The initiative from Destination NSW aims to shows there’s much more to discover beyond the postcard attractions of Sydney.
Olympian Jess Fox, comedic duo The Inspired Unemployed, ultra-marathon runner Nedd Brockmann and many more are taking part in the new campaign.
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.
Each one 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 chef Dan Hong.
“Training and competing has taken me all over the world, but there’s something about being in Sydney that just feels different,” said Jess Fox.
“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 will be rolled out across social, digital, TV, out of home and radio in regional NSW, South-East Queensland and Victoria from now until August 30.
“Sydney is one of the world’s most recognisable cities – but this campaign invites people to experience it differently,” said Karen Jones, CEO Destination NSW.
“We’re going beyond the icons to show the unexpected and uniquely local side of Sydney that even seasoned travellers may have missed. This is Sydney, as told by those who know and love it best.”
