1 www.adelaideconvention.com.au
Program UPdate & Preferred oPerator Benefits gUide 2013/14
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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
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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
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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.
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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.
Price Guide: from $229 per person
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.
Price Guide: from $495 per person
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.
Price Guide: from $40 per person
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.
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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
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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
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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.
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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
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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
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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
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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
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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)
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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:
Telephone: Mobile: Fax:
Name of Executive Contact:
Position: Email:
Telephone: Mobile: Fax:
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
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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:
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:
No of Meeting Rooms Classroom Capacity
Cocktail Capacity U-Shape Capacity
Banquet Capacity Area (in square metres)
Theatre Capacity Disabled Access
No of Meeting Rooms Classroom Capacity
Cocktail Capacity U-Shape Capacity
Banquet Capacity Area (in square metres)
Theatre Capacity Disabled Access
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
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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
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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: