Joyce DiMascio
Head of Business Events Australia |
25 September 2008
Dear Industry Colleague,
The countdown has begun at Tourism Australia for the October launch of our new global marketing campaign. The centrepiece of the campaign is a new series of advertisements produced by Baz Luhrmann and his Bazmark production team.
This ground-breaking new campaign which includes television, cinema, print and on-line ads is also supported by an integrated PR program designed to generate global publicity for Australia and the key themes of the campaign – we will have more details on this in the next issue. The ads will also dovetail with Tourism Australia’s promotional partnership with 20th Century Fox – this partnership centres on the release in November of the epic movie called Australia which features Nicole Kidman and Hugh Jackman. |
All around the world, 20th Century Fox pre-launch publicity is generating media content and magazine covers on an unprecedented scale. This level of publicity will only continue to build in the lead-up to the film’s world premiere in late November. This level of exposure is what will drive global awareness of our country and its capacity to inspire all those who visit.
For business events marketing – the opportunity to leverage this global exposure comes at a very good time. At IT&ME in Chicago this week the Australia Pavilion will reflect movie imagery in order to create a new level of buzz about Australia. The challenge is always how to get more cut-through in the tradeshow environment. Australia the movie is providing a timely and unique opportunity to bring some silver screen glamour to the event and Tourism Australia’s US team is seizing this extraordinary marketing opportunity.
It is a unique partnership between Tourism Australia and Baz Luhrman. He says: “ I am using my country as a canvas on which to create a metaphor for “the faraway”. It is an exotic place…where you can be transformed by experience and ultimately by love. This is universal storytelling… in one of the last places in the world that still conjures mystery, excitement and romance in people’s minds.”
For those of us who face the daily challenge of marketing Australia in the face of growing competitions from cashed up destinations – to have a movie called Australia has got to help not hinder our efforts.
Stay tuned.
Regards
Joyce DiMascio
Head of Business Events Australia
For more information about partnership opportunities contact Brent Anderson on banderson@tourism.australia.com
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Dreamtime destination tender
The invitation to host Dreamtime 2009 will be issued shortly to convention bureaux around Australia. The new program and event format is now available and provides opportunities for buyers to experience first-hand two Australian incentive destinations. |
The new program promotes sharing these incentive experiences with international buyers which is a vital element in assisting to promote the calibre of events that can be delivered while in Australia.
The refashioned Dreamtime 2009 will be held between Saturday 10 October and Sunday 18 October 2009. The Australian host destination will be decided later this year.
To read more, click here. |
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Farewell dear Miles
Many family, friends and colleagues of journalist, Miles Clarke attended his funeral this month in Sydney following his sudden death on 1 September 2008. Miles was a regular contributor to a host of Australian newspapers and magazines writing about the business events sector and travel.
Many of us have worked with Miles over many years – he was a warm and generous person who worked very hard to promote our industry and travel to Australia. |
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He was a prolific writer – utterly professional at all times. In grieving for him many have asked - what could we have done to make his burden lighter and more tolerable?
While Miles’ death was unexpected, his family shared openly details of Miles’ long battle with depression and his quest to get better by overcoming the deep dark cloud that hovered overhead. He was receiving treatment but unfortunately he surrendered his life to the ugly beast – when the battle became too much.
Farewell dear Miles – rest in eternal peace.
We attach here a pictorial tribute to Miles which was shown at the funeral service. It has been provided by his family to share with his many friends in the industry. To view click here.
For those who would like to make a contribution to the family’s chosen charity, donations can be sent to:
Beyond blue: the national depression initiative
PO Box 6100
Hawthorn West Victoria 3122
http://www.beyondblue.org.au |
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How green are business events?
Thank you to everyone who completed the Business Events Australia Corporate Social Responsibility Survey. The survey has officially closed with over 230 responses from a broad range of operators across Australia.
The next phase will be analysis of the data to identify current practises being undertaken within the business events sector. We will be also able to see what steps are taken to incorporate the principles of corporate social responsibility.
To read more, click here. |
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Team Australia Asia Mission 2007, Korea and Taiwan |
Team Australia blitzes China and Hong Kong
Tourism Australia and Australian convention bureaux had a golden opportunity to source, qualify and educate key corporate and agent buyers from across China this week, as part of Team Australia’s 2008 Asia Mission to Hong Kong and Shanghai.
Bringing together buyers and sellers in a structured business environment, this mission was a valuable opportunity for Australian business events operators to continue to develop business opportunities throughout Hong Kong and China.
To read more, click here. |
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National Business Events Strategy update
The business events industry will deliver a National Business Events Strategy to the Minister for Tourism, Martin Ferguson early next month.
This strategy has been developed following the collective input of a Working Group since May this year. The Working Group included Australian Convention Bureaux (AACB), Australian Hotels Association (AHA), Australian Tourism Export Council (ATEC), Business Events Council of Australia (BECA), Department of Resources, Energy & Tourism, Exhibition and Event Association of Australasia (EEAA), Meetings & Events Australia (MEA), Tourism and Transport Forum (TTF) and Tourism Australia.
The objective of this strategy is to develop a long term plan to improve the Australian business event sector’s global competitiveness. This strategy will feed into the 2009/10 budget cycle and the National Tourism Strategy.
For more information contact Joyce DiMascio. |
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Australia feature in miceASIA.net magazine
In keeping with Business Events Australia’s strategy to develop more content for Australia in the business events segment globally, Business Events Australia is supporting a supplement in the January 2009 edition of miceASIA.net magazine, which has strong distribution throughout Asia.
The supplement will give a “helicopter view” of Australia in business events, focus on new infrastructure within Australia for business events, provide details of Business Events Australia’s audit of Corporate Social Responsibility within the business events segment, and update readers on upcoming events in 2009 including TABEE and Dreamtime. Recent case studies of incentive-style events successfully staged in Australia will also be featured.
If you are interested in supporting this supplement and would like further information and rates please contact Helen Batt-Rawden, Publisher helen@btp.net.au or (02) 8264 4488 |
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2009 G'Day USA targets Fortune 500
For the first time a San Francisco component has been added to activities for G’day USA in 2009. In addition, a business events dinner will be held with Maritz assisting Tourism Australia to invite corporate clients from Fortune 500 companies.
Opportunities for industry will include a dinner on 15 January, exhibition and networking opportunities. A prospectus will be distributed within the next two weeks, however places are limited.
For further information on G’Day US go to www.australia-week.com |
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Events around Australia
Do you need to know what business and consumer events are taking place around Australia? Meeting planners find the Events Calendar a valuable tool to help choose their next Australian destination for an upcoming meeting or incentive.
This calendar is updated weekly and is available from the homepage of businessevents.australia.com
If you have an event you would like listed, contact Alicia Hutchinson.
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New sales tool for the incentive market
One of the key challenges in promoting Australia as a business events destination is ensuring the wider industry is aware of our fantastic new corporate meeting and incentive product as it comes to market. In the face of increasing global competition, delivering ‘new news’ will be paramount to keeping our offering fresh and Australia at the top of the global incentive wish list. |
That’s why for IT&ME this year, we created 'Meet in Extraordinary Australia', a sales tool to help showcase the latest and greatest incentive product from Australia. Our next edition will be ready in time for AIME 2009.
For further information contact Lara Wolski. |
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Profile your new infrastructure and refurbishments
News about events infrastructure is in demand by media and international buyers. The June edition of the New Business Events Inrastructure brochure will be updated for distribution at the Australia Pavilion at EIBTM in Barcelona in December. Since the production of this brochure in June, the industry has advised us of additional developments taking the total value of investment to over $4.3 billion.
The inventory is a valuable marketing tool which offers a comprehensive description of new Australian infrastructure developments and refurbishments. If your project or refurbishment is not included, you have the opportunity to update us. Inclusion is complimentary for the business events sector.
Send details of your new infrastructure development including completion date, dollar value of investment and a short description to bea@tourism.australia.com or for further information contact Deanna Varga. All material should be received by 30 September. |
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Mentee Kate Daines, BE Sydney and mentor Annabel Davis, SCEC
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Launch of the MEA Business Events Australia mentor program
The Business Events Australia / Meetings & Events Australia Mentor Program was launched on Monday 1 September. This is a joint venture between MEA and Tourism Australia to grow the skills of the business events industry.
The inaugural program includes of 12 mentors and mentees participating in the six month program.
To read more, click here . |
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 L-R Deanna Varga, BEA; Leslie Francis, CCB; Anthea Sommerville, Qantas; Sandra Chipchase, AACB |
AACB Scholarship winner
Ms Leslie Francis, Business Development Manager at the Canberra Convention Bureau was recently awarded the Association of Australian Convention Bureaux (AACB) 2008 Annual Scholarship. The scholarship, now in its thirteenth year, is jointly sponsored by Business Events Australia, Qantas and AACB Inc. Each year, staff members of Australia’s Convention Bureaux are invited to submit a development project and apply for a scholarship comprising a cash grant of $5,000 plus travel on Qantas Airways. |
| We are pleased to support this initiative – and Leslie is a fitting winner for 2008. Her project looks at ways to leverage major events to drive more business tourism.
To read more, click here. |
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| UK incentive agent forum
Tourism Australia’s business events team, Etihad Airways, Pan Pacific and the Four Seasons Sydney joined forces for an incentive agent forum in the UK this month.
Held at the Four Seasons Hampshire Hotel, seven top UK incentive houses including representatives from AYMTM, Yellow Fish and In2Conferences, attended presentations highlighting Australia’s motivational credentials for business events. They also engaged in discussion about the future of long-haul incentives in the current climate.
For more information on the UK business events market, contact Lene Corgan. |
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| Sights set on US corporates
IT&ME in Chicago
One of the biggest business events tradeshows in the US, IT&ME took place in Chicago this week. The Australia Pavilion features 11 Australian suppliers including two airlines, four DMC’s and five hotels.
Australia the movie was a feature of the booth as well as Aboriginal performer Nathan Schrieber. To read more, click here.
US corporate educational to Sydney and Sunshine Coast
The North American corporate educational will take place from 31 October to 5 November 2008. Tourism Australia’s business events unit will partner with Air New Zealand, Business Events Sydney and the Sunshine Coast Convention Bureau to host 10 corporate buyers for the six day program.
For more information about the North American business events market, contact Skye Baird. |
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| Aviation update
By: Karl Flowers, Tourism and Aviation Economist, Tourism Australia
Notwithstanding the growing financial meltdown in the US, the economists in Tourism Australia view the last three months as highlighting a much more positive outlook for business event tourism to Australia in the next few years.
This positive note relates to the fall in the price of the Australian dollar against competing currencies and the fall in the price of oil since the beginning of this financial year.
The fall in the value of the Australian dollar makes Australia a more competitive destination in terms of a wide range of costs for potential business event visitors. Between 1 July and 15 September 2008 the value of the Australian dollar has fallen significantly against many of the currencies of our top 10 business event markets.
To read more, click here. |
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Green Globe Lite
Green Globe Lite was recently launched to assist the tourism industry in addressing climate change and sustainability. The online program provides companies with a sustainability 'health check' which assesses their environmental performance. This will assist in monitoring a company’s energy and water consumption and they will then be able to compare their performance with industry peers.
Companies that complete the online program will be awarded the Green Globe Lite Logo. This logo represents a commitment to creating a sustainable future and the company will become a recognised member of the worldwide Green Globe network.
To read more, click here. |
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Convention / conference statistics – July 2008
As part of Tourism Australia’s monthly updates on conference and convention visitor arrivals, the Business Events Arrivals - July 2008 Report is now available.
There were 199,800 convention or conference arrivals during the year ended 31 July 2008, an increase of 8 per cent year-on-year.
There were 35,600 convention or conference arrivals during July 2008, an increase of 78 per cent year-on-year.
For more information on business events visitation data contact Leah Fletcher. |
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