The City Branding of Sydney

Geoff Parmenter

Chapter Chapter 27 in City Branding, 2011, pp 199-205 from Palgrave Macmillan

Abstract: Abstract Despite being consistently acknowledged as one of the best cities in the world, Sydney has been losing ground competitively in recent times to other cities, in Australia and overseas. Prompted by a series of reports written by Sydney businessman John O’Neill, in mid-2008 a broad group of Sydney stakeholders joined in a major city-wide collaboration to unite, align and inspire the city to market itself far more strongly. The initiative has delivered the first ever research validated brand model for Sydney, and has catalyzed and provided the framework to harness a number of large scale initiatives now being implemented across the city. These include tens of billions of dollars worth of infrastructure developments, an innovative, distinctive program of Sydney-specific annual events and festivals, dedicated campaigns and programs from Tourism and State Development, and a leading role in Australia’s bid to host the FIFAWorld Cup in 2018 or 2022.

Keywords: Global City; Brand Model; Large Scale Initiative; Design Research Activity; Business Event (search for similar items in EconPapers)
Date: 2011
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-29479-0_27

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DOI: 10.1057/9780230294790_27

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