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The NSW Government unveiled its new tourism campaign, ‘Feel New’, on Monday night with a special event for the NSW travel and tourism industry at the Sydney Opera House.
Developed by Destination NSW in consultation with the state’s visitor economy stakeholders, the ‘Feel New’ campaign showcases the abundant natural wonders and vibrant cultural experiences on offer across Sydney and NSW which energise visitors like nowhere else.
Industry stakeholders joined Minister for Jobs, Investment, Tourism and Western Sydney, and Minister for Trade and Industry Stuart Ayres and Destination CEO  Steve Cox to celebrate the new brand and compelling campaign, which is set to turbo charge recovery and differentiate NSW from the rest of Australia.
Matthew Doyle welcomed guests with an Opening Ceremony in front of a larger-then-life Feel New installation, before leading guests inside the Sydney Opera House Drama Theatre, for a Welcome to Country by Margret Campbell.
Stars of the new campaign creative, Bangarra Dance Theatre, captivated guests inside the Drama Theatre, but it was their collaboration with NSW singer-songwriter Azure Ryder, who re-recorded Nina Simone’s 1965 track, Feeling Good for the Feel New campaign with producer duo Breathe, that really stole the show with Bangarra and Azure performing together for the first time.
Following the formalities, guests were welcomed to the Western Foyer and Portside Terrace where they watched the sun set over Sydney Harbour as Azure performed her own music, while enjoying a selection of NSW’s food and wine producers, featuring desserts from Sydney pastry queen, Anna Polyviou.
Special guests included Destination NSW Chairman Christine McLoughlin, Destination NSW Board Members The Hon George Souris AM, Rod McGeoch AM, Rebekah Horne and Anne Loverage, TTF CEO Margy Osmond, Justin Hemmes, 24-Hour Night Time Economy Commissioner Michael Rodrigues, Sydney Mardi Gras’s Albert Kruger, David and Libby Koch, Colin Fassnidge, Hayden Quinn, James Tobin, Tim Robards, David Whitehill and Jessica Ridley who was MC for the evening.