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Feeling New in Sydney has never felt – or sounded – so good

If you’ve just got back from an adventure where the Wi-Fi was a sketchy as that Christmas jumper you were gifted last year, maybe you haven’t seen or heard the Feel New Sydney campaign? Or maybe, like us, you’ve not only seen and heard it, but have been humming the theme tune in the shower, in the car, at work (sorry, boss), and in your sleep.

If you’ve just got back from an adventure where the Wi-Fi was a sketchy as that Christmas jumper you were gifted last year, maybe you haven’t seen or heard the Feel New Sydney campaign? Or maybe, like us, you’ve not only seen and heard it, but have been humming the theme tune in the shower, in the car, at work (sorry, boss), and in your sleep.

Destination NSW, in partnership with Australian singer-songwriter Azure Ryder, has officially launched her Feeling Good cover song. Can we get an “ooooh yeah”? The launch is a celebration of the success of their Feel New Sydney campaign, and it’s available on all streaming platforms for your listening pleasure.

No denying it, we’re feeling both good and new at this news!

Azure Ryder’s cover of the classic 1965 Nina Simone original has the kind of soul you’d expect from a Sydney-sider. Rich, melodic, soothing, and deeply familiar all at once, “Feeling Good” hasn’t just evoked a sense that Sydney is back and ready for visitors; it’s inspired enquiries, bookings, and a sense of hope that has been devoid the past 20-or-so months.

Time to feel new in Sydney

The Feel New Sydney campaign has been a roaring success, inviting the country back to its iconic monuments, top-notch restaurants, vibrant nightlife, glistening coastline, and lush national parks. Even our top tips to reclaim your travel mojo in NSW was the Karryon hit of the week when we released it six weeks ago. New South Wales has never been short of new ways to feel new, and no pandemic can quell the desire to rediscover something wonderful during a visit.

With the Feel New Sydney ad proving both a teaser and an earworm, it’s no wonder everyone has been calling for the release of Azure Ryder’s Nina Simone cover. Ryder’s ability to captivate the vibrant sides of Sydney through her rendition is not luck or chance.

Beachside, Bondi Beach. Image credit: Destination NSW
Beachside, Bondi Beach. Image credit: Destination NSW

“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. 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.”

After lockdowns, state border closures, and months of uncertainty, the Feel New campaign says, “we’re back”. It supports Destination NSW’s desire to drive awareness and visitation to the NSW capital and the longer-term 2030 goal of making New South Wales the premier visitor economy of the Asia Pacific region. A welcome set of goals, as everyone wins when these kinds of targets – including boosting visitor expenditure to $65 billion – are met.

Watch a replay of the Feel New Sydney campaign here, and if you’re loving Azure’s upbeat vibes, follow her on InstagramSpotify and Facebook

Head here to activate the earworm and listen to the full track right this very second. Be warned, though, you’ll be Feeling Good all day once you do!

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