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IFEA World Festival And Event City Award : IFEA World Festival And Event City Award
Image left: Crave Sydney, Breakfast on the Bridge Images top to bottom: Crave Sydney, Breakfast on the Bridge 5.2 CONVENTION mARkETINg Business Events Sydney (BESydney) promotes Sydney internationally as a business events destination, identifies new event opportunities and competes to bring these events to Australia’s leading global city. As part of the lead generation process BESydney produces the annual Sydney Event Planners Guide. The guide features the full NSW Events Calendar, and encourages clients to plan their business events around ‘our city’s dynamic and vibrant events calendar’. BESydney hosts an annual Vivid Sydney Showcase for more than 350 of the city’s leading event and tourism industry professionals. The Showcase reminds the city’s industry professionals why Sydney is ranked the number 10 global business event destination. Successful business events have the right balance of professional, academic and social content. BESydney reinforces to event planners globally that NSW has an Events Calendar, and that packaging business events around these public festivals and events can help to attract delegates. A recent bid win for Sydney is the 2013 International Symposium on Electronic Arts (ISEA). BESydney, along with Events NSW, is working with the client to maximise benefits from the Event Calendar. ISEA, a biannual event, will incorporate the symposium and a public program taking electronic arts to a general audience, and will look to maximise attendance at the various events by linking to the Vivid Sydney festival held in June each year. Vivid Sydney specifically targets collaborations in the creative industries to increase the offering of projects to the public, whilst providing a platform for international business events. In 2011 business events included AMPlify, CeBIT Australia, Encore Live, Mumbrella360 and SPARC International Lighting Event. Image: Vivid Sydney 2011 80 | IFEA WORLD FESTIVAL AND EVENT CITY AWARD |81