Destination NSW has morphed its “Feel New” New South Wales tourism campaign into “Feel New Sydney” via Leo Burnett and Havas Media.

Its “Feel New Sydney” campaign comes with a dedicated Sydney TV ad, creative and music release to welcome all to the state’s beating heart.

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.
“Feel New Sydney” is set to a remixed version of the Feel New soundtrack, Nina Simone’s Feeling Good, re-recorded by NSW artist, Azure Ryder, and producer duo Breathe.

The city-focused campaign provides a fast-paced snapshot into the diverse array of experiences Sydney offers and aims to capture the vibrant energy and rich culture.

World-class dining, spectacular natural wonders, plus signature icons, beaches, and sunshine also feature, with 30 second and 15 second TV spots created to entice Australian travellers to rediscover and re-energise in the state’s capital.

It’s a combination of all the big and beautiful things about Sydney and all the small and special things.

Minister for jobs, investment, tourism and Western Sydney, and minister for industry and trade, Stuart Ayres said: “Our Feel New Sydney campaign is inviting everyone back to our beloved city so they can experience it like never before.

“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 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.”

Destination NSW’s chief executive officer, Steve Cox, said: “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.”

Leo Burnett’s general manager, James Walker-Smith said: “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.”

Havas Media Group’s head of integrated strategy and planning, Nick 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.”

The campaign rollout 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.