VIVID 2021 MASTER BRAND GUIDELINES & ASSETS AS AT MAY 2021

Vivid Sydney 2021 Master Guidelines | A CONTENTS

DIGITAL ASSETS

Accompanying these guidelines is a suite of digital assets to make applying the brand to digital materials simple and effective.

ABOUT VIVID SYDNEY...... 1

APPROVAL PROCESS...... 2

VIVID SYDNEY BRAND ASSETS & IP...... 3

VIVID SYDNEY BRAND & LOGOS...... 4

LOGO CLEAR SPACE & MINIMUM SIZE...... 6

LOGO INCORRECT USAGE...... 7

LOGO COLOUR APPLICATIONS...... 8

NSW GOVERNMENT LOGO LOCKUP...... 10

COLOURS...... 11

TYPOGRAPHY...... 12

FRAMING DEVICE...... 13

GRAPHIC IMAGERY...... 14

VIVID SYDNEY IMAGERY...... 15

WEBSITE LINKS...... 16

TONE OF VOICE...... 17

APPLICATION EXAMPLES...... 18

PARTNER ADVERTISING GUIDELINES...... 22

WEBSITE & SOCIAL MEDIA GUIDELINES...... 26 VIVID SYDNEY PUBLICITY & COMMUNICATIONS GUIDELINES...... 30

CONTACT DETAILS...... 33

Vivid Sydney 2021 Master Guidelines | B EVENT OVERVIEW

Celebrating its 12th year in 2021, Vivid Sydney is an state’s visitor economy during winter, from our artistic The festival is owned, managed and produced by the annual creative festival that transforms Sydney's industries to entertainment and hospitality venues, NSW Government through Destination NSW. CBD into a playground of the unexpected, bursting accommodation provides and retailers. with imagination, innovation and technology from For more information visit vividsydney.com 6-28 August 2021. Vivid Sydney 2021 will activate and energise the Sydney CBD, The Rocks, Barangaroo, Darling Staged over 23 nights, Vivid Sydney fuses Harbour, , Luna Park and iconic city mesmerising art displays and 3D light projections structures such as the , Sydney with an eclectic line-up of musical performers, Harbour Bridge, MCA and Customs House. thought-provoking talks and workshops from some of the world’s greatest minds. In 2019 Vivid Sydney attracted a record 2.4 million attendees and injected $172 million into NSW’s visitor Vivid Sydney is a bright star on Sydney’s events economy and was once again awarded Best Tourism calendar supporting the entire ecosystem of the Event at the prestigious Australian Event Awards.

Vivid Sydney 2021 Master Guidelines | 1 APPROVAL PROCESS

PLEASE READ BEFORE PROCEEDING: MARKETING CONTACTS

The Vivid Sydney logo and graphic framing device are Marketing Material Approvals: registered trademarks of Destination NSW. Destination Rebecca Fear NSW owns the copyright to all other designs and logos Marketing Officer featured in this document. E: [email protected] ! P: 02 9931 1186 All Vivid Sydney material generated for marketing purposes, media, including media releases must be approved by Destination NSW before being published.

For marketing materials, please email to: [email protected] We endeavour to provide approvals within 48 hours.

For draft media materials, please email to: [email protected] and allow at least 14 working days prior to the desired distribution date for materials to be approved.

For information regarding the Vivid Sydney approval process or queries in relation to your proposed collateral, please contact your Destination NSW representative.

Vivid Sydney 2021 Master Guidelines | 2 VIVID SYDNEY BRAND ASSETS & INTELLECTUAL PROPERTY

Vivid Sydney 2021 Master Guidelines | 3 VIVID SYDNEY BRAND & LOGOS

Vivid Sydney Master Logo with dates - Horizontal Vivid Sydney Master Logo - Horizontal Locator & Dates Locator VIVID SYDNEY master LOGOS COLOUR The Vivid Sydney Master logo is the preferred logotype to use when promoting Vivid Sydney in its entirety.

The Vivid Sydney Master logo with dates should be used where sizing and legibility allow. Where the Vivid Sydney dates are mentioned in the VIVID_MASTER_BLUE_HOR_DATES VIVID_MASTER_BLUE_HOR collateral and if size restricts legibility then the Vivid Sydney Master logo without dates may be used.

Vivid Sydney Master Logo with dates - Vertical Vivid Sydney Master Logo - Vertical When appearing on Locator & Dates Locator photography, the Vivid Sydney logo should only be applied to sections of images that allow the logo to stand out. Background colours should be minimal and should not detract from the logo.

Both the logo and the framing devices have been trademarked and the TM must be used on these elements at all times.

Location of asset file in toolkit:

VIVID_MASTER_BLUE_VERT_DATES VIVID_MASTER_BLUE_VERT Vivid Sydney 2021Toolkit/Vivid 2021 Logos

Vivid Sydney 2021 Master Guidelines | 4 VIVID SYDNEY BRAND & LOGOS – MONO

Vivid Sydney Master Logo with dates - Horizontal Vivid Sydney Master Logo - Horizontal Locator & Dates Locator VIVID SYDNEY master LOGOS Mono The Vivid Sydney Master logo is the preferred logotype to use when promoting Vivid Sydney in its entirety.

The Vivid Sydney Master logo with dates should be used where sizing and legibility allow. Where the Vivid Sydney dates are mentioned in the VIVID_MASTER_BLACK_HOR_DATES VIVID_MASTER_BLACK_HOR collateral and if size restricts legibility then the Vivid Sydney Master logo without dates may be used.

Vivid Sydney Master Logo with dates - Vertical Vivid Sydney Master Logo - Vertical The Vivid Sydney mono logo Locator & Dates Locator can be reproduced in black or white versions.

Both the logo and the framing devices have been trademarked and the TM must be used on these elements at all times.

VIVID_MASTER_BLACK_VERT_DATES VIVID_MASTER_BLACK_VERT

Vivid Sydney 2021 Master Guidelines | 5 LOGO CLEAR SPACE & MINIMUM SIZE

1/4 X VIVID SYDNEY CLEAR SPACE GUIDE Correct clearance space distance is based on the X height of the logo. This X distance (1/4 X) should be maintained on all sides.

This clearance space rule should be applied to all versions of the logo.

VIVID SYDNEY MINIMUM SIZE GUIDE Minimum size conditions ensure clear reproduction and appropriate scale of the Vivid Sydney Master logo. 15mm Please ensure the minimum width of the ‘SYDNEY’ element is 15mm, in both horizontal and vertical logo formats for printing.

For digital applications where small size formats are required, approvals will be given on a case by case basis.

Vivid Sydney 2021 Master Guidelines | 6 LOGO - INCORRECT USAGE

VIVID SYDNEY 21 LOGO INCORRECT USAGE Incorrect use of the Vivid Don’t add any graphic or typographic Don’t stretch or compress the logotype Don’t shear or italicise the logotype Sydney logo can weaken and elements to the logotype damage the integrity and impact of the brand. Common examples of incorrect usage are outlined here.

Don’t add any effects or shadows Don’t use any alternate colours on the logo Don’t crop the logotype

PARTNER LOGO

Don’t place the logotype on complex Don’t encroach on clear space Don’t rotate at an angle backgrounds or graphics

Vivid Sydney 2021 Master Guidelines | 7 LOGO COLOUR APPLICATIONS

VIVID SYDNEY LOGO TYPE COLOUR The Vivid Sydney logo (in blue) may sit across multiple background colours as shown on the left. Do not use on backgrounds containing a similar shade and/or a colour that does not provide contrast.

Vivid Sydney 2021 Master Guidelines | 8 LOGO COLOUR APPLICATIONS

VIVID SYDNEY LOGO TYPE COLOUR The Vivid Sydney logo (in white) may sit across multiple background colours as shown on the left. Do not use this logo on white backgrounds.

The Vivid Sydney logo (in black) may only sit on a white background.

Vivid Sydney 2021 Master Guidelines | 9 NSW GOVERNMENT AND DESTINATION NSW LOGO LOCKUP

Section 2.6 Logo sizeNSW Government – A-series and Destination and printNSW logo adslockup Example: Digital display banner Example: Poster Vivid Sydney is owned, managed and produced by Destination NSW, the NSW Government’s tourism and major events agency. X = 10% All collateral produced to promote the event must include the NSW Government Waratah logo. Recommended size The guide size of our logo in A-series paper formats is 10% of the height (x) of the X = 10% document. LEARN MORE For other small size formats, please use the closest A size as a guide. These are examples only NSW Government logo size X = 10% The preference for the logo position isThe in thesize ofbottom the NSW Government left-hand cornerWaratah oflogo all printed on paper communications.formats is Where 10% of the this height (x) is not possible,of the document. the logo The can preference be positionedfor in the any logo other position corner. is in the 6 - 28 August bottom left-hand corner of all vividsydney.com communications. Minimum size in larger print applications (e.g. banners, superlites, landmarks These are examples only and metrolites) is 20% of the height (x) of landscape formats and 10% of the height (x) X X in portrait formats. The logo X must include the red waratah. A4 A3 A2

Vivid Sydney 2021 Master Guidelines | 10

NSW Government Brand Guidelines Master brand logo 21 COLOURS

VIVID SYDNEY COLOURS The Vivid Sydney palette is made up of three colours. Dark blue, light blue and pink. They can be used as a flat colour or combined within a gradient.

PMS 5255 PMS 312 PMS Process Magenta c67 m60 y0 k83 c94 m0 y11 k0 c0 m100 y0 k0 r23 g20 b57 r0 g175 b219 r236 g0 b140

Vivid Sydney 2021 Master Guidelines | 11 TYPOGRAPHY

Primary Typeface - For Headlines and Sub Headlines Vivid SYDNEY Typeface The primary typeface for Vivid Sydney is Rift. Rift is to be used for headlines and RIFT Bold sub headlines. The primary typeface for body copy is Din.

When Rift or Din typefaces are ABCDEFGHIJKLMNOPQRSTUVWXYZ not available please use Arial Narrow Bold for headline and sub headline copy and Arial 1234567890 Regular for body copy. Note: Please use the Rift glyph RIFT demi for number '1'. ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Primary Typeface - For Body Copy DIN REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Vivid Sydney 2021 Master Guidelines | 12 FRAMING DEVICE

Plain frame, large logo example Logo frame example GRAPHIC FRAMING DEVICE The Vivid Sydney logo and branding identity contains a X Y graphic framing device that can be used independently of the logo to frame key X messaging and images.

The framing device has been trademarked and the TM must be used on all Vivid Sydney framing elements.

X When applied, the framing devices must be the same proportion. Both frames are X to appear simultaneously and 1/2 X are to be placed on the top left and bottom right of the overall creative area to frame the entire space including images, key messages, logos and call to actions.

When the frame doesn't align with the logo, the X value indicates the size of the framing device. X is equivalent to half of the letter 'V' in the logo. 1/2 X indicates the position of the VIVID 2021 LOGOS / VIVID_FRAMES_TM Y clearance border.

When the frame does include the logo, the Y value indicates 1/2 Y the size of the framing device. Y is equivalent to the height of the letter 'V' in the logo. 1/2 Y Y Y indicates the position of the clearance border.

See the examples from page 18 onwards.

Vivid Sydney 2021 Master Guidelines | 13 GRAPHIC IMAGERY

VIVID SYDNEY GRAPHIC IMAGERY The preferred Vivid Sydney graphic imagery for 2021 is the Fluid Light. This symbolises the creative flow, diversity and energy of Vivid Sydney.

Use of the Fluid Light is subject to approval by Destination NSW before 6 - 28 August being published. vividsydney.com

VIVID_GRADIENT_FLUID_LIGHT_1.JPG

VIVID_GRADIENT_FLUID_LIGHT_2.JPG VIVID_GRADIENT_FLUID_LIGHT_3.JPG

Vivid Sydney 2021 Master Guidelines | 14 VIVID SYDNEY IMAGERY

VIVID SYDNEY IMAGERY These images are examples of the vast range of visual assets available. Vivid Sydney image and video content can be accessed online at: Destination NSW Content Library content.destinationnsw.com.au Vivid Sydney Media Centre vividsydney.com/media-centre When making your visual selection, wherever possible consider using iconic Sydney architecture; highlighting the artistic aesthetic of this unique event; and displaying talent engaging energetically with installations, performances and signature event highlights.

Guidelines To ensure prominence is afforded to the event, cropping of images is to be minimised. All images intended for use will need to be approved by Destination NSW and credited appropriately. Images and videos available on the media centre are not for commercial use and can only be used for approved editorial purposes. Content displaying the Sydney Opera House has specific terms and conditions when used in partnership campaigns, which Destination NSW can assist you with as required.

Examples only

Vivid Sydney 2021 Master Guidelines | 15 WEBSITE LINKS

URLs FOR VIVID SYDNEY AND DESTINATION NSW

When developing Vivid Sydney marketing materials, please include the Vivid Sydney URL: vividsydney.com

Where appropriate, include reference to relevant Sydney and NSW URLs. The Destination NSW consumer websites are: sydney.com visitnsw.com

The Destination NSW corporate website is: destinationnsw.com.au

Destination NSW provides a Link Widget at sydney.com/link-to-us and visitnsw.com/link-to-us. The Link Widget allows you to create link banners in a range of styles providing lists of visitor information across Sydney and NSW.

Vivid Sydney 2021 Master Guidelines | 16 TONE OF VOICE

The voice of Vivid Sydney is vibrant, sophisticated and inclusive. It speaks like a Sydneysider with a curious mind and passion for art, people, culture. Articulate but not formal, minimalist but not simple – the tone is energetic and uninhibited, eager to describe the festival in colourful ways. It does not give everything away at once – engaging the reader with unfolding stories, unexpected viewpoints and well-paced prose.

WHEN WRITING COPY IN THE VIVID SYDNEY TONE OF VOICE:

You are playful. These verbs may be helpful in your copy: Although your voice is knowledgeable, it’s got a playful essence. You have a twinkle in your eye and a childlike quality. You tell energetic stories that Play Tune in Light up make your audience wonder. Seek Imagine Spark You are creative. Roam Shine Like the festival, you are an original. You have a big imagination and even bigger ideas. You jump to the heart of the matter and find sensitive, Illuminate Amplify creative solutions.

You are inclusive. DO You embrace the diversity of Sydney, its people and the festival of Vivid Sydney. You are not artsy and elitist. Your language has a sensitivity and Align copy to the Meaningful Brand Idea: Playground of the Unexpected a minimalism that engages all kinds of people. Write Vivid Sydney, not Vivid You are Sydney. You love Sydney and know its streets and harbour and art galleries well. Unify the pillars (Light, Music and Ideas) to promote Vivid Sydney as You like to show people around, unearth those hidden gems and soak up a cohesive event the atmosphere of this cultural hub. Use the full names of icons: Sydney Opera House; Sydney Harbour You are light. Bridge; Museum of Contemporary Art Australia Your voice is a spectrum of colour, but always results in a harmony. You speak with calm vibrance, and a hint of curiosity. You are relaxed, but not Credit renders: Artist Impression by X nonchalant. You find happiness in discovery and joy in the new. Write copy that captures the uniqueness of Vivid Sydney

Vivid Sydney 2021 Master Guidelines | 17 APPLICATION EXAMPLES - PRINT

Come and see the bigger Come and see the bigger PLAYGROUND OF THE UNEXPECTED

PLAYGROUND OF THE UNEXPECTED PLAYGROUND OF THE UNEXPECTED

6 - 28 August 6 - 28 August 6 - 28 August vividsydney.com vividsydney.com vividsydney.com

These are examples only

Vivid Sydney 2021 Master Guidelines | 18 APPLICATION EXAMPLES - DIGITAL

These are examples only

EXPLORE NOW

Vivid Sydney 2021 Master Guidelines | 19 APPLICATION EXAMPLES - PROMOTIONAL

Pull up banner Folder Cover Powerpoint Title Page/Holding Slide

PRESENTATION 2021

6 - 28 August These are examples only vividsydney.com

Vivid Sydney 2021 Master Guidelines | 20 APPLICATION EXAMPLES - OUT OF HOME

We’ll leave the lights on for you 6 - 28 August vividsydney.com

We’ll leave the lights on for you 6 - 28 August vividsydney.com

These are examples only

Vivid Sydney 2021 Master Guidelines | 21 VIVID SYDNEY PARTNER ADVERTISING GUIDELINES

Vivid Sydney 2021 Master Guidelines | 22 LOGO USAGE - INTERNATIONAL PARTNER ADVERTISING GUIDELINES

International partner advertising logo usage:

For any Vivid marketing activity including partner advertising, DESTINATION NSW SYDNEY LOGO the Vivid Sydney Master logo and Destination NSW Sydney logo are to be used. Refer to page 4 – Vivid Sydney Master logo.

International partner advertising logo hierarchy: VIVID SYDNEY MASTER LOGO Preference is to use the Vivid Sydney Master logo, Destination NSW Sydney logo (WITH DATES) and partner logo. Exemption to the rule:

With space limitations – Include Destination NSW Sydney logo and partner logo.

VIVID SYDNEY MASTER LOGO (WITHOUT DATES) Please see following pages for examples.

Vivid Sydney 2021 Master Guidelines | 23 APPLICATION EXAMPLES - INTERNATIONAL PARTNER ADVERTISING GUIDELINES

International partner advertising examples:

Please note: The creative featured on this page are previous examples for illustrative purposes.

Vivid Sydney 2021 Master Guidelines | 24 APPLICATION EXAMPLES - DOMESTIC PARTNER ADVERTISING GUIDELINES

Domestic partner advertising examples: VIRGIN x DNSW CO-OP < >

Frame 1 Frame 2 Frame 3 Frame 4 Rollover T&Cs

Qantas Hotels - Performance Marketing Storyboards 20190501 - Vivid Sydney

PBE marketing banner VIVID SYDNEY – LEAD

Please note: The creative featured on this page are previous examples for illustrative purposes.

Vivid Sydney 2021 Master Guidelines | 25 VIVID SYDNEY WEBSITE & SOCIAL MEDIA GUIDELINES

Vivid Sydney 2021 Master Guidelines | 26 VIVID SYDNEY CHANNELS & HOW TO GET INVOLVED

Vivid Sydney is active on a number of consumer focused social media channels, to promote awareness of Vivid Sydney attractions, events and experiences. Make sure you always refer to Vivid Sydney in its full name ‘Vivid Sydney’ on social media, not just ‘Vivid’.

SOCIAL MEDIA CHANNELS

All content we share on our social media channels is designed to inspire and invite travellers from around the world to visit Vivid Sydney. And we want you to become a part of that!

Vivid Sydney @vividsydney @vividsydney facebook.com/vividsydney Vivid Sydney’s Facebook page features We feature vibrant Vivid Sydney photos We feature photos, videos and retweet a range of photos, videos and events. and videos on this channel. Use fan content about Vivid Sydney. Use We also feature #vividsydney fan photos #vividsydney when posting your Vivid #vividsydney when tweeting to join and themed albums throughout the Sydney photos and videos for your the conversation. event. Post your great Vivid Sydney chance to be featured on our Instagram images or videos directly on our account or vividsydney.com/social. Facebook wall to allow us to share them with our community.

@vividsydney Hashtags

TikTok is an emerging channel for DNSW #vividsydney is the official event and Vivid Sydney will be piloting it this hashtag, however when mentioning year for the first time. #vividsydney specific Vivid Ideas events please also is the official event hashtag. use #vividideas and similarly #vividmusic for Vivid Music events.

Vivid Sydney 2021 Master Guidelines | 27 CREATING YOUR OWN VIVID SYDNEY CONTENT

Creating engaging content doesn’t have to be expensive or difficult. Below are some tips on materials that work well in social and are easy to create. Your content is more likely to be shared on our channels if you adhere to these guidelines. IMAGES DO DON'T

Non-commercial or editorial. Too zoomed in on a singular subject. Wider shots that give context and clearly represents the Include logos and watermarks. destination/event. Out of focus. Eye-catching imagery with vibrant colours. Shoot during inclement weather. Taken on a camera instead of a phone for best quality. Feature faces (unless it’s an ambassador for your brand). High resolution — 300dpi or more. Feature potentially dangerous activities e.g. people in the water at Always seek permission and include credits dawn/dusk, people standing too close to the edge of a cliff. for user-generated content. Feature locations that are not open for public access.

VIDEOS DO DON'T

Non-commercial or editorial. Include logos and watermarks. Between 15-60 seconds. Include front or end frames. First 5 seconds should give context and clearly represents the Include call-to-action. destination/event. Focus on a scene/subject without movement/development for more Can be understood without sound. than 2 seconds. Taken on a camera instead of a phone for best quality. Shoot during inclement weather. Vertical videos (taken in portrait mode) are better optimised for Feature recognisable faces (unless it’s an ambassador for your brand). Facebook and Instagram. Feature potentially dangerous activities e.g. people in the water at Try producing various video formats e.g. parallax, timelapse, dawn/dusk, people standing too close to the edge of a cliff. cinemagraph and 360 (for Facebook and YouTube). Feature locations that are not open for public access. Always seek permission and include credits for Use unauthorised music or soundtrack. user-generated content.

CREATING YOUR OWN VIVID SYDNEY HASHTAG

If you’re a partner or sponsor and would like your social communities to use a specific branded hashtag during Vivid Sydney, please only use the format #(brand name)(VividSydney) e.g. #BrandVividSydney – Always refer to the event name Vivid Sydney in full.

Vivid Sydney 2021 Master Guidelines | 28 CREATING INSTAGRAM STORIES AND BRANDING WITH VIVID SYDNEY GIFS

We encourage your brand to include an official Vivid Sydney GIF sticker when posting on your Instagram Stories.

STEPS ON USING INSTAGRAM STORIES GIFS

1. Open Instagram Stories and record a video or take a photo

2. Click the GIF sticker icon

3. Search 'Vivid Sydney' to see all the official Vivid Sydney GIFs

4. Select a GIF to add it to your video or photo.

CONTACT:

Vivid Sydney Social Media Team E: [email protected]

Vivid Sydney 2021 Master Guidelines | 29 VIVID SYDNEY PUBLICITY & COMMUNICATIONS GUIDELINES

Vivid Sydney 2021 Master Guidelines | 30 VIVID SYDNEY PUBLICITY & COMMUNICATIONS GUIDELINES

Destination NSW undertakes a major domestic Media Announcements and Activities Vivid Sydney References and international publicity program to drive Prior to distributing any media materials or All communications made with reference to visitation to Vivid Sydney each year. Due to making any communications about your Vivid Vivid Sydney should be drafted to align with current international travel restrictions, Sydney 2021 association, you must notify Vivid Sydney’s key messages and include 2021 New Zealand will be the only international Destination NSW in writing. logo/s where appropriate. Vivid Sydney should market targeted in 2021. As the event 'Communications' includes: always be referred to in its entirety – i.e. ‘Vivid owner, Destination NSW leads all media Sydney’ – and not abbreviated to just ‘Vivid’ in Public announcements announcements, in particular for festival any circumstance. programming, media previews, profiling Media releases and media alerts opportunities and media calls. Destination NSW will review and approve all Media engagement (including any materials to ensure the Vivid Sydney messaging The following guidelines outline the Vivid interviews and / or briefings) and use of logos are accurate and consistent Sydney communications process and how to across the festival. collaborate with Destination NSW. Social media posts The guidelines apply to your involvement Online Videos or photography with Vivid Sydney as well as any contributors, Any other external marketing or Images and Footage influencers, sponsors or third parties you’re communications regarding your Vivid Sydney is a visual festival full of working with as part of Vivid Sydney 2021. involvement with Vivid Sydney 2021 spectacular light installations and events. Announcements cannot be made and media Vivid Sydney partners are encouraged cannot be briefed under embargo without to download high-resolution images and Destination NSW’s prior approval. footage from the Vivid Sydney Media Centre: vividsydney.com/media to help support publicity activities. Please ensure all content Media Approval Process and Timeline is credited appropriately, as per the file name You need to advise Destination NSW of all of each asset. desired communication and email draft materials (such as a communications plan or media release) to Destination NSW’s media team at least 14 working days prior to the desired distribution/action date. Please note: Draft materials should be sent to the following email address for approval [email protected]

Vivid Sydney 2021 Master Guidelines | 31 VIVID SYDNEY PUBLICITY & COMMUNICATIONS GUIDELINES

VIVID SYDNEY 2021 MESSAGING To be used at the end of all media releases and media materials

Vivid Sydney 2021 Boiler Plate Vivid Sydney Key Messages and Call to Action Media Material Approvals The Vivid Sydney 2021 Boiler Plate must be Please send all draft materials to the below used at the end of all media releases and Vivid Sydney is a playground of the unexpected. email address for approval at least 14 working media materials in its entirety. days prior to the proposed distribution date. Staged over 23 nights, Vivid Sydney is an annual creative festival that transforms Sydney's CBD E: [email protected] About Vivid Sydney into a playground of the unexpected bursting Vivid Sydney is a celebration of creativity, with imagination, innovation and technology, innovation and technology transforming the inviting visitors to come out to play. Sydney CBD in winter into a playground of the The world-renowned festival illuminates the unexpected through Light, Music and Ideas. city of Sydney with mesmerising art displays Now in its 12th year, Vivid Sydney captures and 3D light projections, with an eclectic line- the uniqueness, vibrancy and imagination of up of musical performers, thought-provoking Sydney, positioning the Harbour City as the talks and workshops from some of the world’s creative hub of the Asia-Pacific. The festival greatest minds. features mesmerising art displays and large-scale 3D projections from local and See Sydney in an unexpected light with glowing international artists, an eclectic line-up of installations transforming the city’s public musical performers, thought provoking talks spaces and vibrant projections veiling the city’s from some of the world’s greatest minds, and iconic architecture, creating a magical outdoor the Sydney Opera House for Lighting of the night-time gallery. Sails and . Vivid Sydney is owned, managed and produced by Destination NSW, Stages in secret spaces and famous places the NSW Government’s tourism and major across the city, deliver a musical soundscape events agency. celebrating Sydney’s cultural nightlife - from hip hop to electronica, jazz to funk, punk to indie rock, and everything in between.

Vivid is a forum to unearth new ideas, collaborate and radically change your perspective, with thought-provoking talks, workshops and deep-dive discussions with some of the world’s most curious minds, innovators and creatives

Visit vividsydney.com

Vivid Sydney 2021 Master Guidelines | 32 CONTACT REBECCA FEAR MARKETING OFFICER, DESTINATION NSW E: [email protected] P: 02 9931 1186

Vivid Sydney 2021 Master Guidelines | 33