IHG Hotels and Resorts has formed a major partnership with SXSW Sydney which will see the operator deliver a number of interactive experiences throughout the music, tech and culture festival.
An Official Partner of the event, which returns for its second Sydney edition from October 14-20, IHG has also been named the Official Partner of the SXSW Sydney Screen Festival 2024.
“We are thrilled to announce IHG Hotels and Resorts as the Major Presenting Partner of the SXSW Sydney 2024 Screen Festival,” said SXSW Sydney 2024 Managing Director, Colin Daniels.
“This partnership reflects our commitment to celebrating creativity and innovation in the film industry, and we look forward to showcasing the incredible talent and stories that will emerge from this vibrant festival.”
As part of its activities, IHG will launch a large-scale experiential travel activation, the ‘Mind Lobby’, which will use cutting-edge eye tracking technology to help people ‘discover their true travel desires by dipping into their subconscious’.
Positioned on Sydney’s International Convention Centre (ICC) forecourt, Mind Lobby will also showcase IHG’s hospitality, serving as a place to relax for badge holders and consumers.
“Partnering with SXSW Sydney was a natural fit,” said IHG Hotels and Resorts Managing Director – Australasia and Pacific, Matt Tripolone.
“We know SXSW Sydney has cumulated an almost cult-like following of creatives and curious thinkers, and IHG Hotels and Resorts has been undergoing its own journey through technology and brand evolutions, making it the perfect time to interact with such a diverse audience.
“The Mind Lobby is a great example of how we’re showing up differently to engage audiences in new and memorable ways – and with a special SXSW Sydney futurist spin, it’s set to be an unforgettable experience.”