BESydney engaged Content Rebels to elevate Sydney’s position as a premier destination for global conferences and business events. The "Change Starts Here" campaign aimed to highlight the city's intellectual and industrial strengths while increasing international engagement.

However, BESydney faced the challenge of creating cohesive, high-impact content that could articulate Sydney's appeal across diverse industries and audiences.

We conducted 40 in-depth interviews with leaders in government, academia and business, paired with extensive research to develop five comprehensive content ecosystems. Each ecosystem featured a 4,000-word ebook complemented by three articles, in addition to five standalone SEO blog articles spotlighting industries not covered in the ecosystems.

To amplify reach, we overhauled the website’s information architecture, optimised landing pages for targeted keywords, and ran messaging workshops to ensure alignment.

The BESydney campaign achieved remarkable success, driving 100 welcome-nurture leads from ebook signups and 150 ebook downloads.

The “Change Starts Here” initiative reached 3.5 million people, significantly boosting Sydney's visibility. Website traffic surged by 43% during the campaign, with average session times increasing to 3 minutes—a 50% improvement over the previous campaign.

The impact was further validated with an ICCA Best Marketing Award submission, demonstrating the campaign's strategic and creative excellence.

This comprehensive approach provided the BESydney team with a scalable content framework that amplified their message and equipped them with the tools to engage stakeholders effectively.

The website overhaul improved usability, while the award submission and analytics helped establish their campaign as a benchmark in the industry.