Launched by the NSW Government via Destination NSW, the ‘Feel New’ tourism campaign invites one and all to come and ‘feel new’ in New South Wales.
The campaign showcases the unique attributes of NSW and 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.
“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,” said Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres.
“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.
“We know NSW offers diverse and compelling destinations and experiences like nowhere else. 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 Chief Executive Officer Steve Cox says ‘Feel New’ brings 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.”
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, 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.
Some of the state’s top feelings-led experiences highlighted in the TV creative include:
- Adventure – Abseiling down Empress Falls in the Blue Mountains, skiing the back country in the Snowy Mountains or kayaking through untouched waterways in Bellingen.
- Escape – getting a change of scene on a road trip and camping adventure in Outback NSW or exploring Red Cedar Falls in Dorrigo National Park.
- Connection – Having senses sparked by Bangarra Dance Theatre or walking on country and learning about bush tucker with an Aboriginal guide.
- Rejuvenation – the invigoration of feeling the cold sea water on your skin upon diving in for an early morning swim at Mahon Ocean Pool.
- Awe – admiring the beauty of the Harbour on a ferry ride across Sydney Harbour, riding horseback in Jindabyne or taking in the lunar-like landscape of Mungo National Park.
- Belonging – being part of the audience at a drag show or partying like the night will never end while watching fireworks light up the skies over Darling Harbour.
- Joy – the exhilaration of surfing at Freshwater Beach on Sydney’s Northern Beaches or being caught in a summer thunderstorm.
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 2021. Phase 2 of the ‘Feel New’ campaign will roll out from February 2022.
