A new brand campaign to attract business visitors back to Sydney and NSW has launched today.
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-19.
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.
Tourism Minister Stuart Ayres said 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.
“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,” he said. “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.”
BESydney CEO Lyn Lewis-Smith said the new campaign “is about hope”.
“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,” she said.
“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.
“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 business.
“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.”