Business Events Sydney appoints Connecting Plots Group as strategic brand + comms partner

Business Events Sydney (BESydney) has appointed independent creative communications agency Connecting Plots Group as its new strategic brand and communications partner, following a competitive pitch process.

BESydney is the specialist organisation responsible for attracting and securing international business events, conferences and incentives for Sydney and NSW. Its work drives visitation, economic impact and knowledge exchange, supporting the ambitions of the NSW 2035 Visitor Economy Strategy.

The appointment comes as BESydney enters a new growth phase under new leadership, with a renewed focus on strengthening Sydney’s position as one of the world’s leading destinations for business events. In an increasingly competitive category, where global destination marketing can often operate in a sea of sameness, BESydney sought a partner that could help sharpen its strategic positioning, elevate its brand and support its broader go-to-market approach.

Connecting Plots Group’s remit spans research and insights, brand strategy and positioning, digital and go-to-market, with the agency leading both strategic and implementation responsibilities. The agency’s experience across destination marketing, tourism, B2B and associations marketing were key factors in the appointment.

Says Amanda Lampe, at Business Events Sydney: “We were looking for a partner that could operate as a true extension of our team, bringing strategic rigour, category understanding and fresh thinking to how we position Sydney on the global stage. Connecting Plots impressed us from the outset with the strength of their thinking, their collaborative approach and their understanding of the opportunity ahead.”

Says Tom Phillips, CEO and Founder at Connecting Plots Group: “BESydney plays a vital role in bringing high-value business events and incentives into the NSW economy, and we’re incredibly proud to be working alongside their team at such a pivotal time. We’re excited to partner with BESydney to sharpen its positioning, stand out in a highly competitive global market and build stronger connections with the audiences that matter.”

The appointment continues a period of growth for Connecting Plots Group as one of Australia’s leading independent creative communications groups.

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