Sydney will be given a new “brand” in a bid to drive business growth, investment, innovation, arts, lifestyle, events, education and tourism, Premier Morris Iemma announced today.
Mr Iemma said the multi-dimensional “city brand” would assist business and better deliver Sydney to the world.
“Developing a Brand Sydney is not just about logos and tag lines, it’s about capturing the stature, strengths and spirit of this great global city,” Mr Iemma said.
“The new brand will create an image and reputation for Sydney that will differentiate it from other cities around the world.
“Our city has a reputation as a global financial centre with a competitive business sector and is a leader in creativity and innovation.
“The new brand will build on Sydney’s already strong reputation overseas and set our industries apart from their competitors.
“Sydney needs to tell its story better to the rest of the world.
“People are clearly aware that we are a welcoming city with a beautiful harbour and relaxed lifestyle and now we need to tell them more about how well we perform in other areas such as education, finance and innovation.
“The Sydney brand will deliver a consistent message to international audiences that will define Sydney as a leader in business, culture, tourism, events and education.”
Mr Iemma said Brand Sydney would build on work to attract significant projects and major events, showcasing Sydney’s role as a business hub in the Asia Pacific and promoting the State as a great place to do business.
“In March, Sydney was voted the number one city brand in the world in the annual Anholt City Brands Index for the second year in a row,” Mr Iemma said.
“This new brand will build on our success as a global city that is an excellent location for business, a host city for world-class events and a number one destination for visitors.”
A Brand Sydney Project has been established to develop a contemporary city brand with John O’Neill AO appointed as independent Chair of the Steering Committee.
Image: Tourism Australia Copyright
