Vivid Sydney, the world’s largest festival of light, music and ideas, is a major driver of visitors to Sydney, Australia, during winter, and adds millions of dollars to the New South Wales economy. It is owned, managed and produced by Destination NSW, the State Government’s tourism authority.
In 2016 Vivid Sydney ran for an extra five nights (23 in total) and included more light precincts and music and ideas events. Despite the size of the festival, a limited advertising budget existed. PR needed to encourage more visitors to see and experience Vivid Sydney for more nights.