Feel New campaign showcases a cultural shift in marketing NSW tourism

30 March 2022

Creative Agency: Leo Burnett Sydney
Media Agency: Havas Worldwide Australia

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Explore the intricate wonders of NSW and feel new

Feel New, a government supported campaign, is launching a series of emotionally charged films exploring individual feelings experienced by travellers to NSW.

Produced by tourism and major events agency, Destination NSW, the films shine a spotlight on seven feelings most sought after by consumers: joy, connection, freedom, awe, rejuvenation, belonging and adventure.

Minister for enterprise, investment and trade, minister for tourism and sport, and minister for Western Sydney Stuart Ayres said the time was right to take a more emotive-led approach to marketing the NSW visitor economy.

“The Feel New film series captures 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 again,” Ayres said.

Developed by Destination NSW in association with Leo Burnett Australia, the Feelings Films align with the Feel New brand, developed to differentiate NSW from other destinations by focusing on its collision of unique and diverse nature and cultural offerings, which energise travellers long after their visit ends.

Destination NSW chief executive officer, Steve Cox, said the Feel New film series continued the fresh new approach to the tourism and major event agency’s strategy for promoting NSW.

“The strategic thinking behind Feel New was to tap into this consumer desire to feel; to build an enduring creative platform to market and promote NSW through its many and varied cultural and natural experiences, which are powerfully captured in these films,” said Cox.


Client: Destination NSW
General Manager Consumer Marketing: Kathryn Illy
Director, Brand Strategy & Customer Experience: Bohdi Lewis

Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Fergusson
Creative Directors: Adrian Ely & 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 Group Australia
Head of Integrated Strategy and Planning: Nick Kavanagh
Group Business Director: Catherine Edghill
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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