Destination NSW Launch Emotionally Charged “Feel New” Film Series Via Leo Burnett And Havas Media
The NSW Government has amplified the brand promise of its new tourism campaign, Feel New, launching a series of emotionally charged films exploring the feelings of visitors to NSW, via Leo Burnett and Havas Media.
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.
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,” Ayres said.
“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.”
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.
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,” Walker-Smith said.
“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 CEO, 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,” Cox said.
The film series is the latest in the Feel New campaign. Find out more about the original campaign HERE and the Feel New Sydney campaign HERE.
Destination NSW Feel New Campaign Credits
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 Sound & Composition: SongZu Music Publishing Licence: Music Mill Music Supervision: Media Arts LawyersLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.