Minister for Enterprise, Investment and Trade, Minister for Tourism and Sport, and Minister for Western Sydney Stuart Ayres said the time was right to take a more emotive-led approach to marketing the NSW visitor economy.
“The Feel New film series captures all the things I love about our State. It invites everyone to get out and appreciate the beauty and wonder of NSW and promises a return to the excitement and adventure that we all need to feel again,” Mr Ayres said.
“NSW offers diverse and compelling destinations and experiences unique to our State. From the vibrant 24-hour culture of Sydney, Australia’s truly only global city, to the incredible natural beauty of our regions, NSW’s offering is unmatched.
“We know travellers now want more than a checklist of things to see. They want experiences that inspire, amaze and revitalise, and this film series taps into those powerful feelings, showcasing the lasting emotional benefits a trip to NSW will have.
“This is a new and innovative approach for tourism marketing in Australia, exploring fresh territory that is richly emotive and connects with audiences on a personal level.
“Our NSW Visitor Economy Strategy 2030 outlines a very clear goal to be the premier visitor economy of the Asia Pacific. A key pillar to achieving this is aligning the NSW brand with visitors’ expectations and these seven powerful films succeed in that."
The film series is part of the NSW Government’s Feel New tourism brand launched in October 2021, developed to differentiate NSW from other destinations by focusing on its unique combination of vibrant culture and natural wonder that leaves a lasting impression on visitors long after their visit ends.
Developed by tourism and major events agency, Destination NSW, the seven-part series evokes feelings of joy, connection, freedom, awe, rejuvenation, belonging and adventure, reaffirming NSW’s position as the feel-good state.
For more information on the NSW visitor economy visit www.destinationnsw.com.au
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