydney Zoo
Bondi Beach, Sydney Credit: Destination NSW
The scenic Bondi coastline in Sydney's Eastern Suburbs.
#feelnewsydney
Bondi Beach, Sydney Credit: Destination NSW
The scenic Bondi coastline in Sydney's Eastern Suburbs.