International broadcasters function - 'Events in Australia'

Thirty-nine international broadcasters attended a function organised by Tourism Australia, and co-hosted by Tourism Victoria, the Melbourne 2006 Commonwealth Games Corporation and the City of Melbourne. The broadcasters in Melbourne for an International Broadcasters conference in the lead up to the Melbourne 2006 Commonwealth Games.

Guests received an official welcome to country and dance performance by indigenous Australians, before travelling along the Yarra to Docklands, where Australian food and wine from Cath Claringbold and special dishes prepared by indigenous chef Mark Olive were served.

The theme of the entertainment and was 'Events in Australia', and focused on Australian experiences and events from every Australian State.

Leisure marketing
Tourism Australia is working with Tourism Victoria on specific Commonwealth Games-related campaigns in key overseas Commonwealth tourism markets to leverage off the Melbourne 2006 Commonwealth Games for tourism promotional benefits.

From November 2005 to March 2006 Tourism Australia and Tourism Victoria will run an integrated consumer, trade and public relations program in Singapore, to create awareness of the Melbourne 2006 Commonwealth Games and to position Australia and Melbourne as a key destination for events. The promotion will include an editorial series and ads in the Straits Times and the TODAY newspaper, and online promotions.

In the United Kingdom, Tourism Australia, Tourism Victoria and the M2006 Corporation have developed a major UK awareness campaign focusing on London black cabs. The taxi cab promotion includes completely covering twenty-five London taxis with images of Australia and Victoria. In addition, more than 150 of the famous taxis will feature Australian images on their doors, and information about Australia and the Games features in panels inside the taxis. This information is being changed quarterly to keep consumers up-to-date in the lead-up to the Games.

In Canada, Tourism Victoria with support from Tourism Australia, hosted a Commonwealth Games Launch Event to launch the Commonwealth Games to the media and trade. The function, which was held in Toronto provided a platform to communicate key messages to travel, lifestyle and sports journalists, and promote Australia to targeted consumers, travel trade and corporate stakeholders.

Tourism Australia has also undertaken a range of activities in partnership with Tourism Victoria across Asia to promote the Games. This includes a co-operative outdoor advertising campaign with Tourism Victoria from 1 February - 31 July 2005 in Malaysia to promote the games in the country. In Singapore a cooperative advertising campaign with Tourism Victoria ran from 13 April – 17 May 2005, and included both print and online components. In India Tourism Australia has undertaken a range of Games related promotional activities.

Business events
Business Club Australia: Melbourne 2006 is the official program for creating international business opportunities through the Melbourne 2006 Commonwealth Games.

Membership is free and offers companies the opportunity to promote their company and establish new business contacts through: business matching, events, hospitality, international business information and access to the Club’s networking centre during Games time.

Tourism Australia will host 12 corporate end users from South East Asia at the opening ceremony and Australian familiarisation visit to showcase Australia’s business events capabilities.

International media
Tourism Australia provides all visiting international journalists with a media pack containing Commonwealth Games materials. In addition, for all media visits to Melbourne, Tourism Australia aims to include a Commonwealth Games aspect into the itinerary.

For more information on the Visiting Journalist Program click here.

Online communications
Tourism Australia's consumer website www.australia.com provides motivational information to international travellers to influence them to choose Australia as the destination for their next holiday. The website displays destinational information, suggested holiday itineraries, a range of holiday deals in addition to travel tools and interactive maps. Australia.com is the key response mechanism for Tourism Australia consumer marketing activities worldwide.

Each version of australia.com that is available in Commonwealth countries includes a substantial Commonwealth Games section.

For more information on the Commonwealth Games, click here.