Discover Ballina - Feel New South Wales Campaign - Toolkit
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Feel New Industry Toolkit The NSW Government and Destination NSW has launched a new tourism campaign to make visitors feel new.

The NSW visitor economy has a whole new feel about it with the NSW Government unveiling a new tourism campaign called ‘Feel New’. Launched by Premier Dominic Perrottet and Minister for Tourism Stuart Ayres, ‘Feel New’ reveals the unique attributes of NSW that distinguish it from other destinations.

Connecting the abundant natural wonders and vibrant culture for which Sydney and NSW are world famous, the game changing campaign inspires a deep emotional connection to our state, with the promise that a trip to NSW will leave visitors feeling reenergised long after they leave.

Premier Dominic Perrottet said the new tourism campaign would accelerate the recovery of the NSW visitor economy following years of hardship through drought, bushfires, floods and the COVID-19 pandemic.
“The ‘Feel New’ campaign is a key pillar of the NSW Government’s Visitor Economy Strategy 2030, which aims to make NSW the premier visitor economy of the Asia Pacific,” Mr Perrottet said. 
“For those of us who are lucky enough to live here, NSW sells itself, but for people wanting to come here for a first or return visit, this campaign will be impossible to resist. Investing now in great marketing sends the message that we are on track to be the tourism capital of our region.”

Minister for Jobs, Investment, Tourism and Western Sydney, and Minister for Trade and Industry Stuart Ayres said now was a critical time to market NSW as the feel-good state.
 “This campaign sums up 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 new again,” Mr Ayres said.
“We know NSW offers diverse and compelling destinations and experiences like nowhere else. From the vibrant 24-hour culture of Sydney, Australia’s only global city, to the unique experiences provided by our regions, NSW’s tourism offering is unmatched.” 

Destination NSW CEO Steve Cox said that ‘Feel New’ brought a fresh, new approach to the NSW Government’s strategy to grow visitation, connecting with people on a personal level.
"As humans, we know that when we take a break, we feel better. 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,” Mr Cox said.

To download the ‘Feel New’ Industry Toolkit, go to Feel New Visitor Brand - Destination NSW.

To access the ‘Feel New’ marketing campaign assets, visit Destination NSW Resource Hub and to view the brand strategy and campaign launch webinar follow this link: Feel New Visitor Brand - Destination NSW

To view the Destination NSW ‘Feel New’ TV ad, click here and for more information and travel inspiration go to to make you #FeelNSW. 

Source: Destination NSW

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