The NSW government has launched a $10 million tourism campaign following the return of international travel. The campaign is to help the recovery of the Tourism Industry, which is the states second-largest service export.
The ‘Feel New’ campaign is the largest tourism marketing venture the state has entered in the last decade, Tourism Minister Stuart Ayres said “We know the world is a little bit different but we want to feel new, we want to feel refreshed … energised and that’s exactly what this campaign does”.
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from ABC News 24.10.21
A $10 million tourism campaign has been launched by the NSW government ahead of international travel restrictions easing next month.
- From November 1, international arrivals who are fully vaccinated will no longer have to enter hotel quarantine
- Travel will also resume for those in Victoria next month and Queensland the following month
- The campaign is part of a new $500 million tourism lifeline announced by the government last week
The ‘Feel New’ campaign is the largest tourism marketing venture the state has entered in the last decade and will be seen on TV, print, outdoor billboards and social media.
Tourism Minister Stuart Ayres said it would be used for many years to come internationally and domestically.
“This is not just a call to action campaign … this will continue to evolve,” Mr Ayres said.
Mr Ayres said the campaign differed to others that were more about just “getting bums in seats”.
“What we haven’t seen in the last 10 years is a ‘brand campaign’, which looks at what happens when you come to NSW,” Mr Ayres said.
“We know the world is a little bit different but we want to feel new, we want to feel refreshed … energised and that’s exactly what this campaign does.”
The advertisements put less attention on the iconic Sydney landmarks such as the Harbour Bridge and Opera House and showcase more natural experiences, including learning about native tucker with an Indigenous guide.
Premier Dominic Perrottet said the campaign, which was started before the pandemic hit, has been finished at the “perfect time”.
Just last week, the Premier announced fully vaccinated people from overseas would be able to travel into NSW without entering mandatory 14-day hotel quarantine.
Initially, only Australian citizens, residents and their families will be eligible for quarantine-free travel through Sydney.
“The news that we removed hotel quarantine wasn’t just news that had other states around the country relax their restrictions, but that news went global,” Mr Perrottet said.
“The reality is when people think of Australia, they think of New South Wales, they think of Sydney.”
On November 1, people from Greater Sydney would also be able to travel into the regions for holidays and Victorian residents who are vaccinated will be welcomed back.
Last week, the Queensland government also announced their exit roadmap, which would see borders open to fully vaccinated people from NSW on December 17.
“We know the borders aren’t open right now but we know people are making decisions, they want to travel and they are starting to research where they are travelling … we want them to think about New South Wales,” Mr Ayres said.
The campaign is part of a recently announced $500 million tourism package that also includes $50 “Stay and Rediscover” accommodation vouchers.
Part of the campaign budget was used to buy the rights to use Nina Simone’s 1965 song ‘Feeling Good’, which was re-recorded by local singer Azure Ryder and producer Breathe.
The Bangarra Dance Theatre were also commissioned to perform in the TV spot, which showcases the Blue Mountains, the Snowy Mountains, the outback, Darling Harbour, Mahon Ocean Pool, Mungo National Park and Sydney’s northern beaches.
There will be another advertisement that focuses specifically on Sydney, particularly the hospitality industry.
The tourism sector in NSW employs more than 300,000 people, generates more than $38 billion in economic activity and expenditure and the government aims to take that to $65 billion by 2030.
The state’s infection rate continues to remain stable, with 296 locally acquired COVID-19 cases recorded from 66,740 tests yesterday.
Four men died in the reporting period — two in their 60s, one in his 70s and one in his 80s.
Three men were not vaccinated and one man had received two doses of a COVID-19 vaccine.
There are currently 480 COVID-19 cases admitted to hospital, with 119 people in intensive care, 67 of whom require ventilation.
To date, 93 per cent of people aged 16 and over have had their first dose of a vaccine and 84.4 per cent are fully vaccinated