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Brand New South Wales - Feel free
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What is Feel free?
Elements of Feel free
Why Feel free?
Why is the State brand important?
How Tourism New South Wales uses Feel free?
Why should tourism partners Feel free their communications?
How Tourism partners can use Feel free?
How to access Feel free logos, photography style guidelines and templates?
Is Feel free a Tourism New South Wales endorsement?
What is Feel free?
Feel free is brand New South Wales.
Feel free embodies the State's values:
- Diversity; lots of experiences and tourism product.
- Freedom; to be yourself and to have your type of holiday
- Liberation; welcoming, tolerant and non-judgemental people.
Feel free appeals to individual's holiday needs. Feel free is an invitation to consumers to “have your kind of holiday”.
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Elements of Feel free
The Expression |
“Feel free “ is the essence of the “holiday in NSW” message.
Feel free guides the design, tone and imagery of the communication
Feel free promotes our core values of: DIVERSITY, FREEDOM, LIBERATION
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The Logo |
The logo is a visual depiction of the core brand values.
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The Imagery |
Imagery brings the brand to life. Feel free photography highlights people interacting with each other and the environment.
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Why Feel free?
Feel free has evolved from New South Wales’ past 2 branding campaigns – Seven Wonders and Experience it.
Feel free harnesses the accumulated effect of Destinational marketing ( Seven Wonders) and Experiential marketing ( Experience it).
Extensive research continues to highlight our State’s point of difference is the range of things to do – diversity. Diversity is not per se a motivator however when combined with the State’s other distinctions – tolerant, open-minded and welcoming a strong connection can be made with consumers – Freedom 1) to be your self and 2) to have the kind of holiday you like.
- Feel free allows consumers to differentiate New South Wales from competitors.
- Feel free has the power to give meaning to “ affiliation” - you feel free in new South Wales because the people are welcoming and tolerant.
- Feel free has synergy with and supports brand Australia.
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Why is the State brand important?
A brand provides a consistent and distinguishing message to trigger and re-enforce positive perceptions.
The perceptions of New South Wales held by consumers' influence:
- Whether to consider the brand at all
- How strongly to consider it
- The actual purchase decision
Feel free ties everything together under one banner. It allows New South Wales to clearly stamp every product, every place and every experience with a strong unifying identity.
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How Tourism New South Wales uses Feel free?
Since it’s launch in March 2001, Feel free has guided the tone, design and imagery of Tourism New South Wales’ TV, cinema, on-line and outdoor advertising, in addition to all brochures, flyers and event banners.
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Why should tourism partners Feel free their communications?
Tourism New South Wales extends the opportunity to the tourism trade to use Feel free branding in all marketing communications. The Feel free logo, advertising and brochure cover templates and the Photography Style Guideline are available for your use.
Using Feel free branding will:
- link your destination, operation to Tourism New South Wales’ multi million dollar campaign-driven marketing spend.
- connect the core values of the Feel free brand proposition – “welcoming” and “liberating” to your destination / operation.
- contribute to a unified state image and the associated competitive strength this brings.
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How Tourism partners can use Feel free?
Tourism Operators / Businesses
Regional Tourism Organisations
Local Government Authorities
Local Tourism Associations
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How to access Feel free logos, photography style guidelines and templates?
To access the logo and templates, you must submit a request form to the Tourism New South Wales Production Unit. Either fill in the request form and submit it on-line or contact Lauren Bennett on 02 9931 1426.
Tourism Operators / Businesses
Regional Tourism Organisations
Local Government Authorities
Local Tourism Associations
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Is Feel free a Tourism New South Wales endorsement?
No. Feel free is consumer brand only. The Tourism New South Wales corporate logo is a completely different entity and remains the endorser logo. Back to top
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