Emerging from extensive stakeholder research, The Tourism New South Wales identity captures the vibrancy of core attributes identified by inbound tourists as being most representative of the State's tourism offering: Sydney, the Harbour, beaches, and the Blue Mountains. 

The identity project involved broad application, from corporate communications through to signage, clothing, gifts, promotional items and animation in TVCs.

The basic elements of the identity were further developed for incorporation into tourism conferences and initiatives hosted by Tourism New South Wales.