Program Update & Preferred Operator Benefits Guide 2013/14

Transcription

1 Program Update & Preferred Operator Benefits Guide 2013/14 1

2 Program Update During the last year 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. In recent years the average direct annual expenditure of incentive travellers in Australia has been $163 million, representing around 7% of the total Business Events visitor expenditure for Australia. The average size of incentive travel groups sits at 125 participants (IRF 2012). Overall the value of Australian incentive business grew slightly last year, however we are still some way below pre-gfc values of Now in its 3rd year, Incentives Adelaide is designed to help South Australian operators achieve stronger profile and level of opportunity with regard to incentives, with the ultimate goal to increase South Australia s small share of the national pot (currently less than 5%). The Bureau is pleased to report that in terms of profile, level of opportunity and conversion the program is developing well. The main target being small to mid-sized bespoke incentive groups looking for a new alternative to traditional incentive destinations on the Eastern Seaboard. New Zealand, South East Asia and China are of primary focus for the program due to their proximity and level of demand. Europe and the US continue to receive some attention, albeit challenges exist due to the current financial climate and distance from Australia. Domestically most demand still originates from Sydney and Melbourne with Bureau activity focused accordingly. The success of the program is greatly influenced by the level of longterm commitment from South Australian Operators, and the Bureau is delighted that the number of Incentives Adelaide Preferred Operators continues to grow, with 37 businesses now on board. The purpose of this document is to provide an update on the Incentives Adelaide program, in terms of results and operating context. There is also detail on the benefits available to your organisation by committing to the program moving forward. On behalf of the destination the Bureau thanks you for your commitment and looks forward to working with you going forward. Kind Regards Damien Kitto Chief Executive Officer 2

3 Tourism Australia China Familiarisation Tourism Australia China Familiarisation Out of the Blue Familiarisation Preferred Operators The following proactive operators were promoted and marketed as Preferred Operators of the Incentives Adelaide program over the last period. The breadth and engagement of this group is instrumental in driving, developing and securing further incentive business for South Australia. Adelaide Convention Centre Adelaide Festival Centre Adventure Bay Charters Ask Amanda - Image & Style Consultants Aurora Ozone Hotel Calypso Star Charters Crowne Plaza Adelaide Desert Cave Hotel Fun Food Focus Goin Off Safaris Great Southern Rail Hahndorf Hill Winery Hentley Farm Wines Hilton Adelaide InterContinental Adelaide Kangaroo Island Sailing LifeTime Retreats Longview Vineyard Malaysia Airlines National Wine Centre of Australia Novotel Barossa Valley Resort Port Lincoln Hotel Qantas Airways Ltd Seppeltsfield Wines South Coast Helicopters Southern Ocean Lodge Stamford Grand Adelaide Stamford Plaza Adelaide Sticky Rice Cooking School Swim with the Tuna The Retreat at Chapel Hill Winery The Sebel Playford Adelaide Tourabout Adelaide Virgin Australia Woodstock Wine Estate Zoom Photography Tours Zoos SA 3

4 Summary of Sales and Marketing Activity Over 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 preferred operators Sealink and Intercontintal Adelaide, the Bureau exhibited at the Pacific Area Incentives and Conference Expo in Auckland. This is 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 9 preferred operators including Adelaide Convention Centre, IHG South Australia, Novotel Barossa Valley Resort and Stamford Hotels and Resorts. Tourism Australia South East Asia Roadshow: Co-ordinated by Tourism Australia, this initiative included face to face meetings with incentive buyers and agents from across the region. AIME Melbourne PAICE Auckland South Australian Client Showcases The following client showcases were delivered with the strong support and engagement of Incentives Adelaide preferred operators. Destination SA: This is South Australia s 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. Tourism Australia China Familiarisation Tourism Australia China Familiarisation: In conjunction with Tourism Australia, the SATC and Adelaide Airport, the Bureau hosted a group of major Chinese incentive buyers for an impactful 3-day familiarisation focussing on Kangaroo Island, the Barossa, the Adelaide Hills and Adelaide City. CLICK HERE to view a video highlighting this initiative. Domestic Incentive Agents Out of the Blue Familiarisation: With the strong support of Incentives Adelaide preferred operators based in Port Lincoln, the Bureau hosted a group of Australian incentive agents for a 3-day incentive experience on the Eyre Peninsula and in Adelaide. CLICK HERE for further detail on this initiative. Out of the Blue Familiarisation 4

5 Only in Adelaide experiences 10 of the best! Our destination has a diverse and appealing range of options for incentive experiences and itineraries. For full details please visit the Incentives Adelaide page at As a taste, here are 10 of the very best experiences available to you... all of which are specific to Adelaide, South Australia. 1. Barossa Wine Blending 3. Private Quad Bike Adventure Chateau Tanunda is Australia s largest on Kangaroo Island and oldest Chateau, and is at the heart of the Barossa, Australia s most famous wine region. Under the expert guidance of the winemaker the group will learn Get your adrenalin pumping and quad bike through 500 acres of otherwise inaccessible, open grassland and pristine native bush. Accompanied by a professional In Market Sales Calls about Chateau Tanunda s award winning guide, you will get up close to an wines and then have a go at blending their own.. The winemaker will then host a long table lunch during which he will judge the best blend. All guests will take away a personalised bottle of their wine blend. After lunch guests may wish to enjoy a game of croquet in the manicured gardens, or even a game of cricket on the Chateau s own cricket ground. Price Guide: from $40 per person Year Old Fortified Wines Seppeltsfield Winery dates back to 1851, and is famous the world over for its fortified wines. Each year since 1978, Seppeltsfield have released the next vintage of fortified wine. As part of the winery s Centenary Tour incentive guests not only get to taste 100-year old fortified wine, but also have the opportunity to enter a private barrel hall and sample fortified wine from the abundance of native Australian wildlife including echidnas, kangaroos and koalas. You will also enjoy stunning views of the Southern Ocean along the way as you make your way along the pristine coastline of Kangaroo Island. Price Guide: from $229 per person 4. Cage Dive with Great White Sharks Port Lincoln in South Australia is the only place in Australia where incentive groups can see Great White Sharks in their natural environment. Indeed it was around Port Lincoln that Stephen Spielberg filmed the underwater scenes for the movie Jaws. Guests can take a day on the water to visit Shark Bay at Neptune Island, seeing some The Bureau sales team promoted the Incentives Adelaide program during targeted and regular sales calls to incentive and business events buyers across the following markets; year of their birth a symbolic and unique spectacular scenery, dolphins and seabirds experience only available in South Australia. Price Guide: from $75 per person along the way. When the Sharks arrive, those seeking adrenaline can choose to take a splash and get into the cage and see these endangered species at close quarters. Domestic: Sydney, Melbourne, Brisbane, Canberra, Perth Price Guide: from $495 per person 7 International: New Zealand, Singapore, Malaysia, Indonesia, Europe. Click on link for Realview version Incentives Adelaide Brochure Incentives Adelaide Newsletter Marketing Channels The Incentives Adelaide program and its preferred operator group was strongly profiled through key marketing collateral and channels as follows; Bureau website and dedicated Incentives Adelaide pages: Showcase of preferred operators, media, sample itineraries and more, with site featuring a Chinese translation. Adelaide Planners Guide: Exposure and link to the Incentives Adelaide program through the destination s primary promotional guide which is 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. Destination SA - Familiarisation 5

6 leigh street dinner - Tourism Australia China Familiarisation Business Opportunity And Conversion last 12 months Business Secured The Bureau team has indentified, developed and secured incentive group bids during this period at an economic benefit of $2 million for South Australia. Each opportunity is characterised by strong competition from other destinations. Examples of groups secured are as follows; ITM Building Centre Incentive out of New Zealand 80 guests over 3 days. City and McLaren Vale, February 2013 Temperzone Incentive out of New Zealand 50 guests over 3 days, March 2014 Ethica Pharmacy Incentive 35 guests over 2 days, October 2014 Clark Rubber Conference and Incentive 240 guests, 5 days, March 2014 Count National Stars Conference and Incentive 140 guests, 2 days, November 2013 Symbion Incentive 40 guests, 3 days, Barossa, October 2012 *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. Examples of such cases are as follows; HSBC Bank Incentive out of Asia, 40 delegates for Jan 2013 Goodyear Incentive, 50 guests for 2014 Westpac Bank Incentive, 250 guests for 2014 LJ Hooker Incentive, 200 delegates for 2013 Driving Force Incentive out of New Zealand Herbalife Incentive out of Asia, 1000 delegates for 2013 Live Opportunities A number of incentive opportunities are currently under development by the Bureau team, this includes the following pending proposals; Prudential Insurance Incentive out of Asia, 200 guests, June 2014 ESP Ventures Incentive out of New Zealand, 12 guests 2013 BT Financial Incentive, 200 guests, Nov 2014 Westpac Incentive Program, 60 guests quarterly, 2013/14 6

7 MICE China (China) Media Coverage 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 incentivetravel sector. MeetingNewz and Travelinc Advertisements (New Zealand) Mixasia Magazine (asia) conferences and incentives! For creative ideas and Only in Adelaide experiences visit the destination website: 7

8 Swim with the sealions - eyre peninsula Out of the Blue Familiarisation Tourism Australia China Familiarisation Preferred Operator Benefits Opportunities Moving Forward Benefits to Incentives Adelaide preferred operators, and details on renewing / joining this program are detailed overleaf. Sales, marketing and PR exposure for the program will continue as per the last 12 months, with the added additional benefits for operators. New Digital Platform In early 2013/14 the Adelaide Convention Bureau will be launching a new website and digital platform. This will feature significantly enhanced Search Engine Optimisation capabilities, enhanced rich media (e.g. video material), greater exposure opportunities for members, a social media platform, and more interactive resources for clients. The Incentives Adelaide Program will be a primary feature of this platform. Dreamtime 2013 In December 2013 Tourism Australia will be hosting its biennial Dreamtime event in Melbourne. 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 be hosting a familiarisation group with related exposure and business opportunities for Incentives Adelaide preferred operators. CIBTM 2013 In September 2013 the Bureau will be joining Tourism Australia and other destinations at China Incentive Business Travel and Meetings Exhibition in Beijing. Face to face meetings will take place with incentive organisers from across Asia, with Incentives Adelaide preferred operators promoted throughout. 8

9 Client testimonials The passion of the people, the best wine, the best food, the blue sky, the clean water, the beautiful beach; everything. Tony Chen Shanghai Airline Event Management Co, Ltd Tourism Australia China Familiarisation guest Team Adelaide have put on a program to remember; it really showcased an excellent money can t be bought experience. Penny Lion, Tourism Australia I haven t stopped talking about this experience. It was simply extraordinary to discover a destination (Eyre Peninsula) that still feels unspoilt but has the product and experience to match any of the well oiled destinations. I feel privileged to have been a part of Out of the Blue. Karmela Rapata The AOT Group (Incentives division) Out of the Blue Familiarisation Guest 9

10 Incentives Adelaide Program Benefits 2013/14 July June 2014 Existing Bureau Members (exc GST) $ New Participants (exc GST) $ Preferred Operators Benefits Through a dedicated sales team, your business will be promoted to international and domestic incentive travel buyers 1st preference for inclusion in Incentives Adelaide bids with relevance to your product 1st preference for inclusion in related familiarisations and site visits Preference for inclusion in related Bureau Influenced media editorial Advertisement on the new Bureau website Advice on the positioning and promotion of your business to the incentive market Access to destination incentives marketing tools and imagery Being a Preferred Operator of the Incentives Adelaide Program, your organisation is also entitled to Bureau Bronze membership inclusions (Value of $ exc GST). Business Leads Leads: Member Business Referrals Immediate Bidding Inclusion in Bureau Destination Bid Proposal Bid Progress Notifications (Driven by Member Bid Involvement) As appropriate (in line with clients requirements) Client Site Inspections & Familiarisations Opportunity to Showcase Product / Service in Client Site Inspections & Familiarisations As appropriate (in line with clients requirements) 10

11 Sales & Marketing Opportunities Opportunity to Exhibit at Destination SA Opportunity to Sponsor Destination SA Opportunity to Exhibit at Business Hours Opportunity to Provide Articles for the Bureau Newsletter (Bureau Business) New Member Profile in Bureau Newsletter and at Business Hour Advertising on Bureau Website Member Services Directory Category Listing (Available on Bureau Website) Complimentary Invitation to Bi-Monthly Business Hours (Networking Events) At Cost 2 Articles Dedicated Web Page + 30 Word Description + Contact Details 2 Categories 1 Ticket Other Benefits Access to Bureau Membership Database Password to Access Exclusive Members Area on Bureau Website Bureau Business Newsletter (Monthly Distribution) Bureau Annual Report Distribution Invitation to Bi-Monthly Training Workshops (Informative Training About Bureau Services) Bureau Logo provided in digital format for member website (Terms & Conditions Apply) At Cost 11

12 incentives adelaide Application Form Company Details Name of Company: Street Address: Postal Address: Postcode: Postcode: Company Website: Company Telephone: Company Primary Contact Person (Main contact for business proposal requests, leads, contact on website etc) Name of Primary Contact: Position: Please complete all required information Telephone: Mobile: Fax: Secondary Contact Person (receive general correspondence) Name of Secondary Contact: Position: Telephone: Mobile: Fax: Executive Contact Person Name of Executive Contact: Position: Telephone: Mobile: Fax: Category Listing To ensure your company is reflected correctly with the products and services offered, please choose the most appropriate Luxury hotels Hands on and team building Lodge accommodation and spa facilities Gala event venues Wine experiences Nature and wildlife experiences Luxury transport and airlines Sporting venue and golf courses Restaurants Other, specify: 12

13 Guest Capacities Minimum Number: Maximum Number: Seasonality Information For our records, please advise if there is any additional / helpful information regarding seasonality and its impact on rates and availability. Event Capacities (If applicable - some incentive groups may require function or event space) Room Name: No of Meeting Rooms Classroom Capacity Banquet Capacity Area (in square metres) Cocktail Capacity U-Shape Capacity Theatre Capacity Disabled Access Room Name: No of Meeting Rooms Classroom Capacity Banquet Capacity Area (in square metres) Cocktail Capacity U-Shape Capacity Theatre Capacity Disabled Access Room Name: No of Meeting Rooms Classroom Capacity Banquet Capacity Area (in square metres) Please complete if relevant to your business type Room Name: Accommodation Type (If applicable) Hotel Motel Cocktail Capacity No of Meeting Rooms Cocktail Capacity Self Contained Units Serviced Apartments Bed & Breakfast Guest House Caravan U-Shape Capacity Classroom Capacity U-Shape Capacity Total Number of Beds Single Rooms Double Rooms Twin Rooms Triple Rooms Theatre Capacity Banquet Capacity Theatre Capacity Total Number of Rooms Total Apartments - 1 Bedroom - 2 Bedroom - 3 Bedroom Disabled Access Area (in square metres) Disabled Access Suites Internet Access (In Room) Smoking Non-smoking Disabled Access Dining Type (If applicable) Modern Australian Native Australian Mediterranean Asian European Seafood Other 13 Capacity when people seated Capacity for cocktail Capacity for outside dining Disabled access Private function space available Max capacity of private function space

14 Business Description For the Adelaide Convention Bureau website and information we refer clients to, please provide a 30 word business description. Please note, it is very important the information provided identifies attractions or points of difference to incentive group decision makers. Please complete required information Membership Adelaide Convention Bureau and Incentives Adelaide Program Existing Bureau Members $ (exc of GST) New Participants $ (exc of GST) * Includes preferred operator benefits and entry level Bureau membership inclusions (Bronze) Application Checklist Please ensure all relevant sections are completed Send your organisations logo (high resolution) to lisa@adelaideconvention.com.au Include a copy of Business Registration Certificate and Public Liability Insurance Policy I have paid my membership fees by: EFT ANZ Account (please quote invoice number or membership name for reference purposes) Cheque Visa or Mastercard only Card No: Expiry Date: Card Holders Name: Card Holders Signature: Please send a tax invoice 14

15 Conditions of Membership I, the representative for the above mentioned organisation applying for membership of the Adelaide Convention Bureau, declare that: 1. The company will not enter in any business or activities which may bring the Adelaide Convention Bureau or the tourism and convention industry into disrepute. 2. Our organisation observes all Local, State and Federal Statutory obligations including licences and permits. 3. We acknowledge the Board of Directors of the Adelaide Convention Bureau reserves the right to decline any application for membership at its discretion and reserve the right to nominate the level of membership it deems appropriate for the type of business conducted by the applicant. 4. All benefits offered by the Adelaide Convention Bureau are non-transferable and the organisation will not utilise these benefits of this membership for third party marketing. 5. If requested at any stage, our organisation is able to provide a copy of the business registration certificate and current public liability insurance. PRIVACY - The Adelaide Convention Bureau respects your rights to privacy and complies with the Privacy Act The information being collected on this form will be used for the primary purpose of directing business opportunities to you. As such your contact information will be disclosed to the general public, potential clients and Bureau members. Should you have any questions regarding the Adelaide Convention Bureau Privacy Policy or wish to view any personal information held, please contact the Bureau on (08) Name: Signature: Position: Date: Complete this form and return to: Lisa Hodshon Acting Membership Manager Adelaide Convention Bureau GPO Box 351 Adelaide SA lisa@adelaideconvention.com.au Phone: (08) *We would prefer this form to be sent either via (scanned) or posted. The Adelaide Convention Bureau is supported by: 15