Destination NSW spruiks its wares in Aquabumps series

By Alexandra Coulton

New South Wales’ dramatic coastlines and humbling desert landscapes will be on full show as part of a new content partnership between Destination NSW and content creator Eugene Tan.

Produced in partnership with the NSW Government as part of the Feel New South Wales campaign, Tan journeys across the state capturing the beaches of Byron Bay and Brunswick Heads on NSW’s North Coast, as well as Lord Howe Island.

In a departure from Tan’s typical coastal photo subject matter, they also capture the dramatic desert landscape of outback NSW in Broken Hill.

Broken Hill | DNSW

The state’s Minister for Tourism Stuart Ayres said the collaboration speaks to the state’s fresh new approach to marketing NSW.

“The ‘Feel New’ campaign is a key pillar of the NSW Government’s Visitor Economy Strategy 2030, which aims to make NSW the premier visitor economy of the Asia Pacific,” Ayres said.

“Content and social media has never played a more important role in helping us discover our next holiday destination.

“Through Aquabumps, Eugene has ensured his work is eagerly anticipated and shared on social media by millions of people each week.

“Who better to capture some of NSW’s most stunning locations and introduce prospective visitors from around the world to the incredible products and experiences our state has to offer?”

Ten destinations feature in the Feel NSW Aquabumps series, with the shoot style of the visual imagery supporting the seven feelings of the Feel New brand – joy, connection, freedom, awe, rejuvenation, belonging and adventure.

The Pass, Byron Bay | DNSW

Tan said his latest NSW series was the ultimate creative brief.

“Shooting for my fine art gallery – Aquabumps has taken me to a lot of incredible destinations over the years but none are as special to me as NSW,” the Aquabumps founder said.

“NSW is home and where I shoot most of the time, I’m never at a loss for new places and experiences to capture in our own backyard.

“This is a magical place of contrasts, offering unique and diverse nature, coastlines and cultural experiences to everyone who visits. It was an honour to have the opportunity to do something to showcase some of this diversity.

“I hope the series inspires travellers from near and far to get out there and explore everything our state has to offer.”

The Feel NSW Aquabumps series will run until 6 June, showcasing Byron Bay, Brunswick Heads, Tintenbar Broken Hill, the Snowy Mountains, Hawkesbury River, Seal Rocks, Sandbar Beach, Lord Howe Island and Sydney, including Vivid Sydney.

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Aquabumps Broken Hill destination nsw Eugene Tan new south wales NSW Government