Mayor: Mission ‘Ed-complished’
IPSWICH was still buzzing this week after global superstar Ed Sheeran’s surprise stopover delivered what Mayor Teresa Harding has dubbed a $3 million “Ed effect” for the city.
The unannounced visit to the Ipswich CBD – just hours before his first Brisbane concert – marked the finale of a 10-month campaign and generated an estimated $3 million in earned media value, packed hospitality venues, Ed-themed promotions, and worldwide exposure shared with his 49 million Instagram followers.
The brief, low-key stop came just hours before Sheeran’s first Brisbane concert, capping off a grassroots push led by Mayor Teresa Harding, with local residents, radio stations, schools, and community groups all getting behind it to publicly invite the singer to Ipswich.
What began in May 2025 as a playful idea quickly grew into a full-blown community movement.
The effort, powered by residents, artists, businesses, and media outlets, reached its peak on Friday afternoon when Sheeran quietly arrived in the Ipswich CBD to sign his now-iconic pink mural – a moment shared with his 49 million Instagram followers, instantly shining a global spotlight on the city.
“Ed Sheeran popped into the Ipswich CBD before his first Brisbane concert and signed his very own mural, which was created as part of this ambitious campaign to lure him here,” Mayor Harding said.
“He posted the moment to Instagram minutes later, instantly amplifying Ipswich to a global audience. I am so delighted that Ed made it to Ipswich and honoured us with a visit. The whole city is still buzzing.”
Mayor Harding described the visit as a validation of the city’s collective effort.
“For Ed to acknowledge the work our community put in and to come here in person means the world,” she said.
“This campaign was powered by creativity and humour, with so many people jumping on board. Even though his visit was low key, it was a moment our city will remember.”
Adding his trademark humour, Sheeran joked he was “now the new Mayor of Ipswich”.
Mayor Harding replied she was happy to share the role for the day.
Later, at Sunday night’s concert, she presented him with the mayoral chains, officially naming him
honorary co-Mayor of Ipswich.
In a cheeky twist, Sheeran signed an Ipswich Town FC jersey: “To the Mayor of the 2nd best Ipswich – Love Ed.”
The so-called “Ed effect” has been felt across the city, with locals and visitors flocking to the mural for selfies and photos.
Ipswich City Council quickly moved to seal the artwork, preserving it as a new landmark.
Mayor Harding said the campaign also had a significant economic impact.
“Our local hospitality venues were packed leading up to his concert, and dozens of businesses ran Ed-themed promotions,” she said.
“Many have told us the exposure has been fantastic for trade. This 10-month campaign has generated around $3 million in earned media value – positive global exposure money can’t buy.
“We can retire the phrase ‘fingers crossed’ and replace it with ‘mission Ed-complished’,” Mayor Harding said.
“The pride his visit has generated in the community is a real win.”
