NSW Government launches emotive film series part of ‘Feel New’ campaign via Leo Burnett

The NSW Government has amplified the brand promise of its new tourism campaign ‘Feel New’ via Leo Burnett Australia, launching a series of emotionally charged films exploring individual feelings experienced by travellers to NSW, which energise visitors like nowhere else.

 

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 – reaffirming NSW’s position as the feel-good state.

Developed by Destination NSW in association with Leo Burnett Australia, the Feelings Films align with the overarching 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.

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.

“NSW offers diverse and compelling destinations and experiences unique to our State. From the vibrant 24-hour culture of Sydney to the incredible natural beauty of our regions, NSW’s tourism offering is unmatched.

“We know visitors now want more than a checklist of things to see. They want experiences that inspire, amaze and revitalise, and this film series taps into those powerful feelings, showcasing the lasting emotional benefits a trip to NSW will have.

“This is a new and innovative approach for tourism marketing in Australia, exploring fresh territory that is richly emotive and connects with audiences on a personal level.

“Our NSW Visitor Economy Strategy 2030 outlines a very clear goal to be the premier visitor economy of the Asia Pacific. A key pillar to achieving this is aligning the NSW brand with visitors’ expectations and these seven powerful films succeed in that.”

Leo Burnett general manager, James Walker-Smith said that the Feel New strategy sets NSW apart from other competitor states and gives NSW a distinct advantage when targeting travel intenders: “We know brands that have the greatest impact are those which connect with their audiences on an emotional level. Destination NSW has really shifted its approach when it comes to how they promote the state, moving from being a destination brand, which is where many travel brands continue to operate, into the culture brand space. By creating a brand which is feelings-led, they’ve created a brand for the future that at the same time, is the ultimate antidote for the world right now.

“It’s not often brands will make such a dramatic shift to their marketing strategy, and we really commend Destination NSW for making the leap.”

Extensions of scenes from the Feel New TV spot have been reimagined in the seven Feeling Films, with each aligning to a single hero feeling. Vast and eclectic NSW landscapes and cultural encounters feature in the campaign extension, with each film featuring a bespoke remix of the official Feel New soundtrack, “Feeling Good”, which was re-imagined by Azure Ryder to make the audience feel the emotional experience that the film represents.

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.”

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
Music and Sound – Song Zu
Composer – Lance Gurisik
Sound Design – Abby Sie
Sound Producer – Meg Drummond
Music Publishing Licence: Music Mill
Music Supervision: Media Arts Lawyers