NSW’s new tourism campaign, ‘Feel New’, is an open invitation for 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.
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.
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, as part of the campaign, a series of seven ‘Feel’ films will be released each exploring some of the individual feelings a visit to NSW can provide to travellers; including joy, connection, freedom, awe, rejuvenation, belonging and adventure.
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 complimentary recovery plan will launch on 14 November. Phase 2 of the ‘Feel New’ campaign will roll out from February 2022.
View the Destination NSW ‘Feel New’ campaign Feel New 60 second TV spot, Feel Joy film and Feel Free film, and visitnsw.com for travel inspiration and itineraries to make you #feelNSW.
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