Beyond the Opera House: NSW's 'Feel New' Campaign Reveals Sydney's Hidden Gems
Forget the Harbour Bridge and the Opera House for a moment. The NSW Government is launching the latest instalment of its vibrant 'Feel New' campaign, inviting Australians to rediscover Sydney and uncover a whole new world of experiences beyond the iconic landmarks. This isn't your typical Sydney postcard – it’s a deep dive into the city’s thriving neighbourhoods, diverse culinary scene, and unique cultural pockets.
Destination NSW's latest campaign, built upon extensive brand research, highlights the evolving perceptions of Sydney and aims to reignite the passion of domestic travellers. The campaign acknowledges that while the Opera House and Harbour Bridge remain beloved symbols, they represent only a fraction of what Sydney has to offer. It’s about peeling back the layers and showcasing the authentic, lived-in Sydney that locals know and love.
What's New in Sydney?
The 'Feel New' campaign spotlights a range of experiences, moving beyond the well-trodden tourist trails. Expect to see:
- Hidden Beaches & Coastal Walks: Discover secluded beaches and breathtaking coastal walks far from the crowds. The campaign encourages exploration of the Northern Beaches, the Royal National Park, and the stunning coastline south of the city.
- Vibrant Neighbourhoods: Explore the eclectic mix of cultures and cuisines in suburbs like Newtown, Surry Hills, and Glebe. From trendy cafes to hidden laneway bars, these areas offer a taste of Sydney's authentic character.
- Indigenous Experiences: Gain a deeper understanding of the land’s rich Indigenous heritage through cultural tours, art workshops, and storytelling experiences.
- Culinary Delights: Sydney’s food scene is booming. The campaign promotes everything from award-winning restaurants to bustling markets and innovative food trucks, highlighting the city’s diverse culinary offerings.
- Arts & Culture: Beyond the major museums, discover smaller galleries, independent theatres, and thriving street art scenes.
Why 'Feel New'?
The 'Feel New' campaign isn’t just about showcasing new attractions; it’s about prompting a shift in perspective. It's an invitation to approach Sydney with fresh eyes, to be open to unexpected discoveries, and to create your own unique memories.
“We know Australians are craving authentic experiences and a sense of connection,” says Destination NSW CEO, Steve McGowan. “This campaign is designed to inspire them to rediscover Sydney, to explore beyond the familiar, and to experience the city in a whole new light.”
Ready to Feel New?
Head to the Destination NSW website (www.destinationnsw.com.au) to plan your Sydney adventure and uncover the city’s hidden gems. Don't just see Sydney – feel it.
