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 May 20, 2014
Sydney Shines, Business Events Sydney's New Branding Launched Today At IMEX Frankfurt

 Sydney Shines, Business Events Sydney's new branding launched today at IMEX Frankfurt, is the story of this city that is open to bright ideas: a city that not only welcomes challenge, but thrives on it.

The brand provides a platform to share the many facets of Australia's global city -- to explore Sydney's ingenuity and ability to bring creative concepts to reality, with its bright minds and unique natural environment.

"Sydney is a youthful city, unshackled by centuries of tradition. We have a history of changing the rules and of charting our own path to success. Our city bursts with energy, optimism and potential. There's this sense that anything is possible, that if we put our mind to it we can achieve anything."

"Through a broad research process, these were the attributes that both local and international participants identified as being "authentically" Sydney," said Lyn Lewis-Smith, CEO of Business Events Sydney (BESydney).

"To help us tell this story, a strong group of brand ambassadors from so many walks of life have come together to share their unique perspective on the innovation that stems from the city and State that we love."

Dr Pia Winberg, Founder and Director, Venus Shell Systems Pty Ltd and BESydney Future Leader, said, "Sydney's got a visionary culture and feel to it. There's no door that's closed, there's no idea that is forbidden... and so we can afford to be really creative and innovative... and come up with things that will really work in the future."

Brand ambassadors to date include:

- The Hon. Andrew Stoner, Deputy Premier of New South Wales (NSW)
- Mr Bill Bowtell AO, Executive Director, Pacific Friends of the Global Fund to Fight AIDS, Tuberculosis and Malaria
- Professor Roy Green, Dean, Faculty of Business, University of Technology Sydney
- Professor Ken Maher, Executive Chairman, HASSELL
- Mr Alex Malley, CEO, CPA Australia
- Professor John Mattick AO, Executive Director, The Garvan Institute of Medical Research
- Mr Rod McGeoch AO, Partner Alumni, Corrs Chambers Westgarth
- Dr Jacky Niu, Business Events Sydney
- Scientia Professor Veena Sahajwalla, Director, Centre for Sustainable Materials, Research and Technology, University of New South Wales
- Mr Bruce Tyrrell AM, Tyrrell's Wines
- Dr Pia Winberg, Founder and Director, Venus Shell Systems Pty Ltd

"It was important to BESydney to let industry leaders tell their stories and why they believe that Sydney Shines. Sydney is a magnet for international talent -- retained and adopted -- and the reasons behind this run much deeper than geography," said Lewis-Smith.

NSW has many strings to its bow -- the State is home to 74 per cent of Australia's financial and insurance services and R&D, Sydney is Australia's biggest manufacturing centre and has more multinational regional headquarters than any other city in Australia. In 2013, Sydney was voted the 2nd most innovative city in the Asia Pacific and ranked number one globally for reputation.

"Australia also has one of the highest rates of patent applications for brilliant innovations in renewable energy and biotechnology, and is home to many inventions that we take for granted. Think the bionic ear, WiFi, Google Maps, spray-on skin, and the black box flight recorder to name just a few. Our people are renowned for inspired solutions," said Lyn Lewis-Smith.

"Sydney is evolving at a rapid pace, from Barangaroo, Darling Harbour and the sparkling new International Convention Centre Sydney (ICC Sydney), to the University of Technology Sydney, Green Square and more. Now is the right time to showcase our strengths and why the international business community chooses to do business in Australia's global city. It's where people want to be."

The New South Wales (NSW) Government has made its commitment to the business events industry very clear. The billion dollar Darling Harbour redevelopment, scheduled to open in late 2016, will be the central focus, providing a fabulous collection of meeting and event spaces right on the harbour. Beyond this infrastructure commitment, NSW was one of the first in Australia, indeed perhaps globally, to embrace business events as part of an aligned economic development strategy. Because of this multi-tiered, whole-of-State engagement, the city has a unique ability to help clients meet and exceed their event objectives.

Mr Bill Bowtell AO, Executive Director, Pacific Friends of the Global Fund to Fight AIDS, Tuberculosis and Malaria, and BESydney Ambassadors said, "When people come here they not only look for the technological support and the infrastructure capacity to put on such a meeting [4th International AIDS Society Conference on HIV Pathogenesis, Treatment and Prevention]...They want to have a breadth and depth of connection with world experts."

Lyn Lewis-Smith concluded, "Our history is collaborative by nature -- the Opera House is just one example. Joern Uzton's vision drove innovation. He brought the best engineers and craftspeople from around the world to Sydney. And together they overcame challenge after challenge, inventing new technologies to meet the requirements of this building. Business Events Sydney is continuing this tradition of bringing together bright minds in our harbour city."

To view the new brand and videos, visit www.sydneyshines.com.au

www.businesseventssydney.com.au

@BESydney