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Mice Net : February 2009
business events australia ramping up A Column by Joyce DiMascio Head of business events australia tourism australia The currenT economic environment is demanding a new level of marketing fitness and agility. www.qtc.org 30 mice.net firstname.lastname@example.org 07 3268 2171 ustralia has an extraordinary capacity to deliver successful meetings that reward and inspire. In difficult times, companies want to be sure that a meeting achieves and exceeds business expectations. We can do that. Going forward Business Events Australia will continue to focus our campaigns on building relationships with the trade, positioning our growing portfolio of environmentally and socially responsible product and presenting our $4.8 billion of investment in new facilities to ensure that we bring fresh ideas and locations to the market. But most of all we will continue to focus on the business benefits of meeting in Australia. One of Australia’s strongest selling points is our capacity to provide an environment that incubates ideas and fresh-thinking. Companies that invest in taking their teams away are generally trying to influence them in some way to think differently. So the Australian landscape – physical and built – provides an outstanding platform for delivering unique benefits to our clients. Another enormous advantage over other cities and international destinations is the professionalism and creativity of our industry. We have a track record of delivering quality, creative events that inspire and motivate. We have cut our teeth on many major international events and meetings like the Sydney 2000 Olympic Games, the Rugby World Cup, World Youth Day 2008, Amway 2008 and SIBOS 2008. There are many world events that have been successfully hosted in Australia and the creative and operations teams behind these events also service the business events sector which means our clients get access to some of the most creative operations and logistics teams in the world. As the market feels the impact of widespread belt-tightening we need to get even closer to our clients. We must understand each clients’ needs and deliver tailor-made programs. Australia must be hungry for the business – this is no time for disrespect, complacency or inertia. Indeed, the power of Australia’s marketing coalitions is now more crucial than ever. Business Events Australia creates platforms for the industry to work with us to deliver year-round cooperative trade marketing. This powerful marketing model is going from strength to strength because we have a business events sector that understands that strength comes from unity and a shared vision. It is going to be a challenging 2009 – and we are looking forward to keeping Australia very visible in the international marketplace. For more information, visit businessevents.australia.com.