Destination NSW launches new campaign as travel restrictions ease

As NSW opens up to travel, Destination NSW has launched a new campaign titled ‘Feel New’ via Leo Burnett Australia, which is also Destination NSW’s new brand platform.

The campaign debuted yesterday on 24 October and is Phase One of the campaign, with Phase Two anticipated to be released from February 2022.

The 60-second spot features locations across the State, from drag shows to ocean baths to a performance by Bangarra Dance Theatre to the New Year’s Eve fireworks in Sydney Harbour. The spot also features a cover of Nina Simone’s ‘Feeling Good’ by NSW artist, Azure Ryder, and producer duo Breathe.

The campaign also has 30-second and 15-second cuts. Additionally,  a series of seven ‘Feel’ films will be released each exploring individual feelings; including joy, connection, freedom, awe, rejuvenation, belonging and adventure.

Destination NSW CEO Steve Cox said: “As humans, we know that when we take a break, we feel better. 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.

“The ‘Feel New’ positioning will inform all Destination NSW’s marketing activity moving forward, including an upcoming tactical campaign focused on supporting the recovery of the NSW visitor recovery in the aftermath of COVID-19.

“‘Feel New’ is a brand platform for NSW for the long term. Other campaigns will be developed to work within this brand framework, such as our upcoming recovery campaign, which will launch in November to drive conversion to support tourism recovery, but it will lean in and support the ‘Feel New’ message and position.”

Leo Burnett general manager James Walker-Smith commented: “We’re extremely proud of the partnership we’ve built with Destination NSW. We’ve built an ambitious brand platform that is the first time NSW and Sydney have been brought together under one, holistic idea. Feeling new is something that we all can relate to, and we’re delighted to be bringing this work into the world as we all start to look beyond the narrow horizons of lockdown. We’re all ready to ‘Feel New’ and there is no better place to do that than in NSW.”

Leo Burnett executive creative director, Andy Ferguson, said: “NSW is a uniquely diverse place. A collision of culture and nature. Of bustling city and wilderness. That’s what makes it so special, but it also makes it a challenge to promote. So, rather than leading with activities and destinations, we focussed on the myriad of feelings you’ll experience on a trip to NSW. The films, imagery and experiences are all designed to immerse the audience in what it truly feels like for a visitor to this great state. Because, if you really get under the skin of NSW, you can’t help but ‘Feel New’. And right now, who wouldn’t want that?”

Havas Media Group head of integrated strategy and planning, Nick Kavanagh, added: “Our ambition for New South Wales is to make it the travel destination of choice. In doing this we have sought to deeply embed our communications in culture; spanning everything from a highly sophisticated multi-screen planning approach to innovative partnerships that will highlight all the attributes that make this state such an incredible place to visit.”

The campaign will be on TV, BVOD, YouTube, social and print.

The campaign also had two 30-second spots titled ‘Feel Joy’ and ‘Feel Free’, which can be seen below.

It is the first major campaign under Destination NSW’s general manager consumer marketing, Kathryn Illy, who joined in May this year.


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 Ferguson
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: Lucy Appleyard / Michelle Browne

Media Agency: Havas Media 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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