Turning a destination brand into a culture brand.

NSW is a uniquely diverse place. From remote Outback wilderness to the always on city life. It’s a collision of nature and culture. But what makes it special, also makes it a challenge to promote. 

Our task was to find white space in the competitive and saturated tourism category.
So we turned Visit NSW from a destination brand into a culture brand. 

Rather than just focussing on where and what you can do in NSW, we focussed on the feelings those destinations and activities evoked. 

Feel New South Wales shines a spotlight on the seven feelings most sought after by visitors – joy, connection, freedom, awe, rejuvenation, belonging and adventure – helping to reaffirm NSW as the feel-good state.

Then, to future-proof the brand, we developed a distinct identity and brand architecture that unified NSW with its crown jewel, Sydney – building resident pride and visitor advocacy.

The project helped turbocharge NSW’s post-pandemic recovery and accelerate future growth.