| | | | | | | | | | Business Events Australia Industry Update | | Welcome to the latest instalment of industry news from Business Events Australia (BEA), where we share updates on our 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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| | | | | | | | | Positive feedback for North American virtual activity | | The Business Events Australia North American Showcase, held over two days last week, has been receiving positive reviews from attendees. The virtual event saw buyers and sellers attend group appointments to nurture relationships with North American customers. The event generated 100 per cent buyer satisfaction, with 89 per cent of buyers saying they are more likely to send groups to Australia after attending the event. Australian sellers also indicated a 100 per cent satisfaction rating with 89 per cent of respondents indicating that they intend to secure more business as a result of the event. Alongside the Showcase, BEA hosted a Meeting Professionals International education session which provided Australian industry with the opportunity to show North American planners how they are responding to the challenges of the pandemic. |
| | | Media buy continues to keep Australia in mind | | Alongside our virtual distribution activity, the Business Events Australia international media buy is playing a key role in keeping Australia front of mind as a destination for future association and incentive events. Our content-led approach has been showcasing Australia’s role in building the world’s largest radio telescope and exploring Australian work to build the world’s first quantum computer. On the incentive front, we’ve been using our media buy to extend the reach of our incentive inspiration magazine Australia Next – packed with Australian product – in international markets. With the help of placements in several publications in the US market, the first North American Australia Next has clocked up almost 2,000 sessions from more than 550 unique users – and the just released United Kingdom (UK) and New Zealand editions are also being supported by media buys in their markets, including an onsert of over 2,200 hard copies to buyers in New Zealand with the latest Meeting Newz magazine. |
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| | | | | Introducing Australia in augmented reality | | As part of Business Events Australia’s virtual customer engagement strategy, working with Belle Laide Events, we commissioned an artwork by Australian artist Sophia Mary Mac and created an augmented reality experience for international customers to unlock. Artworks are being distributed to key customers and media in eight target markets, and even with some customers yet to receive their packages, more than 280 unique users have interacted with the virtual experience, which makes use of Tourism Australia’s 8D video series to transport planners to Australia. Biz Events Asia have given the initiative a glowing review and with five more videos set to be delivered through the artwork, it will provide several more touchpoints and reminders of Australia over the weeks to come. |
| | | Reaching millions on Instagram | | Business Events Australia’s reach on Instagram through the @businesseventsaustralia account continues to grow, gaining 3,000 followers in its first four months, primarily from our key international markets. So far our Instagram content, showcasing a wide cross section of Australia’s business events offering, has had a reach of 59.7 million people, with 74.7 million impressions delivered. Between a targeted international spend and a nuanced organic content strategy, posts to the account have generated over 972,000 engagements. Imagery from a range of destinations has performed strongly, including shots of a long table dinner on the beach near Adelaide, Terri Irwin cuddling a wombat at Australia Zoo on the Sunshine Coast, a spectacular dinner set up in the centre of the playing field at Optus Stadium in Perth and a throwback to when Melbourne played host to the World’s 50 Best Restaurants Awards in 2017. If you have uniquely Australian business events content, which we could feature on the account, please send it through to us at bea@tourism.australia.com. |
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| | | | | | | Let us know what you’re up to | | As part of Tourism Australia’s domestic strategy, a Business Events Australia marketing campaign and a supporting content program is in development; and with applications for the Business Events Boost Program in review, we‘re very keen to hear if you are planning any marketing initiatives aimed at encouraging events to take place again. This will enable us to share messaging aligned with our campaign and ensure our work complements other industry activity. And, as always, continue to share other news and updates with us at bea@tourism.australia.com. |
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