NSW Government launches new tourism campaign via Leo Burnett to make us ‘feel new’
Launched today by the NSW Government via Destination NSW to promote travel to and within the State, ‘Feel New’, via Leo Burnett and Havas Media, shines the spotlight on the many emotions visitors feel when experiencing the diverse people, places and events the state has to offer, to energise visitors like nowhere else.
Vast and eclectic NSW landscapes and cultural encounters features as part of the new brand creative, which includes a 60-second, 30-second and 15-second TV spot.
The TV spot features Nina Simone’s 1965 track, ‘Feeling Good’, re-recorded by NSW artist, Azure Ryder, and producer duo Breathe, as well as a performance by Bangarra Dance Theatre. Additionally, a series of seven ‘Feel’ films will be released as part of the campaign, each exploring some of the individual feelings a visit to NSW can provide to travellers.
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 as the feel-good state: “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.”
By linking the abundance of natural wonders and vibrant culture with the rich emotional benefits Sydney and NSW offer, ‘Feel New’ is a conscious shift from traditional destination marketing.
Destination NSW Chief Executive Officer, Steve Cox said that ‘Feel New’ brought a fresh new approach to the marketing agency’s strategy to grow visitation and visitor spend: “As humans, we know that when we take a break, we feel better. We feel energised and renewed, and we are happier, not only when we are enjoying that break but also once we return to our regular lives – the holiday high stays with us.
“I am inspired and transformed every time I take a trip in NSW – these rich, emotional benefits are what we all crave and are seeking in our lives. ‘Feel New’ was informed by this consumer desire but founded on the endless feelings the State gives you when you visit. The ‘Feel New’ positioning will inform all Destination NSW’s marketing activity moving forward, including an upcoming tactical campaign focused on supporting the recovery of the NSW visitor recovery in the aftermath of COVID-19.
“‘Feel New’ is a brand platform for NSW for the long term. Other campaigns will be developed to work within this brand framework, such as our upcoming recovery campaign, which will launch in November to drive conversion to support tourism recovery, but it will lean in and support the ‘Feel New’ message and position.”
Leo Burnett General Manager, James Walker-Smith said that NSW’s new campaign offered the ultimate antidote to the current times and praised the NSW Government for its new brand direction: “We’re extremely proud of the partnership we’ve built with Destination NSW. We’ve built an ambitious brand platform that is the first time NSW and Sydney have been brought together under one, holistic idea. Feeling new is something that we all can relate to, and we’re delighted to be bringing this work into the world as we all start to look beyond the narrow horizons of lockdown. We’re all ready to ‘Feel New’ and there is no better place to do that than in NSW.”
Adds Leo Burnett Executive Creative Director, Andy Ferguson: “NSW is a uniquely diverse place. A collision of culture and nature. Of bustling city and wilderness. That’s what makes it so special, but it also makes it a challenge to promote. So, rather than leading with activities and destinations, we focussed on the myriad of feelings you’ll experience on a trip to NSW. The films, imagery and experiences are all designed to immerse the audience in what it truly feels like for a visitor to this great state. Because, if you really get under the skin of NSW, you can’t help but ‘Feel New’. And right now, who wouldn’t want that?”
Havas Media Group Head of Integrated Strategy and Planning Nick Kavanagh said that the ambition to make NSW the destination of choice drove the development of the campaign’s media strategy: “Our ambition for New South Wales is to make it the travel destination of choice. In doing this we have sought to deeply embed our communications in culture; spanning everything from a highly sophisticated multi-screen planning approach to innovative partnerships that will highlight all the attributes that make this state such an incredible place to visit.”
Havas Media Group Business Director Catherine Edghill added that the campaign launch will be spearheaded by high impact channels to drive awareness: “From an implementation standpoint the campaign will run across TV, BVOD, YouTube, Social and Print to kick start with a bumper launch week. The launch period will see First Impression BVOD takeovers, 60 second spots in premium TV programming and everything from Facebook Reels to YouTube Mastheads. Our heavy screens strategy will be measured through incremental reach studies, search uplift, brand health metrics and ROI for the state.”
Phase one of the campaign consists of broadcast advertising, digital media, including video on demand and subscription TV, media partnerships, public relations and trade activity. A complementary recovery plan will launch on 14 November. Phase 2 of the ‘Feel New’ campaign will roll out from February 2022.
Creative Agency: Leo Burnett Australia
Chief Creative Officer: Jason Williams
Executive Creative Director: Andy Ferguson
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: Lucy Appleyard / 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
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
24 Comments
Nothing about these feels new. Nicely shot but does nothing for me
Well done to all involved. Loving the craft.
I’ve never really travelled through much of NSW despite living here most of my life, now feels like a pretty good time to correct that.
Nice sentiment given the shit we’ve all been through. Particularly Melbourne!!
Easy on the eyes. The 30’s are good but I feel the 60 is ruined by the cheesy vo.
The music on the Free and Joy films is superb.
Finally, something forward looking and positive. Lets be real for once and recognise that this is work that real humans, not jaded ad folks, will love. p.s. the 30’s are beaut.
More montage wallpaper and mediocre performances
craft on these is top notch.
OK idea, OK pics, but poor execution. Nothing immersive about this, zero feeling.
Glad to see that my comment elicited nothing other than petty (and hilariously incorrect) jokes, talk about feelings, and sanctimonious explanations about why I should feel bad. Goes to show that woke-washing only works when the audience can’t reply.
Marketers are so used to talking down to people, they have nothing but shit jokes and hurt feelings when someone actually questions their intentions.
Sad, really.
Lol.
Goes to show ad land can’t handle being held accountable. They just prefer to sit nameless in their offices and lob middle-class metropolitan moralistic causes at Australia.
Utterly divorced from reality, and just hastening the industry’s demise.
Was I meant to feel something? I felt nothing. It could’ve been great but it all kinda falls flat and rests on the laurels of tropes that I’ve seen a thousand times before (and executed a thousand times better.)
i’d hate to sound sanctimonious, because we all know that’s the worst thing I could be, so I’ll just say this. That was a whole lot of words to tell the world you’re racist. Would’ve thought someone in marketing could have said that without all the fluff.
And if you really think you’re making a good argument, maybe you and your mate can attach your names to these comments.
Ahaha.
Again. No argument. No retort. Not a single counter-point. Just calling me racist because I state a fact about Australia’s demographics.
Why would I add my name? Knowing the Stalinist types that fester in this industry (see: yourself) I imagine I would get excommunicated simply for raising a voice against the absurd woke-wash push to skew media with a middle-class idealist dream utopia narrative. As opposed to, oh, let’s say, reality.
Drop your email. Or a burner email. I’ll happily continue this conversation.
Ah, but therein lies the problem. They have no spine.
Bloody fab to see very traditionally ‘safe’ Gov brands start to take a leap into the 21st century with more diversity in casting. Heard this shoot was a monster. Well done to everyone that worked on it. Its got heaps of feeling.
This Kool Aid tastes delicious!
Proud to put this work into the world. Proud of helping contribute to the growth of the NSW visitor economy. Proud of the team that delivered it. And while we thought it went without saying, based on these comments I am even more proud of the casting and reflection of the state that isn’t in the bubble of adland. Happy to put my name to this comment and talk to anyone who would like to discuss our choices any day – just call me.
I know we’ve been locked inside because of a certain premier dithering and trying to play ‘cool Mum’ but honestly, why the hate? It’s well shot. Ownable platform. And the fact they got the NSW government to do something without a kickback or ICAC scandal speaks volumes. Well done and Leo’s, great work is either loved or hated, mediocre is ignored.
Smells like research
Tough Brief.
Looks contemporary & modern. Well done to all involved.
Post Production: The Mill
A USA Company when there is 8 awesome post companies to choose from right here and keep the money at home.
What a marketing miss step.
I’d hate news.com to get onto that. Very embarrassing stuff.
Ah, that’s why it looked so good.