Consumer marketing & PR

Consumer marketing encompasses marketing, partnerships, public relations and visiting media, content and creative services and the design studio to support the vision of making NSW the premier visitor economy of the Asia Pacific.


The Consumer Marketing division's role at Destination NSW is to increase awareness, consideration and conversion of Sydney and regional NSW as visitor destinations via a range of marketing communications.

The Consumer Marketing umbrella encompasses the Brand Strategy and Customer Experience; Partnerships and International Markets; Public Relations, Influencers and Visiting Media; Digital Centre of Excellence; and Content and Creative Services teams. Each team aims to support the vision of making NSW the premier destination of the Asia Pacific.

There are several ways the visitor economy industry can engage and leverage Destination NSW’s consumer marketing activities. Find out more below.

Marketing opportunities

Become an advocate of the Feel New visitor brand

‘Feel New’ is the New South Wales visitor brand underpinning Destination NSW’s marketing activity across Sydney and regional NSW. The Feel New brand unifies Sydney and regional NSW by demonstrating the collision of diverse natural wonders and vibrant culture available that energises visitors in every way. Destination NSW has developed a toolkit and resource hub about the Feel New visitor brand, which provides further information on how it can be used in your marketing to attract visitors to your destination or experience. Find out about the Feel New visitor brand.

Leverage campaign messaging

Destination NSW implements major marketing campaigns across key markets to drive awareness, consideration and bookings to Sydney and regional NSW to domestic and international audiences. Find out more about our campaigns here.

Tap into public relations

Create a free listing on ATDW

The Australian Tourism Data Warehouse (ATDW) is Australia’s most up-to-date tourism online database. By creating an ATDW listing free of charge, you can showcase your tourism products on Destination NSW’s consumer websites. Doing this can help you tap into more than 1.5 million potential customers a month, both domestic and international. Find more information on how to create or update an ADTW listing here.

Access free images, videos and editorial content

The Destination NSW Content Library houses a collection of inspiring images, videos and editorial content showcasing destinations and experiences across Sydney and regional NSW. The tourism industry, travel media, government agencies and select commercial partners can access this range of free assets to promote NSW as a travel destination.

There are more than 45,000 assets (photos, video and editorial copy) covering NSW destinations, experiences and events in both city and regional locations.

Register for the Content Library to search and download these ready-to-use digital files. All assets must be used in accordance with the Terms & Conditions.

Engage on social media

Use the hashtags #FeelNSW and #FeelNewSydney in your social posts. The Destination NSW social team monitor these hashtags to find content they can repost to @visitnsw and @sydney followers. Content is always credited and has the potential to drive leads back to businesses.

Stay connected

Subscribe to Destination NSW’s Insights newsletter to receive the latest NSW visitor economy news emailed to you each week. Follow and connect with us via our corporate LinkedIn account.

PR Influencers & Visiting Media

Destination NSW’s PR, Influencers and Visiting Media team execute high-impact PR activity and earned publicity campaigns domestically and internationally. These build brand awareness and appeal to increase awareness of NSW destinations, experiences and events; and reveal unique travel motivators among priority audiences to encourage travel.

There are many opportunities for visitor economy operators to get involved in Destination NSW’s Always On PR (AO PR) and PR Campaigns activity; from providing editorial, imagery and video content for inclusion in the weekly newsletter Uncovered and publication on Destination NSW’s Media Centre, to supporting media/influencer familiarisations and broadcast opportunities.


Destination NSW executes a targeted and tailored Visiting Influencer and Media Program to generate positive, earned destination coverage in domestic and international markets.

Familiarisation visits are carefully planned to support deep storytelling aligned with organisational priorities and the Feel New positioning. They enable media and influencers to experience NSW’s destinations, experiences and events first-hand. Famil visits are vital to maintaining share-of-voice in an ever-competitive markets as they result in feature length stories being produced and shared across a multitude of platforms to priority audiences around the globe.

PR Resources for Media and Creators

Designed to support the specific editorial content needs of media and creators, the Destination NSW Media Centre contains the largest collection of professionally produced, editorial-ready assets of any tourism marketing organisation. The site contains market specific pages featuring content curated to support individual market needs and traveller interests, and is refreshed daily, providing the latest news, refreshed content and evergreen story angles to users on every visit.

Share media releases, imagery and video content for consideration with

Destination NSW’s weekly Uncovered newsletter delivers topical news and story ideas relevant to subscribed media and creators each week, linking back to the Destination Media Centre to d drive further story and coverage inspiration. Register for Uncovered here.

Share media releases, imagery and video content for consideration with

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