Sydney, internationally recognisable for its coat hanger style bridge, Opera House and harbour, is now leveraging its other, lesser known, assets to lure Australians back to the city.
A brand campaign, the next chapter in Destination NSW’s Feel New platform launched in 2021, is designed to help locals and visitors reappraise Sydney as a vibrant, surprising and evolving destination.
The target markets is Victoria, Queensland and regional NSW.
The strategic partners are Leo Australia, OMD, Ogilvy, FINCH (film), Rolla (content capture), production partners Photoplay (photography) The Editors (post production) and Otis (sound).
Six local Icons of culture have been brought in to spruik the emerald city: 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.
"Sure, we all know Sydney for its famous harbour, Opera House and beaches,” said Tommy Cehak, executive creative director, Leo Australia.
“But in this latest evolution of the Feel New platform, we look beyond these icons to uncover the incredible collision of nature, culture and wellness that exists here unlike anywhere else.”
Olympian Jess Fox said training and competing has taken her all over the world, but there’s something about being in Sydney that 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,” she saaid.
“This city never ceases to amaze me and I can’t wait to help others discover this side of Sydney too.”
Her personal itinerary features a Sydney Kayak Experience kayak tour, Beyond Skyway in the Blue Mountains and Theo’s Rooftop Bar in Penrith.
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 June 1 to August 30.
The insider itineraries from the NSW Icons of Culture include:
The Inspired Unemployed go on an interactive mystery picnic in the Royal Botanic Garden Sydney, Oz Jet Boating and Stand Up Paddleboard Yoga.
“Growing up on the South Coast we always loved spending time in Sydney and we still do,” said Inspired Unemployed’s Jack Steele. “The beaches are unreal, and the city’s buzzing by 6am.”
Budjerah draws creative inspiration from Sydney’s mix of culture and nature, with hisguide featuring Balloon Aloft in Camden, URBNSURF Sydney and the BridgeClimb Burrawa experience.
“There is something special about Sydney and NSW - the landscapes, the culture, the people. It all had a big influence on my songwriting. Whether it’s a cultural BridgeClimb or sunrise air ballooning, Sydney has a way of making you feel grounded and uplifted all at once and I’m so excited to be part of this campaign to show visitors another side of Sydney,” said Budjerah.
Nedd Brockmann’s itinerary includes Fit City Tours Sydney, Capybara Bathing and dinner at Luc San Restaurant in Potts Point.
“Running has taken me some pretty cool places, but running through Sydney Harbour or Centennial Park in Sydney has to take the cake,” said Brockmann.
“Every day in Sydney is packed with experiences that push you out of your comfort zone in the best way and I’m pumped to show everyone something new to do here.”
Lucinda (Froomes) Price’s guide to Sydney features a Manly Snorkelling Tour, the Sydney Opera House Backstage Tour and dining and drinks at The Ace Hotel in Surry Hills.
“People who think Sydney has no culture?”said Price. “Try again, sweetie. From snorkelling at some of the world’s best beaches to stepping backstage at the Sydney Opera House – we have depth and we certainly have drama. Sydney is always top of the list.”
Dan Hong explores Sydney through flavour, creating a food lovers itinerary with the Local Sauce Chinatown Tour, the State of the Art tour at the Art Gallery of NSW and the Sydney Oyster Farm Tour in the Hawkesbury.
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