Destination NSW has appointed Red Agency as its public relations partner agency for Vivid Sydney in 2016 after a competitive pitch process.

Vivid Sydney is entering its eighth year and is the highlight event in Sydney in winter. With a record 1.7 million attendees in 2015, Vivid Sydney is the world’s largest festival of light, music and ideas. It is owned, managed and produced by Destination NSW and will again amaze and dazzle audiences from Australia and abroad in 2016.

Red Agency will be tasked with assisting strategic communications activity to garner quality, large scale media coverage and commentary for the event. Recognised as one of the world’s most spectacular creative and innovative events, Vivid Sydney 2016 lights up on 27 May until 18 June.

Red Agency General Manager Aaron Crowther said: “Vivid Sydney is a stand out on the major events calendar. Each year it gets bigger and better and we are looking forward to working closely with Destination NSW to ensure this year grows even better. There is both a strategic and creative remit with the brief, so we are incredibly proud to have been awarded such a prestigious, culturally-significant piece of work.”

CEO Destination NSW and Executive Producer of Vivid Sydney, Sandra Chipchase said that Red Agency was a clear stand out, with a comprehensive understanding of how important the event is to visitors, the NSW creative industries and the NSW economy.

“Red Agency had a compelling case. It is clear they share our vision and ambition for Vivid Sydney. We expect the 2016 Vivid Sydney Festival to be our biggest and brightest yet, and we are excited to be partnering with such an impressive team,” said Chipchase.