BESydney and Sydney Symphony Orchestra Collaborate to Make City as Leading Global Destination

Published on : Monday, November 25, 2013

SydneyThe new collaboration between Business Events Sydney (BESydney) and Sydney Symphony Orchestra (SSO) to create first cultural strategic partnership is set to boost the city’s reputation as a leading global destination for business, pleasure and leisure.

CEO Ms. Lyn Lewis-Smith announced that the deal between the two companies would provide profits in both the New South Wales (NSW) and growing Asian markets.

Ms Lewis-Smith said, “Sydney recently ranked number one in the Reputation Institute’s City RepTrak 2013 Report, and we know that this sentiment is driven in part by a city’s actions and communications. The collaboration between BESydney and the SSO is a positive action. It shows our genuine desire to engage with international audiences both in Australia and overseas, and to maintain those relationships. Through the universal language of music, Sydney will be able to speak to even more increasingly savvy global business travellers.”

Managing Director of SSO, Rory Jeffes, said, “The Sydney Symphony Orchestra is delighted to be partnering with Business Events Sydney. Resident at the iconic Sydney Opera House, the SSO is Australia’s premier orchestra and we look forward to sharing the talents of Australia’s classical musicians with the thousands of people who visit Sydney each year as part of major events led by Business Events Sydney.”

SSO joined BESydney in Shanghai last month for the launch of the bureau’s new strategic initiative in China – the Key Distribution Partner Program. The two companies will continue to collaborate on business development activities in China during 2014. SSO will also get fresh programming possibilities to Sydney’s already strong and diverse range of cultural and team-building event activities, including exclusive orchestra and quartet performances, and its renowned Toy Symphony – a unique team-building activity that sees guests performing alongside professional musicians on the stage of the World Heritage-listed Sydney Opera House.


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