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Destination NSW launches ‘Feel New’ tourism campaign

‘Feel New’ concept seen as key to government’s strategy to grow visitation

With lockdowns now a thing of the past and borders steadily reopening, Destination NSW has chosen the moment to unveil a new campaign designed to promote travel and tourism to the state.

A showcase of the unique attributes that set New South Wales apart from other destinations, the ‘Feel New’ campaign is seen as a key pillar of the state government’s Visitor Economy Strategy.

That strategy aims to position NSW as the Asia-Pacific’s premier visitor economy, in the process contributing $65 billion in visitor expenditure by 2030.

Introducing the new campaign, NSW Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres, said ‘Feel New’ sums up everything he loves about the 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,” he said.

“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.

“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.”

“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.”

Destination NSW CEO, 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,” he said.

“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.

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.

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. while phase 2 of the ‘Feel New’ campaign will roll out from February 2022.

‘Feel New’ campaign clips can be viewed at Feel New 60 second TV spot, Feel Joy film and Feel Free film.


Mike Parker-Brown

Mike Parker-Brown is a UK-trained and qualified journalist and an award-winning travel communicator with more than 30 years experience. Since 2002, Mike has worked as a freelance writer and PR consultant providing his services to major organisations in Australia and internationally in the tourism, aviation, hospitality, recruitment and export marketing sectors.

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