TA ramps up in­cen­tive fo­cus

Business Events News - - Front Page -

Aus­tralia’s bi­en­nial busi­ness events show­case, Dream­time was de­clared the largest yet as it opened this morn­ing at Ade­laide’s ren­o­vated Con­ven­tion Cen­tre.

The sec­ond Dream­time to be held in Ade­laide, the event wel­comed 95 buy­ers from 10 key mar­kets, all ready to do busi­ness with over 70 Aus­tralian sell­ers.

“Dream­time is ba­si­cally the way to show the world that there really is noth­ing like Aus­tralia for busi­ness events,” FrancesAnne Keeler, deputy ceo Tourism Aus­tralia told BEN

Tourism Aus­tralia has the spot­light on in­cen­tive travel and are con­se­quently ramp­ing up their ef­forts in three key mar­kets: NZ, China and the US - which is do­ing “par­tic­u­larly well”.

“There’s a lot of po­ten­tial. We al­ways get a steady stream out of New Zealand and...there’s a lot of big in­cen­tives be­ing won for Aus­tralia out of China at the mo­ment.”

Keeler said food and wine is a huge draw­card for events com­ing into Aus­tralia.

In New Zealand, where del­e­gates can of­ten be more fa­mil­iar with Aus­tralia than other mar­kets, TA’s strat­egy is to bring the un­ex­pected and con­stantly rein­vent their mes­sages.

“Ki­wis tend to some­times think they’ve been there, done that, so it’s very much about new news. Our con­tent strat­egy in NZ is more in­for­ma­tion heavy rather than just beau­ti­ful im­ages,” Keeler told BEN

“The US mar­ket the food and wine is very im­por­tant but we’re also go­ing to be launch­ing aquatic and coastal mes­sag­ing next year and really cap­i­tal­is­ing on Aus­tralia’s great as­sets.”

Sell­ing Aus­tralia’s food and wine ex­pe­ri­ences to China is slightly dif­fer­ent, with a heav­ier fo­cus on “pad­dock to plate” ex­pe­ri­ences, Keeler says.

“For them it’s more about fresh pro­duce rather than the restau­rants be­cause they really ap­pre­ci­ate that blue sky, fresh qual­ity.”

Each month Busi­ness Man­ager for in Place Re­cruit­ment, Ben Carnegie, writes his ob­ser­va­tions from the re­cruiter’s per­spec­tive to help job hun­ters find the per­fect job. Ben has over 15 years work­ing in five star ho­tels and the MICE in­dus­try and has worked on some of Aus­tralia’s big­gest events.

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