Campaign overview
The Feel New in Sydney campaign invited Australians to rediscover Greater Sydney through fresh eyes. It encouraged visitors to look beyond the postcard icons, uncover hidden gems and connect with the city in ways that spark new emotions and lasting memories.
Running from 1 June to 30 August 2025, the campaign shifted 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.
The campaign invited culturally curious travellers to go beyond the icons and promised 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 spoke 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 the story, Destination NSW partnered with six 'Icons of Culture' – a handpicked group of respected creatives, tastemakers and trailblazers who each brought a local voice and fresh perspective to experiencing Sydney.
They curated their own 'Feeling Drops' that revealed the city’s hidden layers and inspired visitors to see Greater Sydney in a whole new light.
- Olympic canoeist Jess Fox OAM showcased her adventurous spirit and love for the outdoors
- Endurance athlete and motivational speaker Nedd Brockmann encouraged travellers to push boundaries and explore untrodden paths
- Comedians The Inspired Unemployed brought their signature humour and unpredictable charm to a medley of feel-good experiences
- Writer and radio host Lucinda “Froomes” Price offered a vibrant, witty and energetic take on the city’s creative side
- Chef Dan Hong shared bold flavours and hidden food heroes through his playful culinary lens
- Singer-songwriter Budjerah revealed a soulful, emotional side of Sydney that connects to country and culture.
Creative and media approach
The campaign was supported by a comprehensive media strategy spanning broadcast, digital, social, out-of-home, print, audio and earned media.
At its heart were 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 was designed to evoke a feeling and challenge travel intenders perceptions of Sydney.
Social content ran 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 encouraged 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 promised something no other destination can offer – because only in Sydney do experiences combine in ways that make new feelings possible.
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