Sydney has always been a shining jewel in NSW’s diverse and expansive tourism offering and from December 1, Australia’s premier state will become the focus of its own dedicated brand campaign, Feel New Sydney, to drive travel and tourism within the domestic market. Feel New Sydney provides a fast-paced snapshot into the diverse array of experiences Sydney offers visitors and the stars are the city’s welcoming local neighbourhoods, vibrant energy, rich culture and buzzing night-time economy. World-class dining, spectacular natural wonders, plus signature icons, beaches, and sunshine also feature, with 30 second and 15 second TV spots created to entice Australian travellers to rediscover and re-energise in the state’s capital.
Minister for Jobs, Investment, Tourism and Western Sydney and Minister for Industry and Trade Stuart Ayres said the new campaign for Sydney sent a strong signal that the city was open for business and ready to welcome back visitors.
“Our Feel New Sydney campaign is inviting everyone back to our beloved city so they can experience it like never before,” Mr Ayres said.
“Sydney is the beating heart of our state and promises our visitors an experience unlike any other with the power to inspire and reinvigorate. Whether it’s Sydney’s world-class
“The new Sydney-focused campaign will help us achieve our goals in the Visitor Economy Strategy 2030 by inspiring visitors to come and experience Australia’s only truly global city.”
Designed to be an extension to the recently launched Feel New brand which promotes travel and tourism to NSW, Feel New Sydney is set to a remixed version of the Feel New soundtrack, Nina Simone’s Feeling Good, re-recorded by NSW artist, Azure Ryder, and producer duo Breathe. The spot juxtaposes the city’s culture and nightlife, natural attractions and experiences, and integrates a performance by Bangarra Dance Theatre and scenes from a drag show to showcase a city that entertains and transforms visitors.
Destination NSW Chief Executive Officer Steve Cox said that Feel New Sydney builds on the overarching NSW brand by revealing a unique persona for Sydney.
“Sydney is unlike any other city. It has a cosmopolitan, buzzing heart, full of every kind of cultural attraction and at the same time, a rich offering of natural wonders right on its doorstep to balance the big city experiences. Here you find a sunrise culture and an after-dark culture – from dusk to dawn Sydney is alive with things to do. Our new campaign brings that contrast to life perfectly,” Mr Cox said.
Some of Sydney’s top feelings-led experiences depicted in the Feel New Sydney TV creative include:
- Adventure – the exhilaration of diving through the waves at Freshwater Beach, skating the bowl with locals at Bondi Beach
- Escape – immersion in nature in Wendy Whiteley’s Secret Garden
- Connection – having senses sparked by Bangarra Dance Theatre
- Rejuvenation – the invigoration of feeling the cold seawater on your skin upon diving in for an early morning swim
- Awe – admiring the beauty of the Sydney Harbour and being captivated by the lighting of the sails at Vivid Sydney
- Belonging – reconnecting with family and friends for lunch at The Boathouse Rose Bay
- Joy – the fun of celebration while watching fireworks over Sydney Harbour and singing the lyrics to your favourite song at a music concert at Carriageworks
Developed in partnership with visitor economy stakeholders, Leo Burnett Australia and Havas Media Australia, Feel New Sydney aims to drive awareness and visitation to the NSW capital and support the NSW Government’s Visitor Economy Strategy (VES) 2030 to make NSW the premier visitor economy of the Asia Pacific, and boost visitor expenditure by $65 billion.
Leo Burnett General Manager, James Walker-Smith said that the new Sydney campaign presented the state’s capital in an exciting and fresh way that would appeal to locals and visitors.
“Our second chapter in the Feel New campaign sets out to firmly position Sydney as a place packed full of opportunities to feel re-energised after a period of restrictions and limited experiences. From feeling refreshed by surfing in the morning to feeling the energy of live music and theatre and the simple feeling of reconnection with friends and family at an outstanding restaurant, we wanted to bring to life the incredible diversity of feelings you can experience in Sydney and our Feel New platform enables us to do just that,” Mr Walker-Smith said.
Havas Media Group Head of Integrated Strategy and Planning Nick Kavanagh said the media approach was geared to reasserting Sydney’s dominance in the Australian market and building on the NSW Feel New brand position.
“As the beating heart of this incredible state, it was essential that in developing a strategic approach we were able to clearly and succinctly land Sydney’s key point of difference vs our competitors; its diversity and vibrancy. The subsequent media experience we developed with Destination NSW and our agency partners was driven by this sense of dynamism and variety and provides the perfect next chapter in the state’s Feel New narrative,” Mr Kavanagh said.
Feel New Sydney will be in-market from 1 December 2021 to 24 December 2021 through broadcast TV, cinema, catch-up TV, print and digital display. The campaign rollout will be supported by a range of marketing and public relations activities, including a partnership with Universal Music to release Feeling Good by Azure Ryder, the music track featured in the Feel New and Feel New Sydney TV ads, via direct streaming platforms including Spotify and YouTube.
View the Feel New Sydney campaign here, and Sydney.com for travel inspiration and itineraries to make you #FeelNewSydney.
.jpg){kind=tracking}