Destination NSW has launched a new brand campaign showing there’s much more of the state to discover beyond the postcard attractions
Research 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 icons, Sydney doesn’t offer anything significantly different from other cities.
The next chapter of Destination NSW’s Feel New platform, 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.
The campaign spotlights the Harbour City’s infinite range of experiences – the kind 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.
Destination NSW has partnered with six NSW Icons of Culture for the campaign – 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), ARIA-winning musician Budjerah and chef Dan Hong.
Each icon has curated their own personal itinerary, offering visitors a fresh, feeling-led way to experience the city, whether it’s the energy of an early-morning harbour kayak with Jess Fox or taking in the beauty of the Hawkesbury River and freshly picked oysters on a Sydney Oyster Tour with Dan Hong.
Steve Kamper, Minister for Tourism said: “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 CEO Karen Jones said: “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 said: “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,” she added.
The next chapter of the Feel New campaign will be rolled out across social, digital, TV, out of home and radio in regional NSW, South-East Queensland and Victoria from 1 June to 30 August 2025.
The TV films feature cameo appearances from the six Icons of Culture as well as a range of experiences from dining at Saint Peter to snorkelling the Great Southern Reef and taking in the city from above with Sydney Heli Tours.