SYDNEY TOURISM CAMPAIGN

DESTINATION NEW SOUTH WALES

Sydney is known around the world for its icons — the Opera House, the Harbour Bridge, Bondi Beach. But there’s so much more to discover beyond the postcards.

This new platform helped locals and visitors reappraise Sydney — to see it not just as a destination, but as a living, ever-evolving experience. A city where nature, culture, events, and wellness blended into endless combinations, each leaving visitors with a feeling they’d never felt before.

Partnering with NSW Icons of Culture like ARIA-winning musician Budjerah or comedic duo The Inspired Unemployed, we brought these experiences to life. Each offering a unique lens — revealing the unexpected sides of Sydney and proving there’s more to it than the icons.