Despite growing up in one of the least pleasant urban environments in the UK, and now living in the bush, I still consider myself a city kid.
And despite the tedious constraints of conventional business working hours, and being the parent of two obnoxiously early-rising children, in my heart, I remain a night owl.
That’s why when the NSW government’s Team 24 invited us to curate a conference, the first of its kind, focusing on the opportunities for marketing and media in the nighttime economy, I was thrilled. I’ve lived in some glorious cities around the world, and Sydney is hard to beat.
The true magic of a city is the feeling that almost anything might happen. The nighttime economy is about serendipity, discoverability - it’s potential waiting to be activated.
Sydney has that killer combination of outstanding natual beauty and cultural diversity. On any given evening you could be eating Nepalese, Djiboutian or Croatian cuisine as easily as smashing a meat pie; cruising on the harbour or cruising Oxford Street; watching opera on a floating stage, or floating in an ocean pool under the full moon. You can dance to jazz in a grungy speakeasy, rave in a warehouse, shop at the Blak Markets or late nights in Pitt Street Mall; learn from First Nations storytellers or discover contemporary artists over cocktails. Sydney and its environs offer a kaleidoscopic choose-your-own-adventure experience.
And yet, perhaps because familiarity breeds, if not contempt, certainly complacency, this extraordinary city has a bad rap. For a town as comparatively safe, as diverse and as busy as this one, we certainly give it a kicking. Somehow, this city, alive with things to do, has developed a reputation for being dull. The perception that this city is lacking in terms of things to do is entirely baseless, and yet I challenge you to find mainstream media narratives celebrating the richness of what’s out there across Greater Sydney.
The work of Team 24 and the Night Mayor - 24 Hour Commissioner Michael Rodrigues - in championing the vibrancy and economic potential of the 24-hour economy should not be underestimated; we have an opportunity to elevate our state, to reignite the night, and the media and marketing world has a key role to play in doing just that.
There’s an opportunity here to elevate Sydney into the ranks of the world’s great night cities, and the benefits to our industry are clear. Pre-Covid there was a focus on the ‘experience economy’, with research showing millennials were more likely to invest in experiences over material things. The disruption of the pandemic has undoubtedly ruptured predictions around customer behaviour, but GenZ and millenials are still motivated to seek out memorable and Instagramable moments, and brands who deliver those benefit hugely from the signal boost audiences provide.
The shift now is to an attention economy; audiences are over-served with content, and the role brands need to play becomes more about facilitating and curating cultural moments.
The possibilities for brand engagement in the nighttime economy are enormous, but largely untapped. The opportunities to reinvent how brands connect with hard-to-reach audiences, especially younger ones, by delivering experiences that feel fresh, relevant, and connect with culture. Take something like the Bunnings Rave, or Revlon’s Luna Park activation — brilliant examples of meeting customers in unexpected ways, making them want to participate in something unique and dynamic, infinitely shareable, and driving long-term brand preference; more effective than a TVC, and more affordable.
Creating these experiences requires ingeniousness and creativity more than budget; even smaller brands can play in this space. The nighttime economy is an ideal playground for unique partnerships. Brands can collaborate with local artists, musicians, chefs, and other complementary brands, in partnership with media, to create immersive experiences. The element of playfulness is key here; a chance to create the unexpected, the joyful. After the challenges of the past few years, in a time of global suffering - and in this economy - that’s a hugely beneficial space for brands to invest in.
It's a shift from push marketing to pull marketing. By inviting audiences to engage in events and experiences they love—giving brands a chance to be part of those memories. It’s branding through participation, creating an emotional connection, and it leaves a lasting impact.
When we treat urban spaces as the canvas, the question isn't just "what can we do?" but "how far can we go?" The nighttime economy gives us a rich, exciting environment for innovation and creativity, and it’s time to explore it to its fullest potential.
Unlock is in Sydney on October 31. Discounted earlybird tickets are on sale until Monday.
