Highlights of the Vivid Sydney 2013 UK PR campaign to date include national media coverage for the festival launch in The Guardian, Independent and Daily Mail.

 
 
 
 

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. The 2013 festival attracted more than half a million visitors.
 
Firmly established locally, our brief is 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.
Vivid Sydney
 

The campaign

For three years, we have worked alongside nine of our 22 global IPRTeam partners to deliver a media relations campaign for the festival, which runs in May and June.

In 2013, the four-month campaign ran in ten countries, with further outreach via international newswires targeting creative, cultural, music, art and news media. Our brief is to develop news angles around the UK artists participating in the event to generate coverage in relevant print and broadcast media at a national level.  
 
As well as profiling the UK artists involved in the 2013 festival, this year's campaign included securing journalist visits and  pitching event imagery and video footage to UK news and picture desks, such as the flagship launch event - the lighting of the Sydney Opera House sails - and Doctor Who 50th anniversary 3D-mapped projections (see photo above).

The results

The 2013 campaign secured photo and video coverage for the launch in national news media including The Guardian, Independent and Daily Mail.

In previous years, our input has generated exposure in these and other national newspapers; TV coverage on BBC news and Newsnight; in music, arts and lighting media and in travel publications including Condé Nast Traveller.
 
The 2012 event attracted over 37,000 visitors, with media coverage in 150 countries and an estimated audience reach through international public relations agencies amounting to over 625 million people.

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