SYDNEY FESTIVAL: A new corporate sponsor for the Sydney Festival will aim to bring international tourists to the event.
The first major international sponsor was announced for the Sydney Festival by NSW Premier and Minister for Western Sydney, The Hon. Barry O’Farrell, in Guangzhou today.
China Southern Airlines have joined the Festival as a Leadership Partner and will be the Official Airline for the Sydney Festival in 2012. They will co-sponsor The Domain Concert Series alongside ANZ and will also be associated with the Ferrython on Sydney Harbor on Australia Day.
The partnership will aim to strengthen ties between the Festival and China’s burgeoning numbers of Australian-bound travellers as well as solidify the Festival’s position in the Asia/Pacific region.
This is the most significant international sponsorship ever obtained by Sydney Festival and the first by a Chinese company.
Mr O’Farrell said he was delighted with the agreement. “It’s immensely exciting that one of the world’s fastest growing tourism markets will have front row access to Australia’s most vibrant summer festival,” he said.
“The $600,000 sponsorship recognises the unrivalled attraction of Sydney to China’s travellers as a ‘City of Infinite Choices’ – from our beaches and natural environment, to great food and wine, iconic attractions, fashion, events and a great lifestyle,” he added.
China Southern is Asia’s largest airline and flies to more the 916 destinations and 169 countries worldwide, cooperating with Sky Team Alliance. It flies 24 weekly services in and out of Australia, including two daily flights to Sydney, daily flights to Melbourne and three services a week to Brisbane.
Josephine Ridge, Executive Director of Sydney Festival said, “Sydney Festival looks forward to working with China Southern to further build ties between our two sister cities, Guangzhou and Sydney. The sponsorship also supports Sydney Festival’s focus on further developing its international reputation specifically within the Asia/Pacific region as an exciting reason to visit Sydney, the nation’s cultural and entertainment capital.”
China Southern Holding Company’s new campaign will aim to increase visitors to NSW between October this year and March next year. This time period will include both the Sydney Festival and Chinese New Year.
Premier Barry O’Farrell will meet with representatives of the airline in Guangzhou on Thursday to discuss future collaborations.
Around 650,000 people enjoyed the 2011 Sydney Festival, which included 109 events with 338 performances and17 free events throughout the city, and contributed $50.2m to the NSW economy.
Sydney Festival 2012 will run from 7–29 January.