Greater Sydney Partnership launches to market Sydney as a global city
The Greater Sydney Partnership, the not-for-profit organisation created to promote Sydney as Australia’s only global city, will today have its official launch.
Founding chairman Peter Holmes à Court said it is working to sign up 70 organisations to be part of a “marketing alliance” that will aim to more effectively market the city.
The Partnership has received seed funding from the NSW State Government and other public and private sector stakeholders.
Its three founding partners are the Committee for Sydney, the Sydney Business Chamber and the Tourism & Transport Forum.
Organisations it is looking to sign up to a marketing alliance include those in sectors such as the arts and culture, hotels, conferences and events, and sporting.
“It’s been observed many times that Sydney does not have a coordinated approach to marketing Sydney. All these different organisations spend hundreds of millions of dollars to promote their events and bring tourism to Sydney,” Holmes à Court told Mumbrella.
“It’s about pulling all those groups together into a marketing alliance and helping Sydney sell itself more effectively.”
He said that the Greater Sydney Partnership encompasses not only the already well-known parts of central Sydney, but also areas such as Parramatta as Sydney’s second CBD, through to the west, east, north and south of Sydney.
Holmes à Court added: “This initiative is built on the successful principles employed by some of the world’s most recognised cities such as New York, London, Amsterdam and Edinburgh.
“The Federal Government has also recognised the importance of the Partnership in growing Sydney’s international standing as the key gateway into Australia.”
The Partnership evolved from the Brand Sydney initiative, which now forms part of the new organisation.
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Nobody has yet been able to explain to me how the concept of being a “global city” works, or what it even means. It’s actually a complete oxymoron. Much less explicable is why Sydney qualifies as the only such beast in Australia.
It reeks of meaningless cultural cringe to me.
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You can watch the webcast live at http://www.greatersydneypartnership.com.au. What’s your view of Sydney?
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What’s new in that? That ole line has been pumped for decades. It’s oh so Sydney. Are Sydneysiders really that unsure of their place in Australia that they need to tell the world that they are part of the globe?
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The event was fantastic, and evoked great pride not only for Sydney, but for marketing Australia.
It’s not just about tourism, it’s about promoting Sydney as a business brand.
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Does anyone know or have they been approached for their organisation to be a part of this alliance. It all sounds well and good but will it be just a fluffy way for the Government and the City of Sydney to spend millions of tax payers money on a new logo or will they actually give a stuff and ask real businesses and real organisations to be involved????
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Can someone explain why we need need yet another layer of marketing and promotions people in addition to all the existing organisations at national, state and local government levels, in tourism promotion, business development and generic corporate relations, in the public and private sector?
Why do we need a separate organisation to start “pulling all those groups together into a marketing alliance and helping Sydney sell itself more effectively”? Is everyone already involved in this work so incompetent and so uncooperative that that can’t do their job without even more expensive external help?
What a wank!
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Brand Sydney?
I just can’t see P Holmes A Court getting out of his Aston Martin to test drive the airport rail link at rush hour. Covertly I mean. Without cityrails knowledge. This rail service and the airport generally both suck in terms of global standards. Tourism NSW can’t improve this and they’re govt.
If the first contact with Brand Sydney is Sydney Airport and Cityrail then this is a load of wank and we’re in big trouble
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Having worked for Central London Partnership for 2 years (bringing together the private & public sector on ways to improve London), I will be keenly interested to see what initiatives this similar set up can orchestrate. I recall being despondent returning to Sydney back in 2005 after several years abroad and realising how behind the times Sydney is compared to other international cities in a number of areas – Economic Development initiatives, transport and infrastructure, the arts, BIDs, communication etc. There’s the potential for great things if GSP can get it right!
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As part of its role to develop an integrated brand and marketing platform for Greater Sydney, I am stumped as to what the new Sydney logo this organisation is promoting on their site and in their launch (see slide 67), apart from their own. The new logo is running in Melbourne as part of the Sydnicity campaign but as yet no one has actually launched it or wants to own it. NSW Tourism? Which agency designed this doozy? It’s totally inexplicable and very low key. Dr Mumbo..over to you? We don’t need another logo, we just need some kind of strategy from all of these seemingly competing organisations. WSROC, GSP, Sydney.com, SCC etc
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