Destination NSW unveils Vivid Sydney 2024 program and looks for commercial partners

March 13, 2024

Karen Sweaney

Destination NSW, as the owner, manager and producer of Vivid Sydney, has unveiled the program for this year’s multi-artform festival, while also collaborating with global sports, events and representation company, IMG, to identify and secure relevant brand partners who will leverage Vivid Sydney’s international exposure and programming.

Last year, the festival achieved the biggest attendance on record and the largest visitor expenditure in its history, with more than 3.48 million attendees generating more than $206 million in visitor expenditure.

From 24th May to 15th June, Vivid Sydney 2024 promises to deliver 23 nights of impressive experiences, exploring the theme of ‘Humanity’ through Light, Music, Ideas and Food.

The event will offer an array of interactive experiences as it transforms Sydney with light installations and 3D projections staged at locations and venues including Circular Quay, the Sydney Opera House, The Rocks, State Library of New South Wales, Walsh Bay, Walsh Bay Arts Precinct, Barangaroo, Darling Harbour, University of Technology Sydney, The Goods Line, Royal Botanic Garden Sydney, Carriageworks, and more.

Vivid Sydney 2024 will engage audiences across four pillars: Vivid Light, Vivid Music, Vivid Ideas and Vivid Food. Vivid Light will dazzle with large-scale projections, immersive experiences and interactive artworks.

NSW Minister for Jobs and Tourism, Minister for the Arts, Minister for Music and the Night-time Economy, John Graham noted “Vivid Sydney brings together important parts of Sydney’s culture - Light, Music, Ideas and Food. It celebrates what’s great and unique about our city, and our state and creates a uniquely Sydney experience. That’s why it’s been so popular over so many years.

“This year’s festival will have a variety of free and cost-effective events on offer to provide many opportunities for people to come together and celebrate.”

Vivid Sydney Festival Director Gill Minervini said this year’s festival looks at how creativity fuels our interconnected world and shared “Humanity is at the core of everything we do, and this year Vivid Sydney is diving deep into what makes us uniquely human.

“We have curated a diverse program that explores the human spirit, designed to foster connections, spark imagination and showcase the multitude of ways creativity enriches our lives. Everyone is invited to be part of this global event in the world’s most beautiful city to connect, create and celebrate.”

Commercial Partners Sought
Destination NSW is looking for commercial partners for Vivid Sydney 2024 and is collaborating with global sports, events and representation company, IMG, to identify and secure relevant brand partners to help shape Vivid Sydney 2024 as a commercial partner.

Destination NSW Chief Executive Steve Cox advised “Vivid Sydney is Australia’s largest event, attended by millions of people each year from across Australia and the world and features boundary-pushing artists, thinkers, musicians, and culinary experts.

“Vivid Sydney is at the forefront of major international events by continually presenting a unique, diverse, and evolving range of experiences. The fresh ideas, perspectives, and creative opportunities our commercial partners bring to Vivid Sydney play a critical role in its continual evolution.”

IMG SVP, Asia Pacific and managing director, Australia and New Zealand Chris Gilbert adds “Vivid Sydney offers companies and brands an incredibly compelling promotional and engagement platform from which to promote their brands at scale, while leveraging the festival’s unique DNA celebrating the best of human expression.

“We are excited to work with Destination NSW to further unlock the intrinsic partnership value that accompanies such a special community event.”

Destination NSW partnered with IMG to launch elements of the newest event pillar Vivid Food, at Vivid Sydney 2023, producing three successful events celebrating Sydney’s world-class food, top chefs and extraordinary culinary experiences: Vivid Residence headlined by Daniel Humm, Vivid Chef Series and Vivid Fire Kitchen.

Vivid Sydney 2024 runs for 23 nights from 24th May – 15th June

Partners interested in working with Destination NSW should reach out to IMG Partnerships team directly via phone on (02) 9285 8000 or email partnerships@img.com

Tickets are now on sale. For more information and to keep updated about additions to the program, go to vividsydney.com.

Image. Vivid Sydney 2023. Credit: Destination NSW

About the author

Karen Sweaney

Co-founder and Editor, Australasian Leisure Management

Artist, geoscientist and specialist writer on the leisure industry, Karen Sweaney is Editor and co-founder of Australasian Leisure Management.

Based in Sydney, Australia, her specific areas of interest include the arts, entertainment, the environment, fitness, tourism and wellness.

She has degrees in Fine Arts from the University of Sydney and Geological Oceanography from UNSW.

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