Brands of the future: marketers light up Vivid Sydney after a two-year hiatus
Vivid Sydney is one of NSW’s most significant tourist events, attracting more than 2.4 million visitors to get out and about in the city during its last event in 2019. With so many eyes on the festival of lights, Mumbrella’s Kalila Welch took a look at why Vivid has become the perfect branding opportunity for premium brands who seek to absorb some of the event’s magic.
Vivid Sydney has returned its shining lights to the NSW state capital city after a two year COVID enforced hiatus and so too have the bevy of branded moments and partnerships that help make the event possible.
Despite the festivals cancellation in 2020 and 2021, the event has only grown in momentum after a record breaking year in 2019, reportedly attracting 435,000 attendees during its first weekend, according to NSW Tourism Minister Stuart Ayres.
With so many brands keen to feel the warmth of Vivid Sydney’s light – or more, the excitement and brand salience the event offers – I took a look at what makes Vivid such a sought after brand opportunity for marketers.
