A series of seven ‘Feel’ films will be released as part of the ‘Feel New’ campaign that promotes the multitude of natural and cultural experiences available in New South Wales.
Each film will explore the feelings a visit to the state can give travellers, including joy, connection, freedom, awe, rejuvenation, belonging and adventure.
The campaign was launched by the NSW government and developed in partnership with advertising agencies Leo Burnett Australia and Havas Media Australia.
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NSW minister for tourism 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,” Mr Ayres said.
“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.”
Featuring 60-second, 30-second and 15-second TV spots, digital media, media partnerships, public relations and trade activity, ‘Feel New’ links the natural wonders and vibrant culture with the emotional benefits both Sydney and NSW offer.
Read: Hilarious campaign targets travellers ‘under the social influence’
The stunning feature film features Nina Simone’s 1965 track, Feeling Good, rerecorded by NSW artist Azure Ryder and producer duo Breathe, as well as a performance by Bangarra Dance Theatre.
A complimentary recovery plan will launch on 14 November. Phase two of the ‘Feel New’ campaign will roll out from February 2022.
What do you think of the campaign? What comes to mind when you think NSW? Share your thoughts in the comments section below.
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