Australia’s borders are reopening, and so too are the floodgates of tourism marketing.
To capture the post-COVID traveller, destination marketers need to connect with consumers on a personal level, offering reprieve from these wild times we find ourselves in.
Now more than ever Aussies are realising the excitement and the ease of holidaying in their own state and have been pleasantly surprised by just how abundant Australia is with awesome natural wonders and captivating cultural experiences.
Destination NSW’s latest campaign, ‘Feel New’, taps into this phenomenon and amplifies the connection New South Welshmen feel with their home state by appealing directly to feelings; inviting them to feel joy, adventure, awe and rejuvenation when travelling in NSW.
Debuting as a TV commercial and a series of ‘feel’ films earlier this month, the campaign has already created quite a buzz among some of the industry’s biggest players.
“The campaign is exciting; it’s a real breath of fresh air and will help NSW people rediscover and our own state,” said Angus Barned, executive officer of NSW Wine Industry Association.
“It brings the story of freedom and the story of happiness– about getting together with your friends and seeing the countryside. I think it’s enjoyable and exciting and it brings us all together.”
The TV spot is a feast for the senses – we watch visitors float through tranquil waters, lose themselves in a performance by Bangarra Dance Theatre, and get caught in a summer thunderstorm.
NSW artist Azure Ryder and producer duo Breathe tie the spectacular imagery together with a sensual rendition of Nina Simone’s 1965 track, ‘Feeling Good’.
“We can forget that NSW does have it all,” said Naomi Simson, founder of RedBalloon and Big Red Group; two companies that preach the value of experiences over material goods.
“It made me feel really proud and it also inspired me. I felt a number of different things as I watched the different versions, but one that really underpins it all is excitement and adventure. And the excitement of looking forward to an adventure.”
Developed in partnership with Leo Burnett Australia and Havas Media Australia, Feel New is part of the state government’s Visitor Economy Strategy 2030 which was launched by Minister for Tourism Stuart Ayres in January to rebuild the state’s visitor economy and grow it to $65 billion by 2030.
