Business Events Sydney (BESydney) has appointed Connecting Plots Group as its new strategic brand and communications partner, following a competitive pitch process.
BESydney is the specialist organisation responsible for attracting and securing international business events, conferences and incentives for Sydney and NSW.
The appointment comes as BESydney enters a new growth phase under new leadership, with a renewed focus on strengthening Sydney’s position as one of the world’s leading destinations for business events. In an increasingly competitive category, BESydney sought a partner that could help sharpen its strategic positioning, elevate its brand and support its broader go-to-market approach.
Connecting Plots Group’s remit spans research and insights, brand strategy and positioning, digital and go-to-market, with the agency leading both strategic and implementation responsibilities. The agency’s experience across destination marketing, tourism, B2B and associations marketing were key factors in the appointment.
“We were looking for a partner that could operate as a true extension of our team, bringing strategic rigour, category understanding and fresh thinking to how we position Sydney on the global stage. Connecting Plots impressed us from the outset with the strength of their thinking, their collaborative approach and their understanding of the opportunity ahead,” said BESydney chief executive Amanda Lampe.
“BESydney plays a vital role in bringing high-value business events and incentives into the NSW economy, and we’re incredibly proud to be working alongside their team at such a pivotal time. We’re excited to partner with BESydney to sharpen its positioning, stand out in a highly competitive global market and build stronger connections with the audiences that matter,” Connecting Plots Group chief executive Tom Phillips added.
