2018 PARTNERSHIP OPPORTUNITIES COMMERCIAL IN CONFIDENCE

Transcription

1 2018 PARTNERSHIP OPPORTUNITIES COMMERCIAL IN CONFIDENCE

2 Destination New South Wales, the New South Wales Government s tourism and major events agency owns, manages and produces the Vivid Sydney festival. Destination NSW is inviting Expressions of Interest for organisations wanting to be part of Vivid Sydney In 2017 Vivid Sydney welcomed more than 2.3 million people over 23 days and nights, showcasing a spectacular outdoor gallery of lighting sculptures, cutting-edge contemporary music and some of the world s great creative industry forums. This success was acknowledged with NSW being recognised at the prestigious 2017 Australian Event Awards as the Best Event State and Vivid Sydney winning the accolade for the Best Tourism Event and Best Cultural, Arts and Music Event. Celebrating its 10th Anniversary in 2018, Vivid Sydney is continually setting the benchmark for world class creativity and innovation. The event has attracted globally recognised brands and can provide your organisation the opportunity to leverage the creative inspiration, live entertainment, innovation credentials, high profile brand positioning and visitor engagement with millions of attendees.

3 VIVID SYDNEY EVENT PILLARS LIGHT MUSIC IDEAS Vivid Light engages lighting artists, designers and manufacturers from around Australia and the world to illuminate, interpret and transform Sydney s urban spaces through their creative vision. Vivid Music presents a cutting-edge contemporary music program hosting a lively and eclectic range of live performances and ground-breaking musical collaborations from local to international acts. Vivid Ideas is the Asia Pacific s annual celebration of innovation and creativity, building audiences and markets for the creative industries through ideas and conversations. vivid Sydney 2018 Partnership Opportunities 2

4 VIVID SYDNEY BRINGS TOGETHER... VIVID LIGHT VIVID MUSIC VIVID IDEAS Vivid Light is a mass public event program that transforms Sydney with light sculptures and grand-scale projections on iconic buildings and structures. In 2017 this included over 109 light installations and projections. The Rocks Circular Quay Sydney Opera House Darling Harbour Martin Place Harbour Lights Chatswood Royal Botanic Gardens Sydney Taronga Zoo Vivid Music offers an extensive program of performance, musical collaborations and the best in contemporary and experimental music at venues throughout the city. In 2017 some of the world s most innovative artists performed 396 events at 44 venues across the city. Sydney Opera House Carriageworks Seymour Centre The Basement The Argyle Oxford Art Factory Leadbelly Newtown and more The Vivid Ideas program combines professional symposiums and master classes with public events that explore new ideas, to generate a rich and diverse flow of creative discussion. In 2017, 606 speakers participated in over 280 Vivid Ideas events across the city. MCA Seymour Centre Carriageworks Sydney Town Hall University of Sydney Overseas Passenger Terminal and more 3 Vivid Sydney 2018 Partnership Opportunities

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6 VIVID SYDNEY BUSINESS MODEL B2C CONSUMER Audience for the Lights, Music and Ideas Content for Engagement VIVID IDEAS Art meets technology & creates new business B2B BUSINESS Sponsors, creative industry forums, business conferences and technology showcase Networking & Conversion 5 Vivid Sydney 2018 Partnership Opportunities

7 BUSINESS MODEL TO CREATE IMMERSIVE CONTENT Event Owner & Producer Event Partners, Supporters, Collaborators & Precincts ENABLE FACILITATE Jointly develop engaging event content to meet DNSW and all Stakeholders key objectives CREATE COLLABORATE Integrate content and activations; leverage Vivid Sydney programs to engage your key stakeholders, business and consumer KPI s Participate in Vivid Ideas forums, showcase innovative technology, new content and convert opportunities vivid Sydney 2018 Partnership Opportunities 6

8 SPONSOR ENGAGEMENT MODEL 1. OUTLINE KPI S Meetings to discuss Vivid Sydney and sponsor objectives/kpi s with the Destination NSW (DNSW) team 2. CONTENT INTEGRATION Meet with the DNSW team to review opportunities to integrate sponsor into Vivid light content, Vivid Ideas events and other activations 3. SPONSORSHIP PROPOSAL Detailing how best to leverage your Vivid sponsorship 4. VIVID MARKETING PLANS AND EVENT CONTENT DNSW to share plans and event development updates 7. MONTHLY PLANNING SESSIONS With the DNSW multi disciplinary team from Comms/PR, Event Development, Marketing, Research 6. CONTRACT, RIGHTS AND BENEFITS Confirming your sponsorship and outlining rights and benefits light content, Vivid Ideas events and other activations 5. IMPLEMENTATION SCHEDULE Timings for event content, marketing (logos, content, images), key messages, meetings and reporting 7 Vivid Sydney 2018 Partnership Opportunities

9 AS A VIVID SYDNEY SPONSOR Exclusivity no two sponsor programs are the same Customised program addressing your business KPI s and objectives Customised rights and benefits integrating your brand into relevant parts of the event Sponsorship program marketing rights and benefits are provided as per the sponsorship tiers outlined in this document vivid Sydney 2018 Partnership Opportunities 8

10 VIVID SYDNEY MARKETING PROGRAMS...

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12 VIVID SYDNEY MARKETING PROGRAM THE 2017 VIVID MARKETING PROGRAM IS AN INTEGRATED EVENT MARKETING CAMPAIGN THAT INCLUDES: Promotion of Vivid Sydney in international and domestic partnership campaigns with airlines and travel partners across all marketing channels Dedicated 36 page newspaper lift out with 2.4M distributed via key metro and regional newspapers (and Chinese version) Outdoor activity in Melbourne, Brisbane, Gold Coast and ACT TV, digital, radio and print advertising to promote the Vivid program, sponsors and precincts Transport communications targeting local Sydney residents within the event footprint Retail Activation and City Banner programs Media releases and coverage across news outlets, including print, online, radio, TV, and earned social media Media familiarisation program International and domestic media Ministerial announcements Film and photography across the event. In 2017 Vivid Sydney achieved: 2.02 million website visits 59,000 app downloads Vivid Sydney Facebook reached over 57.5 million during the event (a 37% YoY growth) Vivid Sydney content reached 390 million people via #vividsydney; 1.1 million people via #vividideas; and 2.6 million people via #vividmusic Coverage across all major news outlets running across print, online, radio, TV, and earned social media 37 media releases issued Largest ever media familiarisation program 168 interstate and international media visited Vivid Sydney 2017 (33% increase YOY). 11 Vivid Sydney 2018 Partnership Opportunities

13 Digital and social media; right: Vivid Sydney lift out guide Outdoor promotion City branding and hoardings

14 VIVID SYDNEY SPONSORSHIP PROGRAMS CATEGORY OVERVIEW Vivid Contributor Funding light, music or ideas Vivid Collaborator from $90k Cash VIK / MIK Vivid Ideas / Music Supporter from $60K Cash Vivid Supporter $180K cash VIK/MIK Vivid Partner $360K cash VIK/MIK Category rights and benefits (exclusively of topic) Logo branded signage across the event indoors and outdoors Inclusion in Vivid Sydney lift out guide 2.6M Logo branding and inclusion in Vivid Ideas and Music brochures Vivid logo acknowledgment in Vivid Sydney lift out guide 2.6M National advertising inclusion Strip ad 1/4-1/2 page Dedicated web page/s on vividsydney.com Sponsor logo acknowledgment on website Inclusion on the Vivid Sydney app Social media posts via Vivid channels Co-curate a Vivid Ideas session/conference, naming rights and content management Light installation and activation and branding Inclusion in the Vivid Music or Vivid Ideas program (if light activation) (if music related) (if music or ideas related) (if music or ideas related) Hospitality and ticketing provision for Vivid Sydney media launch, Ideas/Music events Access to Vivid Sydney intellectual property via digital/online, social media, marketing, etc Right to issue media releases Opportunities to engage with government dignitaries and business VIPs at official launch events Speaker engagement opportunities at Vivid Ideas Access to Vivid Sydney corporate hospitality venues and packages All prices are ex GST and in AUD. 13 Vivid Sydney 2018 Partnership Opportunities

15 VIVID SYDNEY PROGRAMS VOLUNTEER PROGRAM Integrate your branded personnel on the footprint of Vivid Sydney, supporting our Vivid Sydney Volunteer program; over 700 volunteers took part in SUSTAINABILITY PROGRAM Vivid Sydney prides itself on sustainable practices and aligning with businesses to help keep the Vivid Sydney event clean and viable for all of Sydney. ACCESS AND INCLUSION Vivid Sydney is an event for everyone; association with businesses that can support infrastructure, provide guidance and support for an inclusive event presents great opportunities. COMMUNITY BUSINESS PROGRAMS Vivid Sydney supports the local community with emerging creative talent, professional forums through Vivid Ideas, and by providing Retail Activation packs distributed to retail outlets throughout Sydney. vivid Sydney 2018 Partnership Opportunities 14

16 VIVID CONTRIBUTOR MARKETING RIGHTS & BENEFITS The Vivid Contributor status is applicable to those stakeholders who provide a financial contribution to a specific Vivid Sydney activation. The Vivid Contributor category offers the key benefits outlined below; LOGO, BRANDING AND SIGNAGE Logo branding on a light box that accompanies the light installation or signage allowed in Music or Ideas event Logo acknowledgment on a web page that features content that the Vivid Contributor is associated with Logo promoted for the specific Vivid Ideas or Vivid Music event and within dedicated event venue. MARKETING ACTIVITY Use of the Vivid Contributor logo lock-up on the organisation s media / marketing channels, to recognise contribution as part of Vivid Ideas / Vivid Music / Vivid Lights as relevant Vivid Contributor function as per relevant contribution (Vivid Ideas, Vivid Music, Vivid Lights) Other rights, benefits and acknowledgments to be reviewed on a case by case basis. 15 Vivid Sydney 2018 Partnership Opportunities

17 VIVID COLLABORATOR MARKETING RIGHTS & BENEFITS Collaborator status is reserved for suppliers, contractors and contributing services that provide benefits to the operations of Vivid Sydney (this is not a commercial sponsorship category). Investment from $90k (cash) plus approved budget relieving * contribution. The Vivid Collaborator category offers the key benefits outlined below; LOGO, BRANDING AND SIGNAGE Logo acknowledgment on the Vivid Sydney website Logo acknowledgment on a web page that features content that the Vivid Collaborator is associated with Logo acknowledgment as part of the Vivid Sydney logo lock-up on selected collateral, digital assets and external branding around Sydney. MARKETING ACTIVITY Use of the Vivid Collaborator logo on the organisation s media / marketing channels, to recognise their sponsorship Inclusion of the organisation s corporate logo within the Vivid Sydney marketing materials and communications including the Vivid Sydney 36 page dedicated newspaper liftout (over 2.6 million copies distributed) Other rights, benefits and acknowledgments to be reviewed on a case by case basis. * Please note: Budget relieving contribution refers specifically to activations, goods or services provided in-kind by the sponsor, that are of value to the event and replace the costs of these goods and services that Vivid Sydney would otherwise incur as operational expenses. vivid Sydney 2018 Partnership Opportunities 16

18 VIVID IDEAS / MUSIC SUPPORTER MARKETING RIGHTS & BENEFITS WITHIN IDEAS & MUSIC ONLY Investment (circa) $60K (cash) and budget relieving. The Vivid Ideas/Music Supporter category offers the key benefits and marketing support across the event as outlined below; VIVID IDEAS SPONSOR EVENT Sponsor facilitated Vivid Ideas/Music conference with promoter naming rights Sponsor co-curate a Vivid Ideas/Music themed event with DNSW Sponsor manages theme, talent and content as part of the Vivid Ideas/Music event Venue hire paid by DNSW for first day of Vivid Ideas/Music event Exclusivity in Vivid Ideas/Music themed content and category Additional: access to a 2 hour session at Vivid Ideas/Music Exchange for private function. LOGO, BRANDING AND SIGNAGE Logo acknowledgment on the Vivid Ideas/Music website Logo acknowledgment on a web page that features content that the Vivid Supporter is associated with Logo included on Vivid Ideas/Music printed program and EDM Logo promoted for the specific event and within dedicated event venue. MARKETING ACTIVITY Use of the Vivid Ideas/Music Supporter logo lock-up on the organisation s media / marketing channels, to recognise sponsorship as part of Vivid Ideas/Music only Inclusion of the organisation s corporate logo within the Vivid Ideas/Music marketing materials and other Vivid Sydney communications where relevant 2 posts on Vivid Sydney social media channels - including Facebook, Twitter and Instagram Other rights, benefits and acknowledgments to be reviewed on a case by case basis. NB. This package is still in development. All content and Vivid Ideas programming subject to DNSW approval 17 Vivid Sydney 2018 Partnership Opportunities

19 Vivid Ideas 2017, Shepard Fairey, Town Hall Vivid Music 2017, CurveBall at Carriageworks Vivid Ideas 2017, MCA Vivid Music 2017, Boy George at CafeDelMar

20 VIVID SUPPORTER MARKETING RIGHTS & BENEFITS ACROSS ENTIRE EVENT Investment from $180k (cash) plus approved budget relieving * contribution. The Vivid Supporter category offers the key benefits and marketing support across the event as outlined below; LOGO, BRANDING AND SIGNAGE Sponsor logo acknowledgment on the Vivid Sydney website Sponsor logo acknowledgment on a web page that features content that the Vivid Supporter is associated with Sponsor logo acknowledgment as part of the Vivid Sydney logo lock-up on selected collateral, digital assets and external branding around Sydney. DIGITAL EXPOSURE Opportunity to co-curate content for feature on Vivid Trails (subject to DNSW approval) Inclusion in the Vivid Sydney app 5 posts on Vivid Sydney social media channels - including Facebook, Twitter and Instagram. MARKETING ACTIVITY Use of the Vivid Supporter logo lock-up on the organisation s media / marketing channels Inclusion of the sponsor s logo on Vivid Sydney marketing materials and communications Logo and small editorial / ad within the Vivid Sydney 36 page dedicated newspaper lift out (over 2.6 million copies distributed in Australia / NZ) Coordinated media activities and PR / editorial via the relevant Vivid Sydney program (assessed on a case by case basis). 19 Vivid Sydney 2018 Partnership Opportunities

21 PR AND COMMUNICATIONS Media coverage opportunities across relevant and available news outlets (print, online, radio, TV, and earned social media) Opportunities to leverage media familiarisation program International and domestic media with approved content and messages with DNSW Potential inclusion in media releases and Ministerial announcements Film and photography inclusion where applicable with DNSW approved programs. EVENT BENEFITS Approval to leverage Vivid Sydney intellectual property via digital / online, social media, marketing channels Integration into the Vivid Sydney 2018 program content including activations at the event (subject to approval) The opportunity for the sponsor to participate at the Vivid Ideas Exchange via the inclusion of content and/or speakers (subject to content and speakers being approved by DNSW) Tickets to various Vivid Sydney launches, functions, events, shows and programs Review other integration opportunities on a case by case basis across the event Exclusive hospitality packages (discounted for sponsors). OPTIONAL BENEFITS WITH VIVID IDEAS Options to co-curate Vivid Ideas event (as per Vivid Ideas Supporter) as agreed. * Please note: Budget relieving contribution refers specifically to activations, goods or services provided in-kind by the sponsor, that are of value to the event and replace the costs of these goods and services that Vivid Sydney would otherwise incur as operational expenses. vivid Sydney 2018 Partnership Opportunities 20

22 VIVID PARTNER MARKETING RIGHTS & BENEFITS ACROSS ENTIRE EVENT Investment $360,000 (cash) plus budget relieving * contribution and activation. The Vivid Partner category offers the key benefits and marketing support across the event as outlined below; LOGO, BRANDING AND SIGNAGE Sponsor logo acknowledgment on the Vivid Sydney website Sponsor logo acknowledgment on a web page that features content that the Vivid Partner is associated with Sponsor logo acknowledgment as part of the Vivid Sydney logo lock-up on selected collateral, digital assets and external branding around Sydney. DIGITAL EXPOSURE Sponsor logo acknowledgment on the Vivid Sydney mobile application - Vivid Snap/Trails Opportunity to co-curate content for feature on Vivid Trails (subject to DNSW approval) Inclusion in the Vivid Sydney app 10 posts on respective Vivid Sydney social media channels- including Facebook, Twitter and Instagram. MARKETING ACTIVITY Use of the Vivid Partner logo lock-up on the organisation s media / marketing channels Additional inclusion of the organisation s logo on approved marketing materials and communications including: Vivid Music Guide and Vivid Ideas Guide Print campaign activity Larger editorial and advertising space allocated within the Vivid Sydney 36 page dedicated newspaper liftout (over 2.6 million copies distributed in Australia / NZ). 21 Vivid Sydney 2018 Partnership Opportunities

23 PR AND COMMUNICATIONS Media coverage opportunities across relevant and available news outlets (print, online, radio, TV, and earned social media) Opportunities to leverage media familiarisation program International and domestic media with approved content and messages with DNSW Potential inclusion in media releases and Ministerial announcements Film and photography inclusion where applicable with DNSW approved programs. EVENT BENEFITS Approval to leverage Vivid Sydney intellectual property via digital / online, social media, marketing channels etc Integration into the Vivid Sydney 2018 program content including activations at the event (subject to approval) Speaker engagement opportunities at the Vivid Ideas Exchange Inclusion in Vivid Ideas content programming - providing the opportunity for your brand to engage with key audiences Extra hospitality and ticketing provisions at Vivid Sydney launches and key Vivid Ideas/Music events - including VIP Invitations Exclusive inclusion in DNSW media releases Category exclusivity Exclusive hospitality packages (discounted for sponsors). OPTIONAL BENEFITS WITH VIVID IDEAS Options to co-curate Vivid Ideas event (as per Vivid Ideas Supporter) as agreed. * Please note: Budget relieving contribution refers specifically to activations, goods or services provided in-kind by the sponsor, that are of value to the event and replace the costs of these goods and services that Vivid Sydney would otherwise incur as operational expenses. vivid Sydney 2018 Partnership Opportunities 22

24 GLOBAL BRANDS VIVID SYDNEY Intel: Drone Vivid Sydney 2018 Partnership Opportunities Ford: Freedom of Movement light activation Canon: Vivid Memories

25 American Express Invites Lounge 2017 Huawei: Augmented Reality Activation 2016 Allianz Harbour Lights #inspired 2017 TAFE NSW: Electric Forest, Royal Botanic Garden

26 WORKING WITH VIVID SYDNEY THE VIVID SYDNEY TEAM WILL HELP YOU: Showcase and demonstrate the creativity of your brand, team and customer by exploring innovative and imaginative aspects of your business and make them come to life (R&D, product, customer integration, service, etc) Guide the creative direction of your activations and work with your agency Integrate light activations and installations with Vivid Ideas talks and shared learnings revolutionary and futurist views and direction Light, music and ideas creating a holistic program to integrate throughout all of Vivid Sydney Support your involvement with account management, PR, social media, advertising and marketing campaigns and programs 25 Vivid Sydney 2018 Partnership Opportunities

27 KEY DATES VIVID SYDNEY MAY 16 JUNE 2017 Meetings and discussion on sponsorship packages and details, and confirm sponsorship offer and contracts drafted Planning commences for Vivid Light, Vivid Ideas and VividMusic, briefing and concepts agreed Contracts signed and content commenced Concepts and content finalised, renders designed and marketing program agreed Media launch Full marketing program commences Vivid Sydney launches. vivid Sydney 2018 Partnership Opportunities 26

28 GENERAL GUIDELINES CONTRIBUTOR CATEGORY does not permit the organisation to: Undertake general marketing of the event or promotional activation at the event. PARTNER AND SUPPORTER CATEGORY does not permit the organisation to: Pass on any sponsorship rights to other sponsors or third parties Use the brand name Vivid Sydney i.e. no other editions to the name are allowed. BUDGET RELIEVING CONTRIBUTION refers specifically to: Activations, goods or services provided in-kind by the sponsor that; Are of value to the event and/or Replace the costs of these goods and services that Vivid Sydney would otherwise incur as part of operational expenses. MARKETING RIGHTS AND BENEFITS A document will be provided that outlines the marketing rights each sponsor category can access. This includes logo use, intellectual property rights and restriction on Pass on rights to other sponsors or parties. APPROVAL OF MARKETING AND COMMUNICATIONS MATERIALS All marketing materials promoting your association with Vivid Sydney, event content and use of the Vivid Sydney sponsor logo must be approved prior to release by please allow 72 hours for approval. MEDIA AND PR The Destination NSW Communications team will work with you on key messages, communication calendars and press releases and provide you with DNSW branding guidelines. All media materials must be approved by DNSW please allow 72 hours for approval. 27 Vivid Sydney 2018 Partnership Opportunities

29 RESTRICTED CATEGORIES CATEGORY GUIDELINES & RESTRICTIONS The following categories / organisations are not permitted to participate in the funding or activation of the event (either directly or closely linked) which are not considered appropriate for general exhibition and/or family-friendly. Adult/sexual products and services Gaming and gambling activities Tobacco Cleaning, hygiene and personal care products Alcohol products Weapons. RESTRICTIONS MAY APPLY IN THE FOLLOWING CATEGORIES: Destination marketing and state tourism organisations (including regional tourism organisations and third party tourism websites) Online travel booking services, airline or accommodation Camera photography Cause-related marketing organisations Telecommunications Banking Coal seam gas suppliers Publishers and media organisations Automotive. Please contact Destination NSW for more information vivid Sydney 2018 Partnership Opportunities 28

30 KEY CONTACTS SPONSORSHIP Leisel Shaw Vivid Sydney Commercial Partnerships Manager Destination NSW E leisel.shaw@dnsw.com.au D OPERATIONS & PRODUCTION Adam Lowe Project Director Vivid Sydney E adam.lowe@dnsw.com.au D

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32 vividsydney.com #vividsydney