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Mice Net : December 2008
case study on land and sea T NAME: The Sydney International Boat Show TYPE: The largest boat show in the Southern Hemisphere BY: NSW Boating Industry Association VENUE: The Sydney Convention and Exhibition Centre. In fact this year marked the show’s 20th anniversary at the Darling Harbour venue. PAX: More than 70,000 people attended the 2008 show, taking the total number of attendees at the show over the past 20 years to more than 1.5 million. NO. ON ORGANISING TEAM: Nine people BUDGET: More than $4 million WHAT YOU DID: The show is the largest exhibition held at the centre in terms of the square metres it covers. For six days, it fills the centre’s six exhibition halls as well as the waters of Cockle Bay outside the centre. Because it’s such a major event, it’s also the backdrop to numerous meetings for associated marine groups such as the Australian Marine Industries Federation and the Shipbuilders Association. DIFFICULTIES: This year’s show not only came during a tougher economic climate, it also coincided with a number of big events such as World Youth Day, the Bledisloe Cup and the Beijing Olympic Games. As a result a lot of traditional marketing mediums were heavily booked. OVERCOMING DIFFICULTIES: Organisers had to work particularly hard to achieve the traditional level of advertising exposure across television, magazines, newspapers, radio and the internet. This year saw the introduction of a new marketing avenue – the use of video screens in CBD office lifts – which provided a very targeted way to reach city workers and promote a new offer of $5 off the entry price for visitors after 5pm. SPECIAL TOUCHES: The Sydney show is the only one in Australia to feature a specially installed marina facility, enabling more than 300 vessels to berth in Cockle Bay outside the centre in an amazing showcase of the latest in boating. The show always features special entertainment, with this year’s program including Justin Jones and Janes Castrission, the first people to cross the Tasman in a kayak. CLIENT’S COMMENTS: “Sydney International Boat Show as a collection of boats is not enough to attract people – its location in Darling Harbour has helped create the event over the past 20 years. It really is exceptional – which is why it accounts for a massive 25 per cent of the NSW’s boating industry’s annual sales of $2.1 billion.” – Doug Olding, President, Boating Industry Association of NSW 94 mice.net D - E C E M 2 B 7 E . R N 2 0 Y 0 D 8 – S M I C E A . C N E S E T U O 6 5 9