Sydney takes centre stage in new campaign via creative agency Edge to defend the city’s business visitor tourism market share

The new brand campaign will get to work on attracting business visitors back to Sydney and NSW, in the latest step to restart the city and state’s economy.

Backed by NSW Government and the tourism industry, and led by BESydney, the brand strategy has a critical role to play in boosting the business events sector, which is facing a forecast $36 billion wiped from the national economy in direct expenditure alone due to COVID-191.

The new campaign – It’s got to be Sydney – positions Sydney as the number one Australian destination for business visitors – and will focus on the domestic market to ensure Sydney is the top pick as businesses plan upcoming business meetings, conferences and exhibitions.

Business events are a highly lucrative sector for the Sydney and NSW economy. Domestic and international overnight business visitors spend an average $222 per night in NSW – nearly double that of overnight leisure visitors2.

The campaign complements the state’s broader tourism strategy and the Government’s focus on safely reopening and restarting sectors fundamental to boosting the economy, including its Sydney’s 24-Hour Economy Strategy3.

Launching the new campaign, Minister for Jobs, Investment, Tourism and Western Sydney, Stuart Ayres said COVID-19 hit the business events sector early and hard, and that now is the time for businesses to begin planning their meetings and events for next year, as the government continues to ease restrictions across a range of venue categories.

“Business events are a key contributor to the state’s economy through direct expenditure by visitors and the potential for trade deals, investment, talent attraction and social impact.

“It’s now crucial for the business community to be able to get back on its feet, to collaborate, share ideas and do business in person once again and we’re working hard to provide as many opportunities as possible to achieve just that. Zoom meetings only get you so far.

“This campaign is a key initiative to highlight all that Sydney has to offer the business visitor across its unique combination of culture, creativity and commercial strengths and it will build awareness about the opportunities for businesses to meet in our city and state,” Mr. Ayres said.

Says BESydney CEO Lyn Lewis-Smith: “In our work securing Sydney hosting rights for global conferences and incentives over the past 50 years, BESydney has been at the forefront of promoting, protecting and growing our city’s reputation as Australia’s premier destination for business visitors.

“With COVID impacting our industry hard, we’re lending our business event promotion and acquisition expertise to help our industry fight for the state’s major share in the country’s previously vibrant domestic business events calendar.

“It’s got to be Sydney is about hope,” Ms. Lewis-Smith added.

“This campaign is filled with optimism for a new COVID Safe future, where our expert Australian business events sector is once-again delivering safe ways for business gatherings to get people making real connections off-Zoom and face to face. Studies have shown time and again that in-person meetings are the most effective way to communicate and win business4.”

Ms. Lewis-Smith said: “Through this campaign, we’re focused on bringing business to Sydney, across state borders, and executing on the important role that this sector plays in the state’s economy.”