The “Feel New in Sydney” campaign is changing the way both locals and visitors engage with Sydney by shifting attention from its famous landmarks to exploring the city’s less obvious attractions. This initiative aims to challenge the notion that Sydney is merely a city of iconic sights, highlighting its deep cultural layers, the voices of locals, and the intriguing blend of nature and urban life. The campaign unfolds in four parts, featuring prominent New South Wales personalities who are seen as "Icons of Culture." These figures, including Olympian Jess Fox, comedy duo The Inspired Unemployed, endurance athlete Nedd Brockmann, content creator Lucinda Price (also known as Froomes), ARIA-winning musician Budjerah, and chef Dan Hong, have crafted personal itineraries. Each itinerary presents a unique perspective on Sydney, showcasing everything from scenic outdoor adventures to unconventional dining experiences and cultural encounters. Research reveals that while Sydney's iconic landmarks are recognised worldwide, there's a prevalent perception that the city offers little beyond these attractions. The campaign’s goal to address this gap, emphasising the necessity of highlighting all that Sydney has to offer and to showcase the full range of experiences available in our city, beyond its famous landmarks. According to Destination NSW, the campaign is a direct response to research showing that while Sydney ranks among the world’s best cities for culture, many Australians still view it as a city best seen once.