IPSWICH Mayor Teresa Harding’s bold community campaign to bring Ed Sheeran to the city has paid off in spectacular fashion generating around $3 million in free global advertising and culminating in a surprise visit from the superstar himself.
What started in May 2025 as a playful idea quickly grew into a community movement powered by residents, schools, local businesses, artists, and media outlets across South East Queensland.
That collective effort reached its peak on Friday afternoon when Ed Sheeran quietly arrived in the Ipswich CBD and signed his now‑iconic pink mural, a moment viewed globally on his Instagram profile.
Mayor Harding said the moment instantly propelled Ipswich into the international spotlight.
“Ed Sheeran popped into the Ipswich CBD on Friday afternoon before his first Brisbane concert and signed his very own mural, which was created as part of this ambitious campaign to lure him to Ipswich,” Mayor Harding said.
“He posted the moment to his Instagram minutes later, sharing it with his 49 million followers and instantly amplifying Ipswich to a global audience. I am so delighted that Ed made it to Ipswich and honoured us with a visit to tag his mural in our CBD. The whole city is still buzzing.
“For Ed to acknowledge the effort our community put in and to come here in person means the world to so many people.
“This campaign was powered by creativity and humour with so many in our community jumping on board. Even though he kept the visit low‑key, it was a moment of real validation. He heard our calls and made the trip and that is something our city will remember.
“When Ed arrived, he joked he was now the new Mayor of Ipswich. I told him I was more than happy to share the role for the day.
“At Sunday night’s concert, I presented him with the mayoral chains and made him an honorary co-Mayor of Ipswich. I reassured him that he is welcome back any time.
“I was lucky enough to get an Ipswich Town FC jersey signed by Ed, which he has cheekily addressed “To the Mayor of the 2nd best Ipswich – Love Ed.”
The “Ed effect” has been felt across the city ever since, with locals and visitors flocking to the mural for selfies, photos, and a moment to soak in the excitement.
“I was joined by so many people at the mural on Friday night and over the weekend as they came to have their picture taken with Ed’s mural and message.
“There are still people stopping by to have a look. Ipswich City Council came first thing Saturday morning and sealed his impromptu artwork so it is now well protected,” said Mayor Harding.
“The economic impact has been remarkable for our local hospitality businesses with venues packed out in the nights leading up to his first concert. Dozens of local businesses jumped on board throughout the campaign, creating their own Ed‑themed promotions and content, and many have told us the exposure has been fantastic for trade.
“This 10-month campaign has generated around $3 million in earned media value and the kind of positive global exposure money can’t buy. It has really shone a spotlight on our city and the support shown from across South East Queensland has been overwhelmingly positive.
“Now that Ed’s been here in person, we can officially retire the phrase ‘fingers crossed’ and replace it with ‘mission Ed-complished. The pride Ed’s visit has generated in the community is real win here.”
