Destination NSW launches new campaign to promote Sydney beyond its postcard attractions

While Sydney may be one of the most recognisable cities in the world, a new brand campaign launched today by Destination NSW, showcases what lies beyond the postcard attractions. 

The next chapter of Destination NSW’s Feel New platform, in partnership Leo Australia, OMD, Ogilvy Australia, FINCH, Rolla, The Editors, Otis and Photoplay, helps locals and visitors reappraise Sydney as a vibrant, surprising and evolving destination.

Qualitative research undertaken by The Lab has showed that people know Sydney for its incredible icons. But there’s a sense that once travellers have seen the well-known postcard attractions, Sydney doesn’t offer anything significantly different from other cities.

The campaign spotlights the Harbour City’s infinite range of experiences – those you might only hear from a local. It draws inspiration from Sydney’s vibrant culture – particularly as home to the largest Aboriginal population, custodians of the world’s oldest living culture – and its spectacular natural landscapes.

The new campaign promotes a more unexpected side of Sydney with the campaign featuring a group of creatives, tastemakers and trailblazers, who bring a local voice to experiencing Sydney. These include Olympian Jess Fox, comedic duo The Inspired Unemployed, ultra-marathon runner Nedd Brockmann, content mastermind Lucinda Price (aka Froomes pictured top), ARIA-winning musician Budjerah and chef Dan Hong (pictured below).

Each has curated their own personal Sydney itinerary, offering visitors a fresh, feeling-led way to experience the city, from early-morning harbour kayaking with Jess Fox to hot air ballooning over Camden with Budjerah.

NSW Minister for Tourism Steve Kamper notes “Sydney was just ranked as one of Time Out’s top five global cities for culture, but when you ask Australians about Sydney they’ll say “I’ve already seen the Harbour Bridge.”

“What is clear in the research is that our icons alone are not enough to get people to visit and revisit Sydney. We need to do a better job at showcasing all our city has to offer, we need to be more than our icons.

“We have the Blue Mountains, beaches, the Great Southern Reef, and vineyards all within a couple hours. We have world leading restaurants, an exciting blend of food cultures, the largest sporting events and a vibrant arts and music scene.

“We have so much to offer, which is why we are asking Australians to come to Sydney and dive deeper, explore more of what Sydney has to offer.

“There are infinite combinations of experiences on offer, and I think this campaign puts them top of mind for potential visitors.”

Destination NSW Chief Executive Karen Jones adds “Sydney is one of the world’s most recognisable cities – but this campaign invites people to experience it differently. We’re going beyond the icons to show the unexpected and uniquely local side of Sydney that even seasoned travellers may have missed. This is Sydney, as told by those who know and love it best.”

Olympian Jess Fox (pictured above) shared “Training and competing has taken me all over the world, but there’s something about being in Sydney that just feels different. From the harbour to the mountains, there’s an incredible energy here, whether I’m out on the water or exploring the city with friends. This city never ceases to amaze me and I can’t wait to help others discover this side of Sydney too.”

The next chapter of the Feel New campaign is being rolled out across social, digital, TV, out of home and radio in regional NSW, South-East Queensland and Victoria from June to 30th August 2025.

Visit sydney.com   

Images, Credit: Destination NSW