The Destination NSW brand campaign, FEEL NEW, was launched in 2022. The campaign introduced the state’s new visitor brand and was designed to unify Sydney and regional NSW, bringing to life all the diverse feelings in the state that combine to make visitors feel new.
Destination Southern NSW has identified that destination marketing outcomes could be greatly enhanced should stakeholders build a strong and enduring alignment with
the FEEL NEW visitor brand and future DNSW marketing campaigns.
The project aims to align the brand positioning of each of the Destination Southern NSW sub-regions (Snowies, Southern Tablelands and South Coast) as closely as
possible with the Destination NSW FEEL NEW visitor brand. Subsequently, a marketing toolkit will be developed for each sub-region to assist all industry in developing tourism experiences and marketing to visitors. All sub-region tourism stakeholders including direct tourism operators, retail and hospitality businesses,
Councils, Local Aboriginal Land Councils, and arts and cultural groups, will benefit through:
- Improving their approach to developing and marketing visitor experiences that better align with their sub-region positioning.
- Improving alignment to the FEEL NEW visitor brand to leverage Destination NSW co-operative marketing opportunities and campaigns.
Read the full Project Brief here.