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PROGRAM UPDATE 2014/15

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PROGRAM UPDATESince its inception in 2011 the Adelaide Convention Bureau’s ‘Incentives Adelaide’ program has continued as South Australia’s primary sales and marketing initiative focused on the incentive travel market.

The initiative was designed to help South Australian operators achieve stronger profile and level of opportunity with regard to incentives, with the ultimate goal of increasing South Australia’s share of the national market (currently less than 5%).

The average direct annual expenditure of incentive travellers in Australia remained consistent with former years in 2013, however as a reflection of a tighter economy incentive visitor arrivals to Australia were slightly down on previous years. South Australia represents around 5% of the total BE visitor expenditure for Australia and the average size of incentive travel groups sits at 80 participants. (Business Events Council of Australia 2013)

The Bureau is pleased to report that despite this challenging climate the level of opportunity and conversion of incentive business remained steady with 2013. The main target being small to mid-sized bespoke incentive groups looking for a new alternative to traditional incentive destinations on the Eastern Seaboard.

In terms of target international markets New Zealand, South East Asia, China and India are of primary focus for the program due to proximity, level of demand and developments in South Australia. Domestically most demand still originates from Sydney and Melbourne with Bureau activity focused accordingly.

This year the Bureau has opted to open the benefits of the program to all of its members, in preference to continuing with the Incentives Adelaide Preferred Operator scheme. This reflects the growing interest of a broader product group in the incentive market as a result of the widening scope of incentive travel requirements.

South Australian business previously part of the ‘preferred operator’ program, who are not currently Bureau members, are invited to consider the full benefits of Bureau membership. To this end Ketrah Eaton (Acting Membership Manager) will be in touch to discuss options.

We sincerely thank those members who have supported the program since its launch in 2011 and look forward to continuing to work with you to attract incentive business to South Australia.

Kind Regards,

Damien Kitto Chief Executive Officer

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SUMMARY OF SALES AND MARKETING ACTIVITYOver the last 12 months the Bureau team and industry partners have directly promoted and marketed the Incentives Adelaide program as follows.

KEY INDUSTRY TRADE SHOWS

• IMEX FRANKFURT: The world’s largest trade exhibition for incentives and meetings business, with the Bureau presenting as part of the Tourism Australia stand.

• PAICE AUCKLAND: Along with platinum member InterContinental Adelaide at the Pacific Area Incentives and Conference Expo in Auckland. The key trade show for incentive organisers from New Zealand.

• AIME MELBOURNE: Australia’s primary trade exhibition for incentives and meetings business. The Bureau was joined on the South Australia stand by members Accor Hotels South Australia, Adelaide Convention Centre, Adelaide Expo Hire, Adelaide Festival Centre, Adelaide Oval Functions and Events, All Occasions Group, Blanco Food and Events, Hotel Grand Chancellor Adelaide on Hindley, InterContinental Adelaide and Renniks Hire.

• CIBTM 2013: In September 2013 the Bureau joined Tourism Australia and other destinations at China Incentive Business Travel and Meetings Exhibition in Beijing. Face to face meetings took place with incentive organisers from across Asia, with the Incentives Adelaide program strongly promoted throughout.

• SOUTH EAST ASIA SHOWCASE: The showcase visited Singapore, Malaysia and Indonesia and is designed to provide access to qualified buyers, offer insights into current trends, and increase knowledge on market intelligence. This included face-to-face meetings with agent buyers as well as networking opportunities with corporate buyers.

• NORTH ASIA SHOWCASE: The showcase visited China and South Korea to provide access to qualified buyers, offer insights into current trends, and increase knowledge on market intelligence. This included face-to-face meetings with agent buyers as well as networking opportunities with corporate buyers.

• INDIA TRADE MISSION (ITM) 2014: An opportunity for representatives from the Australian tourism industry to establish business relationships with key qualified travel agencies and tour operators from India. The Bureau was joined by the Adelaide Oval, Premier of South Australia and South Australian Tourism Commission to attend pre-scheduled meetings between Buyers and Sellers, and opportunities to network at the official event functions.

PAICE 2013

AIME 2014

AIME 2014

IMEX

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SOUTH AUSTRALIAN CLIENT SHOWCASESThe following client showcases were delivered with the strong support and engagement of Incentives Adelaide Preferred Operators.

DESTINATION SA 2015This is the Bureau’s and South Australia primary showcase to the business events market, with incentives buyers from New Zealand, Asia and Australia hosted for targeted city/regional familiarisations and a business exchange.

SUMMARY OF SALES AND MARKETING ACTIVITY, STATE BASED

TOURISM AUSTRALIA ‘DREAMTIME’ INDIA FAMILIARISATIONIn conjunction with Tourism Australia and the SATC the Bureau hosted a group of major Indian incentive buyers for an impactful 3 day familiarisation focussing on Kangaroo Island, the Barossa and Adelaide City.

Internet connectivity required

CLICK BELOW TO VIEW THE DREAMTIME STORY

DESTINATION SA 2013

DESTINATION SA 2013 DESTINATION SA 2013

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CLICK BELOW TO VIEW THE DREAMTIME 2013 VIDEO

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SUMMARY OF SALES CALLS AND MARKETING CHANNELS

MARKETING CHANNELSThe Incentives Adelaide program and its preferred operator group was strongly profiled through key marketing collateral and channels as follows:

• NEW BUREAU WEBSITE AND DIGITAL PLATFORM: Featuring significantly enhanced Search Engine Optimisation’ capabilities and enhanced rich media such as online videos providing greater exposure opportunities for members.

• INTEGRATED SOCIAL MEDIA platform twitter increasing the reach for operators and creating ongoing updates and visibility to a wider audience.

• INTERACTIVE SUPPLIER MAP enabling clients to search for operators by location.

• DEDICATED INCENTIVES ADELAIDE PAGES: Showcase of preferred operators, media, sample itineraries and more, with site featuring a full Chinese translation.

• ADELAIDE PLANNERS GUIDE: Exposure and link to the Incentives Adelaide program through the destination’s primary promotional guide communicated to Bureau clients and prospects across all markets.

• INCENTIVES ADELAIDE BROCHURE: An overview of the Incentives Adelaide program communicated to incentive travel clients and prospects across all markets. INCENTIVES ADELAIDE NEWSLETTER: An update on the Incentives Adelaide program, including spotlights on preferred operators distributed to an extensive e-database of clients, members and key stakeholders.

IN MARKET SALES CALLSThe Bureau sales team promoted the Incentives Adelaide program during targeted and regular sales calls to incentive and business events buyers across the following markets;

• DOMESTIC: Sydney, Melbourne, Brisbane, Canberra, Perth

• INTERNATIONAL: New Zealand, Singapore, Malaysia, Indonesia, China

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CLICK BELOW TO VIEW THE ADELAIDE 2014/2015 PLANNER’S GUIDE

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CLICK BELOW TO VIEW THE ADELAIDE INCENTIVES VIDEO

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BUSINESS OPPORTUNITY AND CONVERSION: LAST 12 MONTHS

DREAMTIME 2013 FAMILIARISATION

BUSINESS SECURED The Bureau team has identified, developed and secured incentive group bids during this period at an economic benefit of $2 million for South Australia. The New Zealand market was a particularly strong contributor to this result and each opportunity is characterised by strong competition from other destinations. Examples of groups secured are as follows;

• Mondo Travel Client Incentive: - May 2015, 65 guests, 4 days - July 2015, 80 guests, 4 days - September 2015, 120 guests, 4 days

• ESP Ventures Client Incentive, 16 guests, 4 days, November 2014

• Fuji Xerox Staff Incentive, 40 guests, 4 days, March 2014

• HOT Events Owner Operator Partnership Weekend, 120 guests, 3 days, October 2014

*In most cases final itineraries are still being finalised with Incentives Adelaide preferred operators put forward in each instance.

BUSINESS LOST As a result of sales and business development activity in market, the Bureau team was invited to bid for a number of other opportunities, however was unsuccessful in the first instance. In such cases future opportunities are also explored.The following are examples of unsuccessful opportunities;

• Ideal Electrical Incentive, 30 guests, 5 days, 2014• Commonwealth Bank Incentive, 70 guests, 3 days, 2014• Indigo Automotive Incentive, 25 guests, 4 days, 2015• Extra Mile Client Incentive, 100 guests, 4 days

LIVE OPPORTUNITIESA number of incentive opportunities are currently under development by the Bureau team, this includes the following pending proposals;

• Fortis Events Client Incentive, 50 guests, 5 days, 2015• Commonwealth Bank Incentive, 80 guests, 3 days,

2015• Insignia Incentive, 16 guests, 4 days, 2016

2013 FAMILIARISATION

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CIM MAGAZINETTG ASSOCIATIONS

MICENET

The Incentives Adelaide program was featured through targeted advertisements and editorial across a range of publications focused on the incentive travel segment.

• MeetingNewz and Travelinc (New Zealand)• MICE China (China)• China Connections Magazine (China)• MixAsia Magazine (Asia)• CIM Magazine (Australia)• Mice BTN (Australia)• Mice.net (Australia)• InBusiness Magazine (South Australia)

Media releases relating to the program were also picked up by a range of on-line news updates focused on the incentive travel sector.

MEDIA COVERAGE

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OPPORTUNITIES MOVING FORWARD

DESTINATION SA 2013

2013 FAMILIARISATION DREAMTIME’ FAMILIARISATION

Sales, marketing and PR exposure for the program will continue over the next year, with the added additional benefits for operators.

FURTHER WEB AND DIGITAL ENHANCEMENT: A new Online Booking Portal, which is unprecedented in Australia, will allow clients and delegates to book pre and post touring with preferred incentive operators directly through the Bureau website. DREAMTIME 2015 In December 2015 Tourism Australia will host its biennial ‘Dreamtime’ event in Sydney. This is the nation’s primary showcase to incentive buyers from top global markets, and will incorporate a targeted trade event followed by state-based familiarisations. It is likely the Bureau will pursue a familiarisation group with related exposure and business opportunities for Incentives Adelaide preferred operators.

PAICE 2014Incentive Operators were invited to exhibit alongside the Adelaide Convention Bureau at this year’s key industry tradeshow event in New Zealand.

DESTINATION SA 2015: As a key industry event attracting around 50 qualified buyers from national and overseas locations, the Bureau, in conjunction with local preferred operators has selected the new date of March 2015 for its flagship event. Operators will once again be invited to attend and take part in this fantastic event which has typically generated in excess of $50 million of business to South Australian industry.

On behalf of the destination the Bureau thanks you for your commitment and looks forward to working with you into the future.

For non-members, if you are keen to learn about the benefits of Bureau membership, please contact Ketrah Eaton, Acting Membership Manager via email ketrah@adelaideconvention.com.au or on (08) 8237 0100 for more details.

Level 1, 15 Leigh St, AdelaidePh: +61 8 8237 0100 Fax: +61 8 8231 9900www.adelaideconvention.com.au

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