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News February 10, 2022

NSW Govt extends tourism campaign with Azure Ryder music video

Senior Journalist, B2B
NSW Govt extends tourism campaign with Azure Ryder music video

The New South Wales Government is doubling down on its ‘Feel New’ positioning for its tourism marketing with a new music video project.

Azure Ryder’s latest single, a cover of Nina Simone’s 1965 hit ‘Feeling Good’, now has a video to accompany it filmed at iconic NSW destinations as part of the partnership.

The video not only promotes Destination NSW’s ‘Feel New’ branding, but also makes Ryder the first artist to release a music video filmed atop the Sydney Harbour Bridge.

The clip also features footage at Mary’s Underground in The Rocks, the Sydney CBD skyline and Blue Mountains destinations such as Megalong Valley and Lincoln’s Rock.

The campaign was executed by BRING.

General manager, Adam Ireland, said all elements of the campaign and collaboration are complementary.

“Azure Ryder perfectly captures the spirit of Nina Simone’s timeless song, and working with Destination NSW on this campaign showcasing the diversity within NSW was a gift,” he said.

“In collaboration with the artist and Destination NSW, the iconic Sydney Harbour Bridge played a crucial role offering the ultimate stage to create a breath-taking official music video.

“The music video and supporting song play a strategic channel for the brand’s visitor economy, which BRING and Universal Music Australia will support from launch.”

Minister for enterprise, investment and trade, tourism and sport, and western Sydney, Stuart Ayres, said he is delighted with the music video as it captures all the things he loves about NSW.

“From the vibrant energy of Sydney to the welcoming relaxation of our regions, NSW offers remarkable destinations and experiences that re-energise visitors like nowhere else,” he said.

“We are incredibly blessed in NSW to have some of the most spectacular filming backdrops in the world, and to have one of the brightest talents in Azure Ryder pay tribute to her home city and state this way highlights what incredible places Sydney and NSW are to live and visit.”

Ryder said filming the project was special to her.

The final product, she said, embodied both the energy of her home state and the lyrics of the classic track.

“The experience that you will see through my music video is one that I grew up my entire life believing in,” she said. “The importance of what our surroundings can teach us, show us how to feel, and ultimately teach us how to be human.

“The soul that Nina embodies and speaks of in ‘Feeling Good’ is the soul that is all around us if we just step out, open our eyes and look up to the beauty and the story written along mountain tops and city pavements.

“I am grateful to have been a part of telling this narrative alongside the most incredibly talented humans that lifted me to literal heights of my dreams.”

She said she hopes the video and accompanying campaign inspire people to feel alive and see the magic at their doorstep.

General Manager Consumer Marketing: Kathryn Illy
Director, Brand Strategy and Customer Experience: Bohdi Lewis
Director, PR & Visting Media: Kristy Meudell

Adam Ireland, General Manager
Brooke Pilton; Music Partnerships Director
James Griffiths, Executive Creative Director
James ‘Wilko’ Wilkinson, Creative

Production: Milkmoney
Head of Creative: Ethan McLean
Head of Production: Carrie Williams
Director: Matt Dempsey
DOP: Matty Ower
Additional Filming: Mitch Ayers
Editor: Jamie Rusiti
Producer: Rachel Sheridan
Production Manager: Emma Woodward


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