Campaign overview

The Feel New in Sydney campaign invites Australians to rediscover Greater Sydney through fresh eyes. It encourages visitors to look beyond the postcard icons, uncover hidden gems and connect with the city in ways that spark new emotions and lasting memories.

The Feel New In Sydney campaign is the next chapter of Destination NSW's Feel New brand platform, launched in 2021 to unify Sydney and regional NSW under one identity and forge deeper connections with audiences.

Running from 1 June to 30 August 2025, the campaign shifts Sydney from a traditional tourism brand to one that taps into cultural moments, sparks conversation and inspires people to see the city through a new lens.


This campaign invites culturally curious travellers to go beyond the icons and promises a multi-dimensional trip made up of experiences that stir something deeper.

With so much to do in Greater Sydney – from neighbourhoods and nature to food, music and the arts – the combination of experiences becomes infinite. And with that, the potential to feel something entirely new.

Targeting 25 –54 year olds in NSW, Victoria and South-East Queensland, the campaign speaks to experience seekers who are always one step ahead – the first to uncover a hidden gem, try a new artist, or recommend a place their friends haven’t yet heard of.

These visitors are looking for more than just a holiday – they are searching for variety, authenticity and the kind of moments that move them.

Sydney icons of culture

To help tell this story, Destination NSW has partnered with six 'Icons of Culture' – a handpicked group of respected creatives, tastemakers and trailblazers who each bring a local voice and fresh perspective to experiencing Sydney.

They will curate their own 'Feeling Drops' that reveal the city’s hidden layers and inspire visitors to see Greater Sydney in a whole new light.

  • Olympic canoeist Jess Fox OAM showcases her adventurous spirit and love for the outdoors
  • Endurance athlete and motivational speaker Nedd Brockmann encourages travellers to push boundaries and explore untrodden paths
  • Comedians The Inspired Unemployed bring their signature humour and unpredictable charm to a medley of feel-good experiences
  • Writer and radio host Lucinda “Froomes” Price offers a vibrant, witty and energetic take on the city’s creative side
  • Chef Dan Hong shares bold flavours and hidden food heroes through his playful culinary lens
  • Singer-songwriter Budjerah reveals a soulful, emotional side of Sydney that connects to country and culture.

Creative and media approach

The campaign is supported by a comprehensive media strategy spanning broadcast, digital, social, out-of-home, print, audio and earned media.

At its heart are four cinematic films, each revealing a different way to escape the mundane and feel something entirely new in Sydney.

From bold, eye-catching out-of-home placements designed to cut through, to immersive audio across radio, Spotify and podcasts, every touchpoint of the campaign is designed to evoke a feeling and challenge travel intenders perceptions of Sydney.

Social content will run across Meta and TikTok, amplified by earned media, with a lineup of influencers invited to ‘unbox’ a new feeling through curated drops and firsthand experiences.

The campaign landing page on Sydney.com will encourage visitors to create their own Sydney experience combinations using an interactive tool designed to uncover new and unexpected things to do.

By showing Sydney through the eyes of locals and inviting audiences to seek out the unexpected, Feel New in Sydney promises something no other destination can offer – because only in Sydney do experiences combine in ways that make new feelings possible.

How to get involved

Operators

The campaign will drive domestic visitors to the Sydney.com website, offering a valuable opportunity to showcase your business. To make the most of this exposure, we recommend:

Reviewing your ATDW listing to ensure all details are accurate and imagery is high quality.

Activating an ATDW deal to further increase your visibility across Sydney.com.

Event organisers

If your event is scheduled to take place during the campaign period (1 June – 31 August), we encourage you to:

Create or update your ATDW event listing to ensure your event information and booking links are accurate and complete once finalised.

Connect with more travellers by joining the campaign

Visually inspire visitors by using the updated campaign assets (imagery and video) from the Destination NSW Content Library.

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

Stay informed about the Feel New Sydney brand campaign and all NSW visitor economy news by subscribing to Destination NSW’s weekly Insights newsletter.

Learn more about the campaign below: