HOW THE FEEL NEW BRAND HAS TURBOCHARGED VISITOR ECONOMY GROWTH

Destination NSW is marking the second anniversary of Feel New visitor brand launch by celebrating its positive impact on the NSW visitor economy.

Feel New underpins Destination NSW’s marketing activity to promote Sydney and regional NSW by tapping into the unparalleled feelings that visitors experience when travelling throughout the state.

Building the visitor brand is a key pillar of the NSW Visitor Economy Strategy 2030, which is the blueprint to achieving the shared vision of making NSW the premier visitor economy of the Asia Pacific, contributing $65 billion in visitor expenditure by 2030.

Since its launch in October 2021, Feel New-branded campaigns have delivered more than $230 million in incremental visitor expenditure in NSW and generated more than 6.9 million leads to industry and more than 11,000 pieces of media coverage.

Destination NSW Chief Executive Officer Steve Cox said: “The strategic thinking behind Feel New was to build an enduring brand platform to market and promote NSW through its many and varied cultural and natural experiences.

"We know visitors are seeking more than a checklist of things to see. They want experiences that inspire, amaze and revitalise them. Feel New highlights the rich emotional benefits that a visit to NSW provides."

Destination NSW shared data on the success of the Feel New campaign at the NSW Visitor Economy Forum earlier this month. Watch a video here to learn more.