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Mice Net : June 2009
brisbane story By johanna mc bring it on brisbane! kinnon This ciTy is ready to take on the GFc. A s has been constantly reported over the last few months, the global financial crisis (GFC) has brought a cloud of uncertainty over the business events industry, with many companies reigning in event budgets. For many major cities in Australia this means it’s time to step up the game to attract more domestic and international events. And this is exactly what Brisbane is doing. With a dedicated plan to market the destination through tradeshows, delegate boosting, and bidding strategies, it’s game on! Brisbane Marketing director business events, Annabel Sullivan, said it’s a mixed story at the moment. “There’s anecdotal evidence that suggests some operators are facing event cancellations and cutbacks, while others are taking advantage of the current economic climate to more aggressively pursue business opportunities and target new market sectors,” she said. So how’s the scoreboard looking for events? According to Ms Sullivan Brisbane Marketing has a plan in place to attract more domestic and international business. “On the international front we’re focusing our energies on targeting the association market and those industry sectors where Brisbane has real strengths, such as information communication technologies, medical research and creative industries, through advertising and participation in IMEX,” she said. Looking beyond this year to 2010, Ms Sullivan said there’ll be more of a focus on reviewing budgets. “As business events budgets tighten across the globe, I expect we’ll see an even greater interest in conference destinations like Brisbane that offer real value for money and a genuine ability to attract delegates. “We’ll also see that as clients continue to review their budgets and reprioritise their objectives, there will be an even bigger imperative for destinations and operators to think outside the box and be flexible and cost effective.” So look out world… Brisbane isn’t going to let the GFC get it down! ABOVE: Story Bridge, Brisbane. Photo courtesy of Tourism Australia. 64 mice.net