Destination NSW has launched the State’s first new brand campaign in over a decade, promising tourists a collision of natural wonders and vibrant cultures.
Chief Executive Officer of Destination NSW, Steve Cox said the Feel New campaign revealed the unique attributes of NSW and brought a fresh approach to the State’s tourism strategy by connecting with people on a personal level.
“By linking the abundance of natural wonders and vibrant culture with the rich emotional benefits Sydney and NSW offer, Feel New is a conscious shift from traditional destination marketing,” Mr Cox said.
“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.”
Mr Cox said Feel New would inform all of Destination NSW’s marketing activity moving forward, including an upcoming tactical campaign focused on supporting the recovery of the visitor economy in the aftermath of COVID-19.
“Feel New is a brand platform for NSW for the long term,” he said.
Mr Cox said the campaign featured a TV spot and would be supported by a series of seven ‘Feel’ films, each exploring some of the individual feelings a visit to NSW could evoke in travellers.
He said the Feel films highlighted the feelings of adventure, escape, connection, rejuvenation, awe, belonging and joy.
Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres said the campaign invited 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”.
Destination NSW’s 60-second TV spot (with sound) can be accessed on this PS News link.
