Extending global reach for Vivid Sydney

The Brief

The annual Vivid Sydney festival of light, music and ideas is Sydney’s major winter festival and the largest event of its kind in the Southern Hemisphere.

The festival aims to position the city globally as the creative hub for the Asia Pacific region and the place for global creatives to network and do business, and attracts more than half a million visitors.

Firmly established locally, our brief was to work alongside our global IPRTeam partners to build and reinforce the event's reputation at an international level and profile it among potential UK visitors and participants from the UK's creative industries.

The Campaign

For three years, we worked alongside nine of our IPRTeam partners to deliver a media relations campaign for the festival.

The four-month campaign ran in ten countries, with further outreach via international newswires targeting creative, cultural, music, art and news media. Our brief was to develop news angles around the UK artists participating in the event to generate coverage in relevant media at a national level.

As well as profiling the UK artists involved in the festival, our work included securing journalist visits and securing coverage for the the flagship lighting of the Sydney Opera House sails to open the festival and other iconic 3D-mapped projections.

The Services

International PR

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The Results

Our UK campaigns secured coverage in national news media; BBC and Newsnight TV coverage; exposure in music, arts and lighting titles and travel publications such as Condé Nast Traveller. The event has seen media coverage in 150 countries and an estimated audience reach through international PR support of more than 600 million people.