Destination NSW launches $10 million campaign promoting post-pandemic travel

The NSW Government has unveiled a new tourism campaign to entice residents and visitors to the state to experience its regions and attractions.

Launched on Sunday, the 'Feel New' campaign is the largest tourism marketing venture undertaken by the NSW Government, through its Destination NSW agency, has entered in the last decade and will be seen on TV, print, outdoor billboards and social media.

Developed by Destination NSW in consultation with the state’s visitor economy stakeholders, the campaign showcases the natural environment and cultural experiences on offer across Sydney and NSW.

Advising that the campaign aims to accelerate the recovery of the NSW visitor economy following successive years of hardship through drought, bushfires, floods and the COVID-19 pandemic, NSW Premier, Dominic Perrottet stated at the campaign launch “the ‘Feel New’ campaign is a key pillar of the NSW Government’s Visitor Economy Strategy 2030, which aims to make NSW the premier visitor economy of the Asia Pacific.

“For those of us who are lucky enough to live here, NSW sells itself, but for people wanting to come here for a first or return visit this campaign will be impossible to resist. Investing now in great marketing sends the message that we are on track to be the tourism capital of our region.”

NSW 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, adding “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

“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.”

A series of seven ‘Feel’ films will be released as part of the campaign, each exploring the feelings a visit to NSW can give travellers, including joy, connection, freedom, awe, rejuvenation, belonging and adventure.

The advertisements put less attention on well-known landmarks such as the Harbour Bridge and Opera House and showcase more natural experiences.

The release of the campaign precedes residents from Greater Sydney being allowed, as of 1st November, to travel into the regions for holidays and Victorian residents who are vaccinated being welcomed back to NSW.

It also follows last week’s announcement by the NSW Government of a $500 million tourism recovery package that will see residents receive $50 Stay and Rediscover accommodation vouchers.

The Stay and Rediscovery vouchers will work like the Dine and Discover scheme, allowing residents to receive $50 off accommodation including hotels, caravan parks and camping grounds.

Click here for more information on the Stay and Rediscover scheme.

Main image courtesy of Destination NSW.