Just weeks after debuting a version 2.0 of Destination NSW’s brand positioning work, its GM of consumer marketing, Kathryn Illy, has hung up her hat and is leaving the NSW promotional bureau after four years in the role.

Illy joined Destination NSW in May 2021 after spending the previous three years as a director at ICON APAC and a prior three years as director of brand and marketing for PwC Australia.

A Destination NSW spokesperson confirmed the departure to Mi3 and highlighted the positive impact Illy has had on the organisation. In the short term, Stephen Mahoney, currently GM of policy, product and engagement, will be acting GM of consumer marketing.

“In addition to playing a key role in executing the Feel New Brand and, more recently, the launch of the new Feel New in Sydney campaign, Kathryn was instrumental in leading other campaigns and activities which have driven incremental visitor expenditure and made a measurable contribution to the growth of the NSW visitor economy over the past four years,” the spokesperson said. “Kathryn departs the organisation with the Destination NSW team’s sincere thanks for her strong and meaningful contribution to the organisation.

In a LinkedIn post, Illy said she was leaving on a high, having led the recent launch of the ‘Feel New in Sydney’ brand campaign. “I’m proud to have played a pivotal role building the Sydney and NSW brands since their inception in 2021. The brand foundations are strong, and with continued commitment and investment, they are perfectly positioned to only grow stronger,” she said.

As reported by Mi3, the latest ‘Feel New’ brand platform was initially launched by Destination NSW in October 2021, its first centralised brand positioning for both NSW and Sydney aimed at addressing mass pent-up demand following Covid lockdowns. The latest tranche of work, focused on encouraging travellers to rethink Sydney by challenging perceptions of what’s on offer, is part of an ambitious target set by the NSW Government to increase annual state visitor expenditure by 40 per cent to $91 billion by 2035, as well as add 150,000 new jobs to the tourism industry.

“Championing the NSW visitor economy through some of its most challenging times, and witnessing the strength and resilience of the remarkable people I’ve worked and collaborated with, has been a true highlight and a testament to the grit of this industry,” Illy continued.

“Under my leadership, marketing has driven measurable growth – campaigns across international and domestic markets, brand, aviation, regions and events have directly delivered over $1.7 billion in incremental visitor expenditure to the NSW visitor economy. More importantly, they’ve supported the incredible tourism operators who remain the inspiration behind everything we do.”

Illy was recognised as #22 in the inaugural CMO Awards CMOs of the Year program this year for the work on the brand platform, as well as stepping up its partnerships approach, Vivid Sydney marketing programs and implementation of a CDP in the last 18 months.

Illy has not yet confirmed her next move. Her longest standing company tenure was with Macquarie Group, where she spent nine years including the last four as head of marketing and associate director for Macquarie Private Wealth.

* With additional reporting by Nadia Cameron.