| | | | | | | | | | Business Events Australia Industry Update | | Welcome to the latest instalment of industry news from Business Events Australia (BEA), where we share updates on Tourism Australia’s current marketing and distribution activities to grow and support Australia’s business events industry. We’re always keen to hear about what’s happening in our industry so please continue to share your news and updates and contact us with any questions. |
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| | | | | Business Events Boost Program | | Applications are open for the Business Events Boost Program 2021/22 – BEA’s domestic partnership initiative to support industry-led business events marketing and distribution projects. The program, which aims to support the Australian business events industry by providing the opportunity to leverage funding and Tourism Australia’s expertise to deliver marketing and distribution projects to drive demand, has been extended with an additional $1 million in funding for the 2021/22 financial year. For full details on the program and to download the Business Events Boost Program 2021/22 Prospectus visit the Business Events Australia website. Applications for the program close on Wednesday 30 June 2021 at 5pm AEST. |
| | | Boost Activity from 2020/21 | | In 2020/21, 86 partner projects were supported as part of BEA’s Business Events Boost Program. Activity included asset content creation; marketing campaigns and media buy; educational programs and other distribution activity. Key activity highlights included Destination Gold Coast’s Let’s Meet Again Soon video; an educational to Rockhampton targeting key event agencies and their corporate clients; the development of video assets and a dedicated webpage to promote Ballina’s business events offering; and a virtual 360 site inspection video of the Sydney Opera House. Sarah Duthie, Head of Sales, Visitor Experiences at Sydney Opera House said, “The Virtual Site Visit was made possible by the Business Events Boost Program. We can now host agencies and their clients located across multiple cities in Australia, making the venue far more accessible and decision making faster because they share the same experience on screen.” |
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| | | | | Australia Next | | To continue to keep Australia front of mind internationally, the second edition of BEA’s Australia Next magazine for South and South East Asia and the third edition for the United States of America launched in April. The magazines, which provide incentive planners with inspirational content on Australia’s business events offering, are supported by an international media buy, including a home page take over on the TTGmice website and sponsored content and digital banners on Prevue. As part of BEA’s Event Here This Year campaign, an edition for domestic business events planners was also launched and promoted through electronic direct marketing (EDMs) with trade publications. |
| | | Domestic Educational | | In April, five business events agents and one journalist were hosted on a BEA domestic educational to the Lake House Daylesford, which is part of the Luxury Lodges of Australia collective, where they experienced products including Dairy Flat Farm, Daylesford Cidery, Lavendula and the Convent Gallery. The educational forms part of BEA’s broader recovery strategy and provided an opportunity for participants to experience first-hand Australia’s diverse incentive offering and why their clients should #EventHereThisYear. Already, the educational has generated two business leads. |
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| | | | | Customer Advisory Panels | | In April, BEA held Customer Advisory Panels (CAPs) for incentive and association planners in the United States of America (USA), United Kingdom and New Zealand. The CAPs brought together a small group to discuss the state of the market, the needs of customers and what Tourism Australia can do to better support potential business events to Australia. These sessions provide critical insights to inform BEA’s international strategy. A key takeaway from the USA was that planners are optimistic and are expecting a healthy rebound to global face-to-face business events in the coming years. |
| | | Australia Innovates | | Since launching on 15 April 2021, the Australia Innovates video series, highlighting the stories of some of Australia’s brightest people, has generated more than 1,200 views. The series, which is supported by an international media buy and a digital retargeting strategy across LinkedIn, has reached more than 555,300 people, and delivered nearly 2,000 clicks. Targeting association audiences in the United Kingdom, Europe and United States, highlights of the media buy include digital banners on the homepages of AMI and Headquarters; full page ads in the upcoming editions of CMW, Boardroom and Convene; an EDM campaign with Northstar; and an eight-page digital report with Headquarters. |
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