City of Sydney sticks with Imagination for NYE gig

By Frank Chung | 24 October 2013
Imagination was also behind the Royal Australian Navy's International Fleet Review.

The City of Sydney has reappointed Imagination as the creative services provider for its New Year's Eve celebrations from 2014-2016, following a competitive tender. Imagination has held the business for the past three years and was also responsible for the Royal Australian Navy's International Fleet Review fireworks show earlier this month.

In a statement, the City of Sydney said applications for the tender were “highly competitive”, with Imagination chosen because of the quality of its creative work and “unique vision for the future of the event”.

Lord Mayor Clover Moore said: “The eyes of the world turn to Sydney on New Year’s Eve as the first global city to welcome the New Year. About 1.6 million people gather around our harbour each year to enjoy the night. Images of the Sydney Harbour Bridge Effect and fireworks reach more than one billion people around the globe. This event also generates $156 million for the local economy."
As part of the tender, agencies were required to provide a five-year 'roadmap' as opposed to proposing 'creative ambassadors' or event themes as in the past. “The City is ensuring Sydney’s status as the New Year’s Eve Capital of the World with a strategic plan to keep it sustainable, innovative and exciting,” Moore said.

In a statement, Imagination managing director Antony Gowthorp said his team was extremely proud to have been asked to continue its relationship with the City of Sydney. "Sydney New Year’s Eve is an incredible event through which we continue to push the creative, sponsorship and consumer experience to the limit,” he said.

As the creative services provider, Imagination is responsible for developing the annual theme, engaging a creative ambassador, creating a musical soundtrack for the two fireworks displays, all event art designs, logo and bridge effect.

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