For the last few decades, the vast majority of international visitors to Australia landed in Sydney, New South Wales (NSW). And because of this steady stream of tourism, NSW has never needed its own advertising brand platform. But that all changed with Covid. Overnight, NSW needed to turn its attention to domestic tourism, and needed to create a brand that would resonate.

'Feel New South Wales' is a new brand platform that positions a trip to NSW as a new way to feel, not just a place to go. We brought it to life across every channel. From film and cinema, to OOH, social, PR and experiential.