BESydney makeover propels a modern outlook for MICE

Its new identity will communicate sustainability, diversity, equity, inclusion, and deliver CSR outcomes.

Sunrise in Sydney harbour.
Sunrise in Sydney harbour. Photo Credit: Adobe stock/Iakov Kalinin

International events bidding specialists, Business Events Sydney (BESydney) has revamped with a new logo, fresh website and a total content rejuvenation with the aim of sending a bold signal that BESydney, and the destination has “come of age in an exciting new era of business events”, it stated.

BESydney CEO, Lyn Lewis-Smith said, “We feel the time is right for this bold change in our identity and the way we sell our city to reflect the evolution of our business, as the world of business events has shifted dramatically, with new business models, new ways of working, connecting and gathering.”

“We are the city’s international advocate with the responsibility for attracting global business and academic audiences to Sydney to get the fresh perspective they need to change their worlds,” she added.

“Our customers are wanting to know where we stand on sustainability, diversity, equity and inclusion, and delivering CSR outcomes. They are wanting values-alignment, a deeper cultural connection, and a more immersive experience in the destination when they get here.


The company’s website has also been completely re-engineered with new simplified customer journeys designed to reflect shifting client expectations and content to make choosing Sydney easier than ever.

BESydney GM, Content, Creative & Corporate Affairs, Carolin Lenehan said, “This is a significant moment for our organisation’s brand evolution to a logotype where Sydney stands confidently in its own right to own the position as the Asia Pacific’s preeminent business visitor destination”.

The new branding and website were created after a complete review and re-calibration of BESydney’s content strategy. It aims to capture Sydney’s unique duality as an iconically recognised and aspirational visitor destination with a globally competitive business heart.

“It’s a delicate balance, but we believe by showcasing Sydney’s People, Place and Purpose, we’ve been able to showcase the intertwined strands of our city’s DNA. All this is presented in a vibrant new colour palette reflecting our harbour city’s blue skies, sea and sand along with the vividness and buzz of energy that Sydney creates.”