NATURALLY BEYOND CONVENTION. International Business Events

Transcription

1 NATURALLY BEYOND CONVENTION International Business Events

2 Your presenters

3 Agenda TNZ Strategy Overview Current Activities & Performance Looking ahead FY15 and beyond

4 What are Business Events (MICE)? Meetings Corporate Market e.g. Microsoft sales meeting Incentives Corporate Market e.g. Top Sellers Bayer Medical Conferences Association & Societies e.g International Federation of Surveyors (FIG) Working Week Exhibitions Mixed e.g. Frankfurt Book Fair

5 TNZ and Business Events High Value Visitors high spend per visitor support arrivals in shoulder/low season regional spread to all of New Zealand generate additional benefits such as international connections for NZ businesses and knowledge transfer Asset base to grow substantially Auckland, Christchurch and Queenstown a step-change in New Zealand s ability to attract larger scale IBE s Long lead in times require promotion of New Zealand as a compelling BE destination.

6 International focused growth package Tourism $34m extra over four years for Business Events Focus Growing emerging markets More International Business Events Attracting very high value visitors Lifting tourism yield from core markets

7 TNZ s Business Events Strategy Position New Zealand as a Business Events Destination Prospect for international conference and incentive business Assist to convert bids via Bid Support Increase value via Post Win Marketing

8 TNZ Business Events Role Positioning Prospecting Digital: SEO/SEM, Marketing, Social Media, Online Advertising Traditional: Database Mining, Telemarketing, Print Media Sales Calls, Events Famils TNZ Industry Qualifying Sales Calls, Events Famils Customer Management Business Development Industry TNZ Conversion Proposal / Bid Preparation Bid Support Negotiation Closing / Transaction Industry TNZ support

9 Target segments Business Events Segment 1 International Association Conferences Segment 2 Australia, China and the USA Corporate Incentives & Major Conferences Emerging Markets: South East Asia, India Incentives

10 BEYOND THE PROMISE Current Activities & Performance

11 Business Events - New Zealand Auckland Wellington Business Events Manager Bjoern Spreitzer Bid Manager Michael Stokoe Leonie Ashford Bid Executive Gemma Wood Jean Hendry Marketing Manager Marketing Executive Anna Fennessy Anna Ward

12 Business Events - Offshore Business Events Manager Business Events Consultant North America Steven Dixon Alexa Bennett China Helen Zhang Leslie Chen Shao Jie South Asia & India Cristina McLauchlan Part of Trade Roles Australia Helen Bambry (Associations & Major Conferences) -

13 Knowledge areas 100% Pure New Zealand Naturally Beyond Convention Marine Aviation Agribusiness Health Science High Value Foods Earth Science Other Potential Sectors (TBC): Tourism, Indigenous Culture, Creative/Digital, Biosecurity/Conservation

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15 Marketing Business Events Naturally Beyond Convention A huge range of accessible and diverse experiences provide a great place to do business and a naturally impressive experience that your clients will never forget.

16 International Campaigns

17 Global Association Campaign

18 CAP Campaign

19 Business Events website

20 LinkedIn

21 LinkedIn

22 Tradeshows

23 B2B activity in key markets NZ presence at global BE Tradeshows - IMEX Frankfurt & Las Vegas - CIBTM Beijing and IT&CM Shanghai - AIME Melbourne - MILT Mumbai - IT & CMA Bangkok Other key events - TNZ China Road show (April 14) - IMEX Frankfurt Association Event (May 14) - ICCA Congress (Nov 14) - ICCA New Zealand Workshop (Dec 14) Partnerships Maritz Preferred Destination 2013 China Partnerships Development of core PCO Partnerships Famil Progamme 80 decision makers on TNZ famil 30 international buyers at MEETINGs Media Programme 10 BE media

24 BY THE NUMBERS Business Events Performance FY14

25 Current visitor arrivals Overall arrivals + 7.6% Holiday arrivals % Conference arrivals + 7.9%* *Annual average growth rate last 10 years +4.6% *Source: Statistics New Zealand; International Travel and Migration Statistics YE January 2014

26 Performance FY14 28 bids supported (Annual KPI: 35) Conversion: 75% (Annual KPI: 66%) Value of bids supported: $55m NZD (Annual KPI: $84.5m) 6 conference bids won : value $10.5m 66 incentive bids supported (Annual KPI: 110) Value of incentives converted: 15.3m NZD (Annual KPI: Benchmark)

27 BEYOND TODAY Outlook and plans for FY15

28 Conference environment FY15 Growth Region VS Growing Competition More meetings in Asia/Pacific, but more venues NZ Value VS Cost Drivers NZ product competitive, but exchange rate will challenge Strong Champions VS Weakening Associations Great NZ conference hosts, but struggling NZ associations

29 Incentive environment FY15 Recovering Economies VS Australia Corporate budget in key markets will grow, except in Australia Trend Destination VS Capacity Constraints New Zealand is hot, but large group movements challenging Uncomplicated NZ VS Increased Compliance International requirements challenge uncomplicated NZ NZ Product Offering VS Product Perception Trend to experiential incentives, but NZ not perceived as 5*

30 Key activity to deliver Position New Zealand as a compelling Business Events Destinations Continue Business Events Campaigns in all key markets Expand Global Association Campaign Refine incentive campaigns & assets for Asia Grow International Media and & famil programme Generate Business Events Prospects Increase research Activity (e.g. ICCA) Use digital platforms for lead generation (e.g. LinkedIn, TNZ website) Develop partner management (e.g. Ambassador Programme, Joint Ventures) Continue business development activity (e.g. sales calls, trade shows) Support Conference and Incentive bids to convert with industry Build suite of pitching assets for incentives, particularly Asia (e.g. value adds) Continue Conference Assistance Programme Maximize Delegate Numbers through Post-Win Marketing Develop strategies and tools for delegate marketing

31 BE PART OF THE TEAM Business Events Partnership Opportunities

32 Ways to connect Contact the team businessevents.newzealand.com/en/helpand-support/contact-us/ Upcoming Events tourismnewzealand.com/upcomingevents/upcoming-events/ LinkedIn Tourism New Zealand

33 Contact Us