It is the first time an agency has won such a deal, which will see Imagination take care of all the live creative aspects of the event, from theming and design to marketing and musical elements.
Sydney’s NYE celebrations are renowned across the globe and are televised to 1.1 billion viewers worldwide each year.
Plans are already underway for the 2011 event, which will carry the theme of Time To Dream.
Australian designer Marc Newson has been brought in as artistic director, designing an ‘endless rainbow’ logo to represent the hopes and aspirations all Australian’s hold for the coming year.
"Working with Newson on a project like NYE has been a dream come true for our creative team," said Imagination Australia’s general manager Heath Campanaro.
"His vision and design ethos have given us a great platform to create a fresh look and feel for every element of the event, and our combined excitement for the project has been really energising," he added.
As part of the brief, Imagination will also deliver a VIP Party at Dawes Point, the Lord Mayors Party at the Opera House North Terrace and Care Australia’s children’s picnic in Botanic Gardens.
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