Destination NSW launches new campaign showcasing Sydney’s ‘unexpected’
Destination NSW has launched a new campaign showcasing Sydney “like you’ve never felt” before, drawing inspiration from experiences you might only hear about from locals. Kathryn Illy, general manager of consumer marketing, gave Mumbrella an inside look.
The campaign hopes to show there is more to Sydney beyond the postcard attractions, as recent research from The Lab found that travellers think Sydney doesn’t have much else to offer: once they’ve seen the icons — the Harbour, the Opera House and the Bridge — there’s nothing else special about the city.
That’s what the latest iteration of Destination NSW’s ‘Feel New’ platform aims to change.
