Written by Marcela Balart

Sydney is one of the most iconic cities in the world, but in recent years it’s been a challenge to ensure its allure is compelling enough to translate into tourism dollars.  

The Australian tourism industry took a big hit in 2020, with a slow and steady return to pre-pandemic international visits, thanks to the cost-of-living crisis and an unpredictable global environment. 

In 2021, Destination NSW (DNSW) launched its ‘Feel New’ campaign, to support domestic travel post pandemic. In fact, it was a great opportunity for locals to discover their own backyard. After all, we are spoilt for choice by this island home of ours. 

However, after four years the challenge for Sydney still remains. Despite being ranked as one of Time Out’s top five global cities for culture, amongst Australians, Sydney ranks third behind Melbourne and the Gold Coast.  

This week, DNSW launched the next chapter of the Feel New campaign, which is a shift in gear in terms of traditional tourism marketing. From shrimps on the barbie to choice words from the NT to the dulcet tones of Chris Hemsworth, the Australian tourism industry has had as many flops as successes.  

The latest ‘Feel New’ aims to challenge perceptions that Sydney is simply a city of big-ticket icons. Instead, it encourages Australians to rediscover the Harbour City through unexpected and hyper-local experiences. 

IMPACT takes its hat off to DNSW’s marketing team for this campaign refresh and explores why it’s a great example of getting under the skin of customers.  

It starts with research 

If there is anything to be learned from the TikTok era, it is that what worked five years, five months, or five minutes ago may not work today. Trends turn on a dime and we have seen customer values shifting at an incredible pace.  

What brands can’t afford to do in this environment is rely on old data or customer assumptions. To genuinely connect with an audience, campaigns must be founded on verified insights. This ensures key messages are strategic and allow a company to communicate authentically, intelligently, and most importantly, effectively with its customers. 

At IMPACT, understanding the audiences we need to connect with is a non-negotiable. We know that human decision-making is inherently irrational, which is why our work is underpinned by powerful science principles. 

In fact, our experience has shown that brands are increasingly seeking support to improve communications with their customers to better understand their drivers and barriers to engagement.   

With a $91 billion revenue objective just 10 years away, DNSW went back to the drawing board and directly to its intended audience to understand their current perceptions of the harbour city.  

The research not only revealed the specific travel needs and expectations of Australians, but it also uncovered a very targeted demographic that would be more likely to become a repeat customer. Rather than attempt to capture the mass market, DNSW changed it up and zoomed in on this group. Sometimes bigger, doesn’t mean better. 

Tapping into diversity of culture 

With the market segment squared away and the proposition bedded down; the last piece of the campaign would come down to execution.  

Rather than engage a well-known celebrity that would need to be all things to all people, DNSW instead partnered with no less than six influencers to connect with audiences using their own unique perspective on Sydney.  

From Olympian Jess Fox to ultra-marathon runner Nedd Brockmann to chef Dan Hong, each local icons, would provide a different flavour of Sydney, whether it was through sport, arts, food or music.  

Diversity is enriching; therefore, the range of voices and experiences better reflects the diverse perspectives of the state’s capital. As a Sydneysider, this not only feels refreshing, but it is also considerate of the myriads of cultures that make this Emerald City glow.  

Want to know how to better connect with your audience? To better understand the drivers and barriers to customer engagement or find out more about how to strengthen your next campaign, contact Nicole Webb at nicole@impactagency.com.au.