Introduction

At LUMOS Intelligence, we specialise in providing advanced audience analytics and customer data enrichment to help businesses gain deeper insights into consumer behaviour. Our mission is to empower media buyers and suppliers with detailed, actionable data that can enhance marketing strategies and drive better business outcomes. As part of our commitment to delivering valuable market intelligence, we conducted an in-depth study on the audience and visitor data centred around the Vivid Sydney event in 2024. This annual celebration of creativity, innovation, and technology transforms Sydney for 23 days and nights, attracting a diverse audience. The 2024 event, held from 24 May to 15 June, marked its 14th year, fusing art, innovation, and technology under the artistic direction "Vivid Sydney, Humanity." Owned, managed, and produced by Destination NSW, Vivid Sydney collaborates with boundary-pushing artists, musicians, thinkers, and culinary experts, making it a significant draw for both locals and tourists. This study aims to uncover key trends and insights that can help local businesses in Sydney optimise their marketing efforts and better engage with their target audiences during this major event.

Key Findings

1. Visitor Demographics:

   • 34% of visitors were tourists, while 66% were local residents.

   • Among the tourists, about 10% had visited Vivid Sydney more than three times.

   • Top regions of origin for visitors included (Non-locals):

     • Victoria (12%)

     • Queensland (9.5%)

     • Western Australia, South Australia, and the Australian Capital Territory (each around 3-4%).

   • A significant number of local NSW visitors came from the Central Coast and Newcastle areas.

2. Visitor Insights:

   • Regular Vivid Sydney visitors from previous years tend to overindex in selecting mid-tier chain hotels. This group is dominated by university students and frequent nightlife visitors with a strong interest in wine and beer, indicating a positive signal for the hospitality industry during this period.

   • Many repeat visitors are also in the market for properties, electronics, or furniture.

   • Regular visitors frequently use Wilson Parking premises and are often seen near brands such as Sushi Hub, Boost Juice, and Toby's Estate Coffee.

   • New visitors to Vivid Sydney this year show a high propensity for supermarket shopping, automobile interests, and gym attendance. They overindex against brands like Aldi, Domino's, and Harvey Norman.

   • We also conducted an Exposed vs Control study for visitors from Parramatta to understand Vivid's impact on local residents. The study revealed an almost 8% uplift in visitors from Parramatta to the Vivid vicinity compared to previous months, demonstrating the event's significant draw.

Methodology

We examined audience and movement data during Vivid Sydney within the CBD vicinity, specifically targeting areas like Darling Harbour and Circular Quay. To isolate evening visitors, we set boundaries starting from 6 pm to exclude daytime office workers and travellers, while still including generic travellers coming to the Sydney CBD for other reasons.

Conclusion and Recommendations

The data reveals valuable insights into the audience demographics and behaviours during Vivid Sydney, offering local businesses numerous opportunities to enhance their marketing strategies and engage with visitors effectively:

• Targeted Advertising:

  • Run targeted ads at the origins of some of these visitors, focusing on regions such as Victoria, Queensland, the Central Coast, and Newcastle. Tailored marketing campaigns can attract visitors even before they arrive in Sydney.

• Path to Purchase Engagement:

  • Create a seamless path to purchase by providing an immersive experience for visitors. This could include interactive guides, exclusive offers, and personalised recommendations that enhance their experience during the event.

• Demonstrate Brand Advocacy:

  • Show your brand's commitment to providing the best services and products for visitors coming to town. Highlight your dedication to quality and customer satisfaction through engaging content and exceptional service.

By leveraging these insights, local businesses in Sydney can optimise their offerings and create meaningful connections with different audience segments during the Vivid Sydney event.