Business Events Sydney (BESydney), a specialist in bidding for international events, has undergone a significant rebranding effort to signal its entry into a new era of business events. This transformation includes a new logo, an updated website, and a complete overhaul of content strategy.
Lyn Lewis-Smith, CEO of BESydney, emphasized that the change in identity reflects the evolving landscape of business events, characterized by new business models and ways of connecting. BESydney’s role as the international advocate for Sydney involves attracting global business and academic audiences to the city while aligning with values such as sustainability, diversity, equity, inclusion, and corporate social responsibility.
Carolin Lenehan, BESydney’s GM of Content, Creative & Corporate Affairs, stressed the importance of Sydney confidently positioning itself as the Asia Pacific’s premier business visitor destination.
The rebranding effort was undertaken after a comprehensive review and recalibration of BESydney’s content strategy, aiming to showcase Sydney’s unique duality as a renowned visitor destination with a globally competitive business environment.
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