Destination NSW Launches $ 10 Million Campaign to Promote Post-Pandemic Travel

The New South Wales government has unveiled a new tourism campaign to inspire residents and visitors to the state to explore its regions and attractions.

Launched on Sunday, the ‘Feel New’ campaign is the largest tourism marketing venture undertaken by the Government of New South Wales, through its agency Destination NSW, in the past decade and will be broadcast at the television, in print, on outdoor billboards and on social media.

Developed by Destination NSW in consultation with stakeholders in the state’s visitor economy, the campaign showcases the natural environment and cultural experiences on offer in Sydney and New South Wales.

Informing that the campaign aims to accelerate the recovery of the economy of visitors to NSW after successive years of hardship through drought, bushfires, floods and the COVID-19 pandemic, NSW Premier Dominic Perrottet said during the campaign launch, “the ‘Feel New’ campaign is a key pillar of the New South Wales Government’s Visitor Economy Strategy 2030, which aims to make New Wales a South Asia-Pacific’s largest visitor economy.

“For those of us fortunate enough to live here, NSW sells itself, but for those wishing to come here for a first visit or a return visit, it will be impossible to resist this campaign. Investing now in great marketing sends the message that we are on the way to becoming the tourism capital of our region.

NSW Employment, Investment, Tourism and Western Sydney Minister and Trade and Industry Minister Stuart Ayres said now is a critical time to market NSW, adding that ” this campaign sums up everything I love about our state. It invites everyone to come out and enjoy the beauty and wonders of NSW and promises a return to the excitement and adventure we all need to feel new.

“We know that NSW offers diverse and fascinating destinations and experiences like nowhere else. From the vibrant 24-hour culture of Sydney, Australia’s only global city, to the unique experiences our regions offer, NSW’s tourism offering is unmatched.

A series of seven “Feel” films will be released as part of the campaign, each exploring the feelings that a visit to NSW can bring to travelers, including joy, connection, freedom, awe, rejuvenation. , belonging and adventure.

Ads pay less attention to well-known landmarks such as the Harbor Bridge and the Opera House and feature more natural experiences.

The campaign’s release precedes residents of Greater Sydney allowed to travel to areas on vacation from November 1, and Victorian residents who are vaccinated are welcomed back to New South Wales.

It also follows the NSW government’s announcement last week of a $ 500 million tourism stimulus package that will allow residents to receive $ 50 accommodation vouchers for a stay and a rediscovery.

The Stay and Rediscovery Vouchers will work like the Dine and Discover program, allowing residents to receive $ 50 off accommodations, including hotels, trailer parks and campgrounds.

Click here for more information on the Stay and Rediscover program.

Main image courtesy of Destination NSW.

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