Bright Green Denmark Sydney and Melbourne, November 2011

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1 INVITATION Bright Green Denmark Sydney and Melbourne, November 2011 Official Danish Business Delegation to Australia Headed by Their Royal Highnesses the Crown Prince Couple of Denmark Join the Danish business delegation headed by HRH the Crown Prince and HRH the Crown Princess of Denmark to Australia from November During the visit, Their Royal Highnesses will participate in a series of business and cultural events with the purpose of promoting Denmark and Danish businesses in Australia. The promotional activities scheduled for the visit offer a unique opportunity for Danish companies within Smart Cities, Renewable Energy, Food and Food Technology to increase your profile with respect to both existing and potential partners in Australia.

2 THE BACKGROUND Although Australia and Denmark geographically are very far from each other, Australia offers excellent export opportunities for Danish companies across a series of sectors. The need to safeguard Australia s unique ecology and rich environmental diversity and at the same time cater for a growing and wealthier population has created a growing market for environmentally friendly, creative and intelligent solutions. This increasing demand for energy efficient and sustainable technologies offers many business opportunities for Danish companies specializing in these areas. AUSTRALIA Although only 0.5% of the world s population lives there, Australia is the world s 13 th largest economy, and the Australian economy is recovering significantly faster from the global financial crisis than most other Western economies. The economy is expected to grow by 2.5% in 2010 (3.1% in 2011 and 3.7% in 2012) largely driven by the resources sector and strong export of coal and iron ore to China, India and Japan in particular. The boom in this sector and its exports is expected to continue into the near future, which in turn affects the prospects of the rest of the Australian economy positively. In 2010, Danish exports to Australia reached DKK 4.8 billion, making Australia Denmark s 21 st largest export market. The steady increase in Danish exports is partly attributed to a greater demand for technologies enabling improved energy efficiency, less reliance on fossil fuels and better infrastructure solutions. There are strong indications that this demand will continue in the years to come mainly due to an urgent need to upgrade and improve vital infrastructure assets such as electricity generation and -grids, water mains and buildings. THE BUSINESS DELEGATION Through participation in the Danish business delegation to Australia, you are offered a rare opportunity to access business executives, high-level politicians as well as public officials and present your company as a valuable business partner to Australian counterparts, while gaining high visibility through focused media coverage. The business delegation is open to all Danish companies and institutions with an interest in Australia. A specific theme will focus on sustainability through dedicated seminars and other business events covering the following sectors: Smart Cities Renewable Energy Food & Food Technology To allow your company maximum flexibility, the programme offers a choice of optional elements, depending on your prior experience with the Australian market and the specific needs of your company. The Ministry of Foreign Affairs and the Ministry of Culture have asked the Danish Arts Agency to explore the possibilities of developing a new concept enabling synergy between the Arts and Business to increase the value of the business delegation. Overall design components and artistic experiences will support the headline Bright Green Denmark and companies will be offered to work with artists as an additional option presenting a special opportunity of branding. Cultural events in public spaces will also be used to increase media coverage of Bright Green Denmark and involve the community at large in sustainable thinking and reflection. The official Danish business delegation under the headline Bright Green Denmark is organised by the Confederation of Danish Industry, the Danish Agriculture & Food Council, the Royal Danish Embassy in Canberra and the Trade Council in Sydney in cooperation with Export Promotion Denmark. 2

3 THE CONCEPT Basic package Company presentation in the official catalogue and on a dedicated website introducing your company to an audience of 2,000 relevant Australian stakeholders. Targeted direct mailing of official catalogue with cover letter from the Royal Danish Embassy to potential Australian partners. Welcome briefing in Sydney and arrival briefing in Melbourne. Participation in Bright Green Denmark Conference in Sydney and Melbourne including: - Official openings followed by high-level speakers from Denmark and Australia. - Sector seminars or Product Displays. - Business lunches (prepared by a Danish chef) with participation of up to 5 guests per company per city (extra guests at an additional cost). - Business dinners (prepared by a Danish chef) with participation of up to 2 guests per company per city (extra guests at an additional cost). - Debriefing (Melbourne). Companies, whose products fall outside the sectors included in the sector seminars, may choose to have their products displayed in the official business lounge as part of the basic package instead of participating in the sector TENTATIVE PROGRAMME Saturday, 19 November Arrival in Sydney Sunday, 20 November Welcome briefing BBQ - Australian style (own expense, venue tbc) Bright Green Denmark Sydney Monday, 21 November Bright Green Denmark Conference (Hotel Sofitel Sydney Wentworth) Sector Seminars Business lunch (prepared by Danish chef) Bright Green Denmark Dinner (prepared by Danish chef) (Doltone House) Tuesday, 22 November Optional site visits, sector based meetings, own follow-up visits, etc. Departure for Melbourne Arrival briefing, Melbourne Informal dinner (own expense) Bright Green Denmark Melbourne Wednesday, 23 November Bright Green Denmark Conference (Hotel Sofitel Melbourne on Collins) Sector Seminars Business lunch (prepared by Danish chef) Bright Green Denmark Dinner (prepared by Danish chef) (Melbourne Harbour Shed) Thursday, 24 November Optional site visits, sector based meetings, own follow-up visits, etc. Debriefing 3

4 seminars/activities. Companies wishing to include both of these elements in their visit may purchase the product display package at an additional cost. Guaranteed Company Exposure To ensure that participating companies receive the greatest possible exposure to the Australian business community, the Royal Danish Embassy in Canberra and the Trade Council in Sydney will send out invitations to potential Australian participants as well as promote the event to other relevant stakeholders in cooperation with local Australian partners. Each invited Australian guest will receive an invitation package containing an invitation letter and the company presentation brochure introducing all the participating companies and organizations. The invited Australian participants will consist of persons targeted according to your request within the following categories: Your company s own contacts Relevant local agents and company representatives Authorities from selected organizations Media Knowledge-based institutions Business Lunch and Dinner Included in the basic package are 5 seats for each of the two business lunches (Monday and Wednesday) and 2 seats for each of the two business dinners (Monday and Wednesday). This offers you a great opportunity to strengthen your existing Australian contacts and/or invite potential future customers or business partners. Companies wishing to invite more contacts can purchase extra guest seats at an additional cost (see website for details). Sector Seminars/Activities The sector seminars will give all Danish companies in the same sector the opportunity to meet and promote themselves to relevant local players. Topics of common professional interest will be selected and high level Australian and Danish speakers will give presentations which in the best possible way cover the interest of your company. The programme for the sector seminars will be based on the profile, compositions and wishes of the participants. The sector activities within Food will be based on match making with new and existing customers. Product presentations will be prepared by a Danish well-known chef. ADDITIONAL INDIVIDUAL OPTIONS Individual Company Seminars/ Presentations Within the common framework, you may wish to hold your own individual company seminar. Here, you will be able to create your own programme and focus. Individual seminars typically run for one hour and all companies are welcome regardless of sector as individual programmes can be set up. Pre-arranged B2B Contact Meetings B2B contact meetings between your company and potential Australian partners can be arranged as a tailored part of your programme. If you decide to include B2B meetings as part of your visit to Australia, you will be contacted directly by the Royal Danish Embassy in Canberra or the Trade Council in Sydney to discuss the desired content and extent of the meetings. Product Display at the Conference A business lounge with a Danish decor will be set up at the conference facilities in Sydney and Melbourne and will serve as an informal meeting place. Here, it will be possible for small groups to meet and share the facilities during short meetings. Your company may have a small display of your products in the business lounge. Two company banners will be supplied as a background for this. If you wish to have a product display, please indicate this on your registration form and you will be contacted 4

5 directly for further details. Sector Specific Site Tours Sector specific site tours to relevant companies, government and international organizations can be arranged with the aim of giving the participating companies an overview of their sector of interest in Australia and provide an opportunity to gain valuable insight in the Australian market. REGISTRATION Please register here and complete the online registration form no later than 1 June FLIGHT & ACCOMODATION The travel agency BCD, Groups, Meetings & Events, has booked flight seats with Thai Airways and has also reserved hotel rooms for the delegation in advance. When you have registered for the event, you will receive an order form for booking flights and accommodation. FEES Price for Participation (The prices are contingent on a minimum of 36 participating companies and a subsidy from the Danish Trade Council) Basic package (compulsory): Price per company DKK 29,850 If your company wish to participate with more than two persons, an additional amount of DKK 4,450 will be charged per each additional person. Additional packages such as individual seminars, pre-arranged B2Bmeetings, site visits and product displays (for those companies participating in the sector seminars as part of the basic package) etc. can be purchased at an additional cost: Individual sector seminars: Price per seminar (covers 1 sector in 1 city) DKK 8,860 Sector Activity - Food: Price per company for both destinations DKK 4,925 Pre-arranged B2B contact meetings: 4 meetings in total DKK 3,500 Sector specific site tours Price per company per site visit DKK 3,750 Product display in business lounge: Price for both destinations DKK 3,600 Additional seats at business lunches: Price per guest per lunch (max 5 additional guests per company) DKK 450 Additional seats at business dinners: Price per guest per dinner (max 8 additional guests per company) DKK 835 For registration please visit: 5

6 FOR FURTHER INFORMATION, PLEASE CONTACT: Confederation of Danish Industry 20 Sundkrogskaj DK-2100 Copenhagen Tel.: Marit Hvithamar Danish Agriculture & Food Council Axelborg, 3 Axeltorv DK-1609 Copenhagen V Tel.: Mette Gammicchia Royal Danish Embassy 15 Hunter Street Yarralumla Canberra ACT 2600 Tel.: Kjeld Frandsen Trade Council of Denmark Level 21, Gold Fields House, 1 Alfred Street Sydney NSW 2000 Tel.: Michael T. Hansen Export Promotion Denmark 83 Vester Voldgade, 2 nd floor DK-1552 Copenhagen V Tel.: Louise Jørgensen Foreningen af Rådgivende Ingeniører FRI

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