Destination NSW’s latest brand campaign makes Sydney the star

Chris Pash
By Chris Pash | 1 December 2021

Sydney is now the star of its own spin-off marketing creative, Feel New Sydney, a TV spot designed to entice travellers to rediscover and re-energise in the NSW capital.

Designed as an extension to the Feel New NSW brand, the Feel New Sydney creative is set to a remixed version of the Feel New soundtrack – Nina Simone’s Feeling Good, recorded by emerging NSW singer/songwriter Azure Ryder.

The spot juxtaposes the city’s culture and nightlife, with its natural attractions and experiences, showcasing a city which entertains and transforms visitors from dawn to dusk.

Feel New Sydney will be in-market from today to December 24 through broadcast TV, cinema, catch-up TV, print and digital display.

The campaign roll out will be supported by a range of marketing and public relations activity, 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.

Destination NSW CEO Steve Cox said that Feel New Sydney builds on the overarching NSW brand by revealing a unique persona for Sydney.

“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,” Cox said.

Leo Burnett GM James Walker-Smith: “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 head of integrated strategy and planning Nick Kavanagh: “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." 

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 Fergusson
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: Michelle Browne
Media Agency: Havas Media Group 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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