Joyce DiMascio
Head of Business Events Australia |
27 November 2008
Dear industry colleagues,
The release of Australia the movie has generated unprecedented exposure for our country all around the world – and Tourism Australia’s partnership with Fox, Baz Luhrmann and Catherine Martin is also creating marketing alliances of a new genre.
When marketing in a cluttered environment “innovative” becomes essential to get cut-through. And in this work we have just that – Tourism Australia’s nimble and opportunistic strategy has given us new and powerful marketing platforms.
For our work in business events – the launch of the movie has given us a whole new tier of relationship and awareness building opportunities with those we are trying to influence. As I am often reminded by our global business events team - keeping Australia “top of mind” with agents and corporates is one of our primary challenges. |
So in each of our markets around the world we are tactically leveraging the movie to create a buzz about our country. The biggest promotion for business events will be at EIBTM in Barcelona where we are holding a special screening for all buyers from around the world. This will take Australia’s presence outside the traditional pavilion showcase – where this year we have 15 Australian operators all well positioned to leverage their investment even further.
And all of this comes at a challenging time for our sector all around the world. Our “dip-stick” in the last newsletter generated interesting indicators of the current state of the market. It would appear from the information offered that there have not been mass cancellations. Some stalling of decisions re bookings may be occurring with corporates also looking to tighten belts rather than cancel.
To read more, click here.
Best wishes,
Joyce DiMascio
Head of Business Events Australia
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L-R Geoff Buckley, Alison McLeod, Roslyn McLeod, Malu Barrios
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Business Events leaders among the first to see Australia
Business Events industry leaders from around Australia were among the 500 dignatories, celebrities and media who attended Tourism Australia's gold carpet premiere of Australia.
The special screening was held at the Dendy, Opera Quays with after-party at the Sydney Opera House. The film was enthusiastically received by guests from around Australia. Further trade screenings are scheduled for December 1 in Sydney and December 8 in Brisbane and Melbourne. To view pictures from the launch, click here. |
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Australia toolkit now available to industry
As part of our partnership with Twentieth Century Fox (Fox), Tourism Australia has secured permission for our industry partners to use Australia the movie promotional artwork in their own marketing activities in Australia and overseas. This is a movie marketing first.
The toolkit has been developed to allow you to place your marketing message and branding into formats approved by Fox. Customised for each market, the toolkit gives you access to the imagery employed by Fox in each market.
Click here to download the Australia the movie Tourism Toolkit and please ensure you take note of which version of the artwork you will need to use in each of your markets. As this artwork is the intellectual property of Fox there are some terms and conditions that need to be adhered to and legally any use MUST be approved by Fox. Full terms and conditions are available on the application form.
To read more, click here. |
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ICCA's global survey on state of industry
ICCA’s global members survey designed to assess state of the industry in the current financial crisis has highlighted a more optimistic outlook than expected – with the majority of members not planning to cut marketing budgets or staff.
The survey was a follow-up to a similar one conducted by ICCA in April. The survey results were presented at the ICCA Congress held in Victoria, Canada, earlier this month.
To read more, click here. |
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High level of CSR commitment in national audit
Business Events Australia has completed a national Corporate Social Responsibility audit making Tourism Australia one of the first National Tourist Offices in the world to undertake such a study.
The objective was to develop an inventory of Australian green product in business events and inform our marketing of Australia as a sustainable business events destination.
To read more, click here. |
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New Business Events Guide for UK & Europe
Tourism Australia’s business events team in UK/Europe has partnered with Conference & Incentive Travel Magazine to produce a 20 page Business Events Guide for event planners.
The guide was inserted in the November issue of the magazine, which has a readership of approx. 16,000 and will be officially launched at the ‘Australia’ pavilion (E500) at EIBTM trade show from 2-4 December in Barcelona.
For more information please contact, Lene Corgan, Business Events Manager, UK/Europe.
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L-R Alan Yang, Geoff Buckley, Vean Chan and Hsu Shing-Chung
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TVBS Corporate Social Responsibility famil
Australia is strengthening its media relations in Asia to drive more editorial about Australia as a business events destination where environment and community matter. In early November, journalists from TVBS, the most popular 24 hours news channel in Taiwan, visited Melbourne, Perth and Sydney to experience Tourism Australia’s first fully green familiarisation program.
Accompanied by Vean Chan from Tourism Australia’s Hong Kong office, our guests experienced a range of low carbon impact experiences such as BridgeClimb, solar cruising on Sydney Harbour and horse and carriage rides. To read more, click here. |
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EIBTM 2008 update
Fifteen Australian business events operators will be joining the Australia pavilion at EIBTM tradeshow in Barcelona, Spain from 2-4 December 2008. There is a real buzz around the 2008 event as Australia takes centre-stage with a special screeing of Australia for buyers from around the world.
Tourism Australia has secured an exclusive screening on Wednesday 3 December in Barcelona. Around 400 EIBTM hosted buyers have been invited to attend the event.The screening will provide a unique opportunity for Australian stand partners to network with buyers amid the excitement of the release of the epic new movie. To view the Australia screening invitation, click here.
To find out more about the UK/Europe business events market, contact Lene Corgan, Business Events Manager UK / Europe. |
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Incentive Travel Exchange industry opportunity
Incentive Travel Exchange (ITE) is a key event for buyers and sellers of incentive travel in the United States. Taking place from 22-24 June 2009, Incentive Travel Exchange will once again bring together pre-qualified hosted buyers and Australian sellers of incentive travel for two days of pre-arranged meetings and networking.
In 2009, Tourism Australia will be coordinating the Australia Suite at this event and has two (2) places for Business Events products.
Please click here to download your application and send through to Nora Tam by Friday 19 December 2008.
For more information please contact Skye Baird, Business Events Manager, Americas on +1 310 695 3222. |
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Dreamtime 2009 Update
Bidding to be the host destinations for Dreamtime 2009 has now closed and Tourism Australia is conducting its evaluation of bids submitted.
The outcome will be announced early in the new year. |
Recruitment of qualified international buyers is a key to Dreamtime’s success. Tourism Australia’s regional managers undertake a stringent selection process to ensure buyers have the potential to bring future incentive business to Australia.
An expression of interest will be distributed at key international activities such as EIBTM in December, followed the Team Australia Business Events Educational (TABEE) in March, IMEX and G’Day USA. This will be in addition to a marketing campaign to attract and qualify the best buyers to meet with Australian sellers from 10-18 October 2009 when Dreamtime takes place.
For more information contact Tom Hill, Business Events Trade Programs Manager. |
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UK famil group in Perth
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UK Agents hosted in Perth and Northern Territory
Between the 29th of October and 5th of November, Business Events Australia welcomed five incentive agents from the United Kingdom. In partnership with Perth Convention Bureau and Northern Territory Convention Bureau our guests experienced the very best Perth and the Red Centre have to offer the incentive buyer.
In Perth the buyers cruised along the Swan River under sail, and walked around Kings Park while learning about our Indigenous heritage. In the Red Centre, activities focused on the unique and captivating local fauna and landscape, including a trip to Uluru and the Sounds of Silence dining experience. In both locations food and wine was sourced locally.
Our guests left invigorated by Australia’s options available to the international incentive market. |
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US famil group in Sydney
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US Corporate Meeting Planners experience best of Sydney and Sunshine Coast
Eight Northern American corporate meeting planners arrived into Sydney on the morning of 31 October to 36 degrees and sunshine. Over the following six days they were treated to the very best which Sydney and the Sunshine Coast has to offer the incentive buyer courtesy of Business Events Sydney and Sunshine Coast Convention Bureau.
Our guests enjoyed Sydney’s spectacular BridgeClimb and a day’s sailing on Sydney Harbour. On the Sunshine Coast transfers to lunch on the Noosa River by Gondola and a trip to Australia Zoo wowed our visitors. To read more, click here. |
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| Green business events venues
The Greenhouse Federation Square – Australia’s first temporary sustainable exhibition.
The self sustaining event venue, located in Melbourne’s Federation Square, acts as a café and public gallery in the day and an event space at night over the Spring and Summer period of 2008/09. At the end of the three month tenure the structure will decompose, aiming to leave not a single trace of waste. To read more, click here.
Adelaide Showground - The Adelaide Showground's newest development is the first exhibition centre in Australia that is 100% self sufficient in water and energy use. This sets a new benchmark for exhibition venues with the launch of the $50 million exhibition facility extension. To read more, click here.
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Convention / conference statistics – September 2008
As part of Tourism Australia’s monthly updates on conference and convention visitor arrivals, the Business Events Arrivals - September 2008 Report is now available.
There were 194,800 convention or conference arrivals during the year ended 30 September 2008, an increase of 5 percent year-on-year.
There were 68,100 convention or conference arrivals during the three months ended 30 September 2008, an increase of 19 per cent year-on-year.
For more information on business events visitation data contact Leah Fletcher. |
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