Sydney like you've never felt it: Iconic Aussies reveal unexpected side to the harbour city

Sydney may be one of the most recognisable cities in the world, but a new brand campaign launched by Destination NSW is showing there’s much more to discover beyond the postcard attractions. 

Unveiled today, the next chapter of Destination NSW’s Feel New platform is designed to help locals and visitors reappraise Sydney as a vibrant, surprising and evolving destination. The campaign spotlights the Harbour City’s infinite range of experiences – the kind you might only hear from a local. 

For the campaign, Destination NSW has partnered with six NSW Icons of Culture – a group of creatives, tastemakers and trailblazers, who bring a local voice to experiencing Sydney. These include Olympian Jess Fox, comedic duo The Inspired Unemployed, ultra-marathon runner Nedd Brockmann, content mastermind Lucinda Price (aka Froomes), ARIA-winning musician Budjerah and chef Dan Hong. 

Each icon has curated their own personal itinerary, offering visitors a fresh, feeling-led way to experience the city, whether it’s the energy of an early-morning harbour kayak with Jess Fox or taking in the beauty of the Hawkesbury River and freshly picked oysters on a Sydney Oyster Tour with Dan Hong.