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Mice Net : June 2009
business events australia aacvb opportunities AheAd Column by Joyce DiMascio Head of business events australia Business eVents Australia is forging ahead despite the vastly different international landscape. O ver the past year we have faced a dramatically changed operating environment influenced by the tremendous global financial instability, changing political landscapes and more recently the threat of a pandemic. Our challenge has been to determine how best to adjust our programs to keep Australia very visible in the international market. Often out of difficult times come new opportunities which can only be leveraged if there is a mindset willing to adapt, to be innovative, and most importantly to be nimble. For our 09/10 program we have a range of new marketing programs. The core elements of our new work are an exciting new campaign targeting the corporate meeting and incentive market, an expanded public relations program designed to generate more branded content about Australia, an enhanced website and of course, a refashioned Dreamtime. These initiatives are all framed around a co-operative program that allows our convention bureaux and industry partners the opportunity to leverage our marketing across a range of trade channels. Our new campaign’s strap line is “Take your thinking to a whole new place” and the visual imagery is a beautiful underwater scene that captures the transformative impact of a meeting in Australia. One of Australia’s strongest selling points is our capacity to provide an environment that incubates ideas and fresh-thinking. The Australian landscape – physical and built – provides an outstanding platform for delivering unique benefits to our clients. Our key message is that by holding a meeting in Australia, our clients will be able to deliver real business results and return on their investment. We suggest that there is something about Australia that engages, challenges, provokes and transforms. The print advertising captures this message in a most original and creative way. We will also be communicating the value proposition of Australia more strongly as “price and value” are very relevant in the current climate to all our clients considering destinations and event options. The new creative which appears in this issue of mice.net was launched internationally at IMEX in Frankfurt last month. Business Events Australia is not standing still – and we look forward to partnering with industry to deliver these new programs in the year ahead. 20 mice.net U AACVB Column by Mrs suprabha MoleeratanonD direCtor of Conventions tHailand Convention & exHibition bureau At the time of going to press the Asian Association of Convention and Visitors Bureaux was planning to re-launch at imeX, Frankfurt. nder the theme “Asia welcomes the world” the AACVB was planning to unveil details of its drive to promote the Asian region as an ideal convention destination. The AACVB was formed in 1983 to promote the Asian region as a meetings destination. Its founding members included Hong Kong, Malaysia, Philippines, Singapore, South Korea and Thailand. China and Macau joined later. AACVB President Mrs Suprabha Moleeratanond of the Thailand Convention and Exhibition Bureau, underlined the importance of fostering regional cooperation in developing Asia’s convention potential. “AACVB is a member-driven association. With the unity of purpose and shared resources that AACVB offers, we see great potential and many synergies in the regional convention sector,” she said. “Our 2009 Action Plan was developed after an extensive review of the organisation’s mission and strategic goals, and we are confident that in the longer term our members will definitely see dividends in terms of increased market access and leverage, and more broadly, through a stronger, more vibrant and more robust regional convention industry in Asia.” The plan focuses on developing effective mechanisms for collaboration, and is to be implemented by three task forces, covering the following areas: • Statistics, data collection and exchange and website • Marketing and branding • Training and education for members AACVB’s goals are to stimulate intra-regional conventions, encourage formation of national, state/province or city convention organisations to enhance members’ convention-hosting capabilities, help to elevate professional standards in the industry, and provide effective training programs to achieve this objective. Upcoming AACVB events: • Asia for Asia Meetings Industry Leaders Summit, Bangkok, October 5, 2009 • AACVB website launch, June 2009 For further information contact Sumet Kanchanapan, senior PR executive at the Thailand Convention & Exhibition Bureau on sumet_k@ tceb.or.th.