Project goals

Place Management NSW (PMNSW), responsible for managing Sydney's iconic Harbour foreshore precincts—including Darling Harbour, The Rocks, Barangaroo, White Bay Power Station, and Blackwattle Bay- requires ongoing services from a Creative agency to achieve its strategic objectives.

A retained Creative Agency has been instrumental in delivering marketing communications for the organisation’s activation calendar since 2017, a vital function funded by Place Management NSW and contributions from commercial and retail tenants through the Precinct Activation Levy (PAL).

With the current contract expiring in mid-2025, this procurement process is essential to ensure continued, seamless delivery of this crucial marketing program across three precincts.

Please refer to EOI documents for more details.

Scope

See the current 2025 Precinct Marketing Calendars attached for the current detail of marketing activity for The Rocks, Darling Harbour and Barangaroo precincts.

Activity for each precinct is categorised into three key areas as outlined below:  

   1. Produced Campaigns: Curated and delivered by PMNSW. Strategic Marketing & Activation initiatives that deliver on targeted precinct objectives

   2. Partner / Third Party Activation: Events or Venue Hire activations produced by External Operators with PMNSW partnering to support delivery.

   3. Place Experience Program: Produced by PMNSW, regular, small-scale activation that creates precinct vibrancy and opportunity for regular visitation

Please refer to EOI documents for more details.