Destination New South Wales has appointed Red Agency as its PR partner for the upcoming Vivid Sydney festival.
The event, entering its eighth year, is the world’s largest festival of lights, music and ideas. Owned and run by Destination NSW, it takes place May 27 – June 18.
Following a competitive pitch, Red Agency will advise on boosting the festival’s brand, attracting large-scale media coverage and growing awareness of Vivid Sydney globally.
"Vivid Sydney is a stand out on the major events calendar," said Red Agency general manager Aaron Crowther.
"Each year it gets bigger and better and we are looking forward to working closely with Destination NSW to ensure this year grows even better."
Crowther added that Red Agency is keen to fulfil both the strategic and creative elements of Vivid Sydney’s brief.
Sandra Chipchase, CEO of Destination NSW and executive producer of Vivid Sydney, said: "We expect the 2016 Vivid Sydney Festival to be our biggest and brightest yet, and we are excited to be partnering with such an impressive team."