Destination NSW has launched a new campaign over the weekend to promote the state’s natural and cultural experiences.
Featuring 60-second, 30-second and 15-second TV spots, digital media, including video on demand and subscription TV, media partnerships, public relations and trade activity, the ‘Feel New’ campaign made its debut on Sunday.
The stunning feature film 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.
A series of seven ‘Feel’ films will be released as part of the campaign, each exploring the feelings a visit to NSW can give travellers, including joy, connection, freedom, awe, rejuvenation, belonging and adventure.
The campaign was launched by the NSW government and was developed in partnership with Leo Burnett Australia and Havas Media Australia.
Destination NSW chief executive Steve Cox said 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,” he said.
“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.”
Leo Burnett general manager James Walker-Smith said the 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.”
Leo Burnett executive creative director Andy Ferguson said that bringing Feel New to life was an exciting yet challenging opportunity.
“NSW is a uniquely diverse place. A collision of culture and nature. Of bustling city and wilderness,” he said.
“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?” Ferguson said.
Havas Media’s group head of integrated strategy and planning, Nick Kavanagh, said the ambition to make NSW the destination of choice drove the development of the campaign’s media strategy.
“Our ambition for NSW is to make it the travel destination of choice,” he said.
“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’s 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 kickstart with a bumper launch week,” she said.
“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.”
Cox said 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,” he said.
“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.”
A complimentary recovery plan will launch on 14 November. Phase two of the Feel New campaign will roll out from February 2022.
Client: Destination NSW
General manager of consumer marketing: Kathryn Illy
Director of marketing: Sonia McIvor
Associate brand director: Bohdi Lewis
Director of content and creative services: Bronwen Gwynn-Jones
Creative agency: Leo Burnett Australia
Chief creative officer: Jason Williams
Executive creative director: Andy Ferguson
Creative directors: Adrian Ely and 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 producers: Lucy Appleyard and Michelle Browne
Media agency: Havas Media Australia
Group 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 and composition: SongZu
Music publishing Licence: Music Mill
Music supervision: Media Arts Lawyers
Featured image source: Destination NSW