A landmark partnership between Destination NSW and Sony Music Entertainment Australia to collaborate on world class major events in Sydney and regional areas, was announced today by the NSW Government.
Minister for Trade, Tourism and Major Events and Minister for Sport, Stuart Ayres, said the partnership will provide new opportunities for some of the State’s biggest events.
“This unique partnership is another example of the innovation and collaboration of Destination NSW and a key industry powerhouse such as Sony Music,” Mr Ayres said.
“This is the first time a major global entertainment company has partnered with an Australian tourism organisation and the partnership will greatly enhance our ability to secure world class musical talent and attract visitors to NSW.
“Tourism is NSW’s second largest export industry and I look forward to seeing this partnership build.”
Sony Music Entertainment is a leading global entertainment company whose artists include P!nk, Justin Timberlake, Jessica Mauboy, The Foo Fighters, Delta Goodrem and Australia’s Eurovision runner-up Dami Im.
Destination NSW Chief Executive Officer, Sandra Chipchase said “Innovation in marketing is key to growth so this new partnership with Sony Music gives us many avenues to build additional visitation to NSW.”
“We will also have greater access to Sony Music talent to perform at our major events, and access to Sony Music’s unique market segmentation platform, which will greatly assist in building the reach of our local and international campaigns.”
Denis Handlin AM, Chairman and Chief Executive Officer of Sony Music Australia & New Zealand and President Asia, said the partnership will provide valuable exposure to local and international artists.
“This is an excellent partnership with Destination NSW that will demonstrate the ability for music and entertainment to excite the State of NSW and importantly drive tourism. This agreement opens a wide range of opportunities for our artists to be showcased at NSW events, from emerging talent to established stars. We look forward to working together to help take NSW to a wider audience.”