The business events industry gathered this week to celebrate the launch of Sydney Showground’s new 10,000 square-metre multi-purpose event space and a bold new brand campaign.

The venue’s new brand features bright colours and the tag line ‘Big Experiences’.

“Big is what differentiates us in the market place and we want to ensure that all of our customers, their customers and most importantly, their visitors have a ‘Big Experience’ each and every time they attend an event at Sydney Showground,’ general manager, Peter Thorpe, said.

“The new brand has been twelve months in the making and involved extensive research and surveying of our clients, prospects and other key stakeholders. It was through this research and subsequent workshops that our ability to do ‘Big’ well was identified.”

Coinciding with the new brand is the opening of the showground’s new multi-purpose facility, which boasts expansive conference and exhibition space as well as acoustic walls and AV facilities.

“Our wonderful new facility takes us to more than 32,000 square metres of pillar-less event space [overall] and shows that Sydney Showground is serious about supporting the events industry,” Mr Thorpe said.

The new facility – which will be officially opened by the Duke and Duchess of Cambridge next Friday (April 11) – will host the arts and craft pavilion as part of the Sydney Royal Easter Show throughout April, and also played a vital role in securing the CeBIT Australia trade fair, which will be held at Sydney Olympic Park in May.