Destination NSW and Azure Ryder explore Sydney icons via Bring Agency

Destination NSW has extended on its ‘Feel New’ brand proposition in a new musical video released by Azure Ryder in collaboration with Destination NSW, Bring Agency and Universal Music Australia.

The music video marks the second phase on the NSW government’s state tourism marketing campaign under the ‘Feel New’ moniker, following the launch of ‘Feel New Sydney’ in December last year. Destination NSW also partnered with Red Balloon in January to promote local tourism experiences under the position ‘Feel New, Renew Yourself’.

The creative features shots of iconic Sydney locations set to singer-songwriter Azure Ryder’s cover of Nina Simone’s classic Feeling Good. The clip showcases the Blue Mountain’s Megalong Valley and Lincoln’s Rock, the atmosphere of late night venue Mary’s Underground in The Rocks, the backdrop of the Sydney Harbour, the CBD Skyline and the top of the Sydney Harbour Bridge.

Minister for Enterprise, Investment and Trade, Minister for Tourism and Sport and Minister for Western Sydney, Stuart Ayres said: “I am delighted with the music video for the soundtrack behind our Feel New campaign. It captures all the things I love about our state. From the vibrant energy of Sydney to the welcoming relaxation of our regions, NSW offers remarkable destinations and experiences that re-energise visitors like nowhere else.

“We are incredibly blessed in NSW to have some of the most spectacular filming backdrops in the world and to have one of our brightest talents in Azure Ryder pay tribute to her home city and state this way highlights what incredible places Sydney and NSW are to live and visit,” he added.

General manager of Bring, Adam Ireland commented: “Azure Ryder perfectly captures the spirit of Nina Simone’s timeless song and working with Destination NSW on this campaign showcasing the diversity within NSW was a gift. In collaboration with the artist and Destination NSW, the iconic Sydney Harbour Bridge played a critical role offering the ultimate stage to create a breathtaking official music video.  The music video and supporting song play a strategic channel for the brand’s visitor economy which BRING and Universal Music Australia will support from launch.”

Azure Ryder added: “This experience that you will see through my music video is one that I grew up my entire life believing in. The importance of what our surroundings can teach us, show us how to feel, and ultimately teach us how to be human. The soul that Nina embodies and speaks of in Feeling Good is the soul that is all around us if we just step out, open our eyes and look up to the beauty and the story written along mountain tops and city pavements. I am grateful to have been a part of telling this narrative alongside the most incredibly talented humans that lifted me to literal heights of my dreams. We know how to exist but along the way I think we have forgotten how to live, so to share this journey with you around the special places I grew up in NSW was really important to me. I hope it encourages people in realising that to feel alive starts with you and the step forward you decide to take, living is right outside your front door and I think we are so lucky to have such magic in the land on our doorstep.”

The video will be shared across organic social media channels for Azure Ryder, Bring, Destination NSW and Universal Music Australia.


Destination NSW
General Manager Consumer Marketing: Kathryn Illy
Director, Brand Strategy and Customer Experience: Bohdi Lewis
Director, PR & Visting Media: Kristy Meudell

Adam Ireland, General Manager
Brooke Pilton; Music Partnerships Director
James Griffiths, Executive Creative Director
James ‘Wilko’ Wilkinson, Creative

Production: Milkmoney
Head of Creative: Ethan McLean
Head of Production: Carrie Williams
Director: Matt Dempsey
DOP: Matty Ower
Additional Filming: Mitch Ayers
Editor: Jamie Rusiti
Producer: Rachel Sheridan
Production Manager: Emma Woodward


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