Program UPdate & Preferred oPerator Benefits gUide 2013/14 · Program UPdate & Preferred oPerator...

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Program UPdate & Preferred oPerator Benefits gUide 2013/14


Program UPdateDuring 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 2008.

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 long-term 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


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.

Preferred oPerators

• 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

‘oUt of the BlUe’ familiarisation

toUrism aUstralia China familiarisation toUrism aUstralia China familiarisation


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

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

• PAICEAuckland: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.

• AIMEMelbourne: 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.

• TourismAustralia‘SouthEastAsia’Roadshow:Co-ordinated by Tourism Australia, this initiative included face to face meetings with incentive buyers and agents from across the region.

‘oUt of the BlUe’ familiarisation

toUrism aUstralia China familiarisation

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.

• DestinationSA: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.

• TourismAustraliaChinaFamiliarisation: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. CLICKHERE to view a video highlighting this initiative.

• DomesticIncentiveAgents‘OutoftheBlue’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. CLICKHERE for further detail on this initiative.

http://www.youtube.com/watch?v=BikvxwWAECo

http://www.youtube.com/watch?v=BikvxwWAECo

http://www.mixmeetings.com/bulletin/fishing-at-port-lincoln


in market sales Calls

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;

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

• International: New Zealand, Singapore, Malaysia, Indonesia, Europe.

‘Only in Adelaide’ experiences – 10 of the best!

2. 100 Year Old Fortified WinesSeppeltsfield 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

year of their birth – a symbolic and unique

experience only available in South Australia.

Price Guide: from $75 per person

3. Private Quad Bike Adventure on Kangaroo IslandGet your adrenalin pumping and quad

bike through 500 acres of otherwise

inaccessible, open grassland and pristine

native bush. Accompanied by a professional

guide, you will get up close to an

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.


4. Cage Dive with Great White SharksPort 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

spectacular scenery, dolphins and seabirds

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.


1. Barossa Wine BlendingChateau Tanunda is Australia’s largest

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

about Chateau Tanunda’s award winning

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.


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 www.incentivesadelaide.com.au.

As a taste, here are 10 of the very best experiences available to you ... all of which are specific to Adelaide, South Australia.

7

Click on link for Realview version

marketing Channels

The Incentives Adelaide program and its preferred operator group was strongly profiled through key marketing collateral and channels as follows;

• BureauwebsiteanddedicatedIncentivesAdelaidepages:Showcase of preferred operators, media, sample itineraries and more, with site featuring a Chinese translation.

• AdelaidePlannersGuide: 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.

• IncentivesAdelaideBrochure: An overview of the Incentives Adelaide program communicated to incentive travel clients and prospects across all markets.

• IncentivesAdelaideNewsletter: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

incentives adelaide BroChUre incentives adelaide newsletter


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

leigh street dinner - toUrism aUstralia China familiarisation


mixasia magazine (asia)meetingnewz and travelinC advertisements (new zealand)

miCe China (china)

conferences and incentives!

For creative ideas and ‘Only in Adelaide’ experiences

visit the destination website:

www.adelaideconvention.com.au

media CoverageThe 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.


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.

Preferred oPerator Benefitsdreamtime 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.

toUrism aUstralia China familiarisation

swim with the sealions - eyre PeninsUla ‘oUt of the BlUe’ familiarisation


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

Client testimonials

“

“

team adelaide have PUt on a Program to rememBer; it really showCased an exCellent ‘money Can’t Be BoUght’ exPerienCe. Penny lion, toUrism aUstralia

“ ““ “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, ltdtoUrism aUstralia china familiarisation gUest


JUly 2013 - JUne 2014

ExistingBureauMembers(excGST) $300.00

NewParticipants(excGST) $550.00

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

BeingaPreferredOperatoroftheIncentivesAdelaideProgram,yourorganisationisalsoentitledtoBureauBronzemembershipinclusions(Valueof$630.00excGST).

BUsiness leads

Leads: Member Business Referrals Immediate

Bidding

Inclusion in Bureau Destination Bid ProposalAs appropriate

(in line with clients requirements)

Bid Progress Notifications (Driven by Member Bid Involvement)

client site insPections & familiarisations

Opportunity to Showcase Product / Service in Client Site Inspections & Familiarisations

As appropriate

(in line with clients requirements)

incentives adelaide Program Benefits 2013/14


sales & marketing oPPortUnities

Opportunity to Exhibit at Destination SA At Cost

Opportunity to Sponsor Destination SA

Opportunity to Exhibit at Business Hours

Opportunity to Provide Articles for the Bureau Newsletter (Bureau Business) 2 Articles

New Member Profile in Bureau Newsletter and at Business Hour

Advertising on Bureau Website Dedicated Web Page + 30 Word Description + Contact Details

Member Services Directory Category Listing (Available on Bureau Website) 2 Categories

Complimentary Invitation to Bi-Monthly Business Hours (Networking Events) 1 Ticket

other Benefits

Access to Bureau Membership Database At Cost

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)


incentives adelaideaPPliCation form

Name of Company:

Street Address: Postcode:

Postal Address: Postcode:

Company Website: Company Telephone:

Company Email:

Primary ContaCt Person (main contact for BUsiness ProPosal reqUests, leads, contact on weBsite etc)Name of Primary Contact:

Position: Email:

Telephone: Mobile: Fax:

seCondary ContaCt Person (receive general corresPondence)

Name of Secondary Contact:

Position: Email:


Name of Executive Contact:

Position: Email:


exeCUtive ContaCt Person

Category listing

To ensure your company is reflected correctly with the products and services offered, please choose the most appropriate

Luxury hotels

Lodge accommodation and spa facilities

Gala event venues

Wine experiences

Nature and wildlife experiences

Hands on and team building

Luxury transport and airlines

Sporting venue and golf courses

Restaurants

Other, specify:

Plea

se c

ompl

ete

all r

equi

red

info

rmat

ion

ComPany details


gUest CaPaCities

Minimum Number: Maximum Number:

aCCommodation tyPe (if aPPlicaBle)

For our records, please advise if there is any additional / helpful information regarding seasonality and its impact on rates and availability.

Hotel

Motel

Self Contained Units

Serviced Apartments

Bed & Breakfast

Guest House

Caravan

seasonality information

No of Meeting Rooms Classroom Capacity

Cocktail Capacity U-Shape Capacity

Banquet Capacity Area (in square metres)

Theatre Capacity Disabled Access

Room Name:





Room Name:

Room Name:

Room Name:









event CaPaCities (if aPPlicaBle - some incentive groUPs may reqUire fUnction or event sPace)

Modern Australian

Native Australian

Mediterranean

Asian

European

Seafood

Other

Plea

se c

ompl

ete

if re

leva

nt to

you

r bus

ines

s ty

pe

Total Number of Beds

Single Rooms

Double Rooms

Twin Rooms

Triple Rooms

Suites

Internet Access (In Room)

Smoking

Non-smoking

Disabled Access

Total Number of Rooms

Total Apartments

- 1 Bedroom

- 2 Bedroom

- 3 Bedroom

dining tyPe (if aPPlicaBle)

Capacity when people seated

Capacity for cocktail

Capacity for outside dining

Disabled access

Private function space available

Max capacity of private function space


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.

Existing Bureau Members $300.00 (exc of GST)

New Participants $550.00 (exc of GST)

* Includes preferred operator benefits and entry level Bureau membership inclusions (Bronze)

memBershiP adelaide convention BUreaU and incentives adelaide Program

aPPliCation CheCklist

Please ensure all relevant sections are completed

Send your organisations logo (high resolution) to [email protected]

Include a copy of Business Registration Certificate and Public Liability Insurance Policy

I have paid my membership fees by:

EFT ANZ 015-010 Account 6051-02456 (please quote invoice number or membership name for reference purposes)

Cheque

Visa or Mastercard only

Please send a tax invoice

Card No: Expiry Date:

Card Holders Name:

Card Holders Signature:

Plea

se c

ompl

ete

requ

ired

info

rmat

ion


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 1988. 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) 8237 0100.

Conditions of memBershiP

Name: Position:

Signature: Date:

ComPlete this form and retUrn to:

Lisa Hodshon Acting Membership ManagerAdelaide Convention BureauGPO Box 351Adelaide SA 5001

Email: [email protected]: (08) 8237 0100*We would prefer this form to be sent either via email (scanned) or posted.

the adelaide convention BUreaU is sUPPorted By:

Program UPdate & Preferred oPerator Benefits gUide 2013/14 · Program UPdate & Preferred oPerator...

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