For the third year running, The Partners Group has been working with International Public Relations Team partners in nine countries to publicise the largest festival of lights, music and ideas in the Southern Hemisphere to a UK audience.
 
The Vivid Sydney festival launched last weekend in a blaze of colour with the flagship event, the lighting of the Sydney Opera House sails (see photo, above).  
 
The Partners team secured photo and video coverage for the launch in national media including The Guardian, Independent, Metro and Daily Mail, and the campaign will continue throughout the remainder of the festival, which runs in Sydney until 10 June.
 
The next major highlight comes this weekend when, as part of the BBC’s Doctor Who 50^th anniversary celebrations, Sydney’s Customs House façade will become a canvas for 3D-mapped projections showing the Doctor travelling through space and time, pursued by some of his greatest enemies.
 
Says Partners director, Karen Nixon, “The global publicity campaign for Vivid Sydney represents a collaboration between agencies from ten different countries across Asia, Europe and the USA, all of whom are members of the IPRTeam network.
 
“Led by Avviso PR in Australia, who work directly with the festival organisers, each agency is tasked with raising awareness of the event in their home country through targeted media relations. It’s the largest event of its kind in the Southern Hemisphere, and a fantastic project to be involved with.”
 
Vivid Sydney features lighting installations, live music performances and over 120 creative industry events and the organisers - Destination NSW - expect to attract over half a million visitors to this year’s event.