The problem
2021 was a tough year to be a tourist destination. The year Australia really got locked in. You couldn’t travel internationally, domestically, or even to the next suburb. Lockdown had the mood of the nation down. People didn’t just want to travel again, they wanted to feel something again.
The solution
When borders finally opened, Destination New South Wales launched a tourism campaign that didn’t just sell destinations. It sold feelings. Every destination and experience was promoted by how it would make you feel.
We created online videos that brought to life distinct feelings that a visit to NSW can bring. Distinct feelings to counter the way Australia was feeling.
Because people were feeling trapped, we promised them the feeling of freedom.
The feeling of isolation lockdown brought was countered with the promise to feel connected again.
Feelings of boredom were replaced with the feeling of adventure
And of course, we attempted to lift the nation’s somber mood with a feeling of joy.
Each spot featured a totally new composition of the song “Feeling Good”, bringing to life the range of experiences and destinations on offer in NSW and how they’ll make you feel.
All Projects
Agency
Leo Burnett Sydney
Client
Samsung
Year
2021