The NSW government has unveiled a new tourism campaign to sell the state to domestic and international visitors as it reopens.
Premier Dominic Perrottet and Tourism Minister Stuart Ayres on Sunday launched the advertising campaign, titled "Feel New South Wales".
It features some of NSW's most treasured locations as well as a cover of Nina Simone's 1965 classic Feeling Good by Northern Beaches artist Azure Ryder and Sydney-based band Breathe.
The campaign cost "a couple of million dollars" to produce and about $10 million has been allocated so far to promote it in TV, print and social media.
"Too often we've relied on on the buildings, the (Sydney Harbour) Bridge, the heart of the Opera House and the harbour," Mr Ayres told reporters.
"They are exceptionally beautiful. There's no doubt about that. But this campaign is about moving a bit beyond them to be able to say they're always going to be there."
Mr Ayres said the campaign was already in the works before the pandemic hit, but it would help the industry get back on its feet as domestic and international borders reopen.
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Australian Associated Press