Destination NSW Launches Spectacular “Feel New” Campaign Via Leo Burnett & Havas Media
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.
Campaign credits
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
Please login with linkedin to comment
Ad campaigns Andy Ferguson Catherine Edghill destination marketing Destination NSW Feel New James Walker-Smith Leo Burnett Leo Burnett Australia Nick Kavanagh Steve Cox Tourism CampaignLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.