Business Events Sydney (BESydney), a destination marketing company, will launch its new brand and communications campaign to the international business events community at IMEX 2014 in Frankfurt, Germany from May 20-22.
BESydney CEO Lyn Lewis-Smith explained why IMEX is the ideal location to launch the new brand:
“IMEX is the world’s largest industry tradeshow, so it made perfect sense to use this event as a launch pad for our new brand. Our team will meet with key decision makers and be able to explain the thought process behind the new look and feel, and what it means for their events, now and in the future.”
“IMEX is a great platform for us to talk to the world about our plans. It’s an important forum for us to share news and advances and to continue to progress the industry. This year, in addition to exhibiting, we are also sponsoring the IMEX Inspiration Centre. We saw great synergies with the opportunity.”
“The Inspiration Centre is where attendees will find stimulating education and training opportunities delivered by forward-thinking experts. It’s about focusing on issues that are genuinely pushing the boundaries of our industry and shaping its future, with programs that maximize performance, raise standards and enhance personal and professional skills. These are objectives that Sydney holds close to its heart.
“Our new brand that we are launching at IMEX, SYDNEY SHINES, is about sharing our city’s atmosphere of free thinking that results in inspired solutions. It’s about the Australian spirit that says ‘yes’ to new ideas, embraces new challenges and flies in the face of convention. It’s about the freedom to try new things, the freedom to explore and even the freedom to fail in the pursuit of progress. Looking at the Inspiration Centre’s program, we immediately felt that it aligned with this ethos, and we are proud to be a part of it.”
A preview of Sydney’s shiny new brand will be showcased to a select group of industry trade journalists at 1:50 p.m. on May 20 during Sydney’s press conference. Hosted by Lyn Lewis-Smith, the press conference will also include updates to the International Convention Centre (ICC) Sydney and Darling Harbour Live development and the unveiling of Sydney’s new expenditure methodology.
BESydney will be joined by Beverley Parker from ICC Sydney and BESydney Ambassador and Australian expatriate, Tim Walker, chief executive and artistic director of the London Philharmonic Orchestra. Walker will share his personal experiences of hosting an event in Sydney – twice – and what makes the city shine globally as a business event destination.
Named the world’s most reputable city in 2013 and ranked among the world’s top 20 cities for the number of events held in the city each year by the latest ICCA country and city rankings results, Sydney is bursting with opportunity.
“From Barangaroo to Darling Harbour, our city is evolving at a rapid pace. ICC Sydney is now around 2.5 years from completion, but it’s only part of the Sydney story,” said Lewis-Smith.
Australia’s harbour city is getting on with business, with $63 billion worth of infrastructure committed by the New South Wales government over four years. This is not the Sydney people knew a decade ago. The future is bright; it’s collaborative and brimming with possibilities.
Sydney joins Tourism Australia at stand B320 for the three-day international tradeshow.
