Destination NSW launches ‘Feel New Sydney’ campaign via Havas Media & Leo Burnett

Destination NSW has launched a brand new campaign, ‘Feel New Sydney’, to drive travel and tourism within the domestic market.

The campaign 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 roll-out 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.

The ‘Feel New Sydney’ campaign aims to provide a fast-paced snapshot into the array of experiences Sydney offers visitors, 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,” 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 restaurants or its glittering coastline, vibrant nightlife or abundant national parks – there is no shortage of ways to feel new in in our city.

“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,” he added.

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.

Destination NSW chief executive officer, Steve Cox, commented: “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.”

Developed in partnership with visitor economy stakeholders, Leo Burnett Australia and Havas Media Australia, the campaign 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 a surf 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,” he 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 build on the NSW Feel New brand position.

Kavanagh said: “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; it’s 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,” he added.


Client: Destination NSW
General Manager Consumer Marketing: Kathryn Illy
Director – Marketing: Sonia McIvor
Associate Brand Director: Bohdi Lewis
Director – Content & Creative Services: Bronwen Gwynn-Jones

Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Fergusson
Creative Director: Adrian Ely
Creative Director: Nigel Clark
Design Director: Jason Cooper
Head of Brand Strategy and Innovation: Dan Pankraz
Strategy Director: Abbie Dubin-Rhodin
Connections Strategist: Alex Nel
General Manager: James Walker-Smith
Group Business Director: Gemma Cox
Head of Production: Adrian Jung
Integrated Producer: Michelle Browne

Media Agency: Havas Media Group Australia
Head of Integrated Strategy and Planning: Nick Kavanagh
Group Business Director: Catherine Edghill
Brand Strategy: Host/Havas

Film Production: Jared Knecht / FINCH
Photography: Mark Clinton / Photoplay
Post Production: Arc Edit / Atticus / The Mill
Sound & Composition: SongZu
Music Publishing Licence: Music Mill
Music Supervision: Media Arts Lawyers


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