Sydney may be one of the most recognisable cities in the world, but a new brand campaign launched by Destination NSW is showing there’s much more to discover beyond the postcard attractions.

Qualitative research undertaken by The Lab has shown that people know Sydney for it’s incredible icons. But there’s a sense that once travellers have seen the well-known icons, Sydney doesn’t offer anything significantly different from other cities. They couldn’t be more wrong.

The next chapter of Destination NSW’s Feel New platform is designed to help locals and visitors reappraise Sydney as a vibrant, surprising and evolving destination. The campaign spotlights the Harbour City’s infinite range of experiences – the kind you might only hear from a local. 

The brand draws inspiration from Sydney’s vibrant culture - particularly as home to the largest Aboriginal population, custodians of the world’s oldest living culture - and its spectacular natural landscapes. It’s this powerful connection between culture and nature in Sydney that creates experiences for visitors found nowhere else.

For the campaign, Destination NSW has partnered with six NSW 'Icons of Culture' – a group of creatives, tastemakers and trailblazers, who bring a local voice to experiencing Sydney. These include Olympian Jess Fox, comedic duo The Inspired Unemployed, ultra-marathon runner Nedd Brockmann, content mastermind Lucinda Price (aka Froomes), ARIA-winning musician Budjerah and chef Dan Hong.

Each icon has curated their own personal itinerary, offering visitors a fresh, feeling-led way to experience the city, whether it’s the energy of an early-morning harbour kayak with Jess Fox or taking in the beauty of the Hawkesbury River and freshly picked oysters on a Sydney Oyster Tour with Dan Hong.

Olympian Jess Fox said: “Training and competing has taken me all over the world, but there’s something about being in Sydney that just feels different.

"From the harbour to the mountains, there’s an incredible energy here, whether I’m out on the water or exploring the city with friends.

"This city never ceases to amaze me and I can’t wait to help others discover this side of Sydney too.”

The next chapter of the Feel New campaign is being rolled out across social, digital, TV, out of home and radio in regional NSW, South-East Queensland and Victoria from 1 June to 30 August 2025. 

The TV films feature cameo appearances from the six Icons of Culture as well as a range of experiences from dining at Saint Peter to snorkeling the Great Southern Reef and taking in the city from above with Sydney Heli Tours.

Watch the Icons' videos below:

Budjerah

Jess Fox

Nedd Brockman

Inspired Unemployed

Dan Hong

Lucinda Price