Energetic Tourism Campaign for New South Wales Promises to Make You 'Feel New'

The benefits and transformative powers of feeling have long been the subject of research reports and medical studies. The experience of travel is not only beneficial to our wellbeing, but even the act of travel planning makes us happier.

These truths are at the heart of the new tourism campaign launched today by the NSW Government via Destination NSW to promote travel to and within the State. ‘Feel New’ is a compelling campaign promise that shines the spotlight on the many emotions visitors feel when experiencing the diverse people, places and events the state has to offer, to energise visitors like nowhere else.

Minister for jobs, investment, tourism and Western Sydney, and minister for trade and industry Stuart Ayres said now was a critical time to market NSW as the feel-good state.

“This campaign sums up all the things I love about our State. It invites 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,” Mr Ayres said.

“We know NSW offers diverse and compelling destinations and experiences like nowhere else. From the vibrant 24-hour culture of Sydney, Australia’s only global city, to the unique experiences provided by our regions, NSW’s tourism offering is unmatched.”

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.

Developed in partnership with visitor economy stakeholders, Leo Burnett Australia and Havas Media Australia, ‘Feel New’ will debut in the Australian market on 24 October 2021. Vast and eclectic NSW landscapes and cultural encounters will feature as part of the new brand creative, which includes a 60-second, 30-second and 15-second TV spot.

The TV spot features Nina Simone’s 1965 track, ‘Feeling Good’, re-recorded by NSW artist, Azure Ryder, and producer duo Breathe, as well as a performance by Bangarra Dance Theatre. Additionally, a series of seven ‘Feel’ films will be released as part of the campaign, each exploring some of the individual feelings a visit to NSW can provide to travellers.

Destination NSW chief executive officer, Steve Cox said that ‘Feel New’ brought a fresh new approach to the marketing agency’s strategy to grow visitation and visitor spend.

"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,” Mr Cox said.

“I am inspired and transformed every time I take a trip in NSW – these rich, emotional benefits are what we all crave and are seeking in our lives. ‘Feel New’ was informed by this consumer desire but founded on the endless feelings the State gives you when you visit.

“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,” Mr Cox said.

Leo Burnett general manager, James Walker-Smith said that NSW’s new campaign offered the ultimate antidote to the current times and praised the NSW Government for its new brand direction.

“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,” Walker-Smith said.

Leo Burnett executive creative director, Andy Ferguson said that bringing ‘Feel New’ to life was an exciting yet challenging opportunity. “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?” Ferguson said.

Havas Media Group head of integrated strategy and planning Nick Kavanagh said that the ambition to make NSW the destination of choice drove the development of the campaign’s media strategy.

“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,” Kavanagh said.

Havas Media Group business director Catherine Edghill added that the campaign launch will be spearheaded by high impact channels to drive awareness.

“From an implementation standpoint the campaign will run across TV, BVOD, YouTube, Social and Print to kick start with a bumper launch week. The launch period will see First Impression BVOD takeovers, 60 second spots in premium TV programming and everything from Facebook Reels to YouTube Mastheads. Our heavy screens strategy will be measured through incremental reach studies, search uplift, brand health metrics and ROI for the state," Edghill said.

Phase one of the campaign will commence on 24 October 2021, with broadcast advertising, digital media, including video on demand and subscription TV, media partnerships, public relations and trade activity. A complementary recovery plan will launch on 14 November. Phase 2 of the 'Feel New’ campaign will roll out from February 2022.