Tourism NSW ATEz Industry Briefing

23rd September 2010

Host State, Events, Diary Dates,
NSW Footprint, Familiarisation
Program z
Louise McAlpine
Trade Services
Tourism NSW
Tourism NSW Host State Responsibilities

• Familiarisation Program for Registered Buyers (500+)

• Signage and promotional elements – city, hotels, etc
• Delegate Welcome Kit (inc maps, dining guides, etc)
• Tourism NSW Footprint
• Tourism NSW Stand
• Event Program
 Tourism NSW Events
• Major event – Eastern Farewell/Western Welcome at
Cockatoo Island
• Evening function for Eastern buyers and NSW sellers –
Exclusive dining and shopping at Westfield Sydney
• Evening function for Western buyers and NSW sellers –
Dockside Group
• Two Tourism NSW hosted lunches
East, Mon 04 April West Wed 06 April
• Three Tourism NSW networking events at the Tourism
NSW stand Sat, Tue, Wed
Tourism NSW Function Diary Dates

Sat 02 April Happy Hour on booth

Sun 03 April Eastern Buyer Function
Mon 04 April Tourism NSW Eastern Lunch
Mon 04 April Farewell/Welcome Function
Tues 05 April Happy Hour on booth
Wed 06 April Happy Hour on booth
Wed 06 April Tourism NSW Western Lunch
Thu 07 April Western Buyer Function
 Partners to Date
Qantas
• Key partner for ATE with Tourism Australia and Tourism
NSW
• Longstanding partnership with Tourism NSW
• Contributing to the two Tourism NSW exclusive buyer
functions
• Assistance with flights to regional NSW for familiarisation
program
 Partners to Date

• Sydney Hotels - buyer accommodation for event and

famil program

• Products, attractions and services throughout NSW

• Opportunity to be involved in the Tourism NSW

hospitality program. Deadline 29 Oct, 2010
ATE11Sydney@tourism.nsw.gov.au
 Tourism NSW Stand
Tourism NSW main stand area – larger than previous years.
Networking, hospitality, media appointments. Prime location at entry
 NSW Area

• Unified look and feel for NSW area based on feedback

from the last two years

• Tourism NSW investing to provide a consistent footprint

across Sydney and NSW

• Maintain a clear representation Sydney and NSW

NSW Area
NSW Area
NSW Area
 NSW Area

• Operator to provide image & logo by 30 November 2010

• Only cost to operator is furniture package and audio

visual equipment if required
 NSW Footprint
Cost for furniture package
a) $600 = 4 x café chairs, 1 x café table, 1 x locking cabinet, 1 x
4amp GPO (with 4 outlet board), 2 x wall lights, 1 x brochure
holder
b) $850 = 2 x couches, 1 x coffee table, 1 x locking cabinet, 1 x
4amp GPO (with 4 outlet board), 2 x wall lights, 1 x brochure
holder
c) 42” plasma + DVD player kit - $1,200 ex GST
(10amp GPO if plasma)

Tourism NSW to invoice operators in mid-November

 Trade Familiarisation Program
Overview:
• Expect approx 500 pax
• Excellent response from industry for famil program
• Set departures pre and post both East and West
modules
• Fully escorted by Tourism NSW representative
• Participation welcomed by local/regional reps
• Itineraries currently being finalised
• Small groups 8 – 12 pax
 Trade Famil Activities to date
• EOI sent to regions 13 July and Sydney product
14 July. EOI closed end July
• Responses reviewed, formatted and additional
elements added as required
• Itineraries sent to regions for review/feedback
• Sydney itineraries being developed and finalised
• Late Expressions of Interest – COB 30 Sept
ATE11sydney@tourism.nsw.gov.au
 Next Steps for Trade Famils
• Buyer applications open 12 Oct
• Itineraries available on Tourism NSW Corporate
Website with link from Tourism Australia
www.tourism.nsw.gov.au/ATE2011
• Buyers able to preference 1st – 3rd choice
• Tourism NSW confirm Buyer registration with TA
• Buyers only program (no partners)
• Your market preferences as advised will be matched
with buyer preference
• Product advised of successful applicants for review
 Key Trade Famil Dates
• 30 Sep Deadline for late famil EOI
• 12 Oct Buyer Applications Open
• 07 Dec Buyer Applications Close
• 10 Dec Famil Applications Closed
• 21 Dec Last list of registered buyers received
• 31 Jan Industry advised of all famil participants
• 04 Feb Famil participants confirmed with industry
• 11 Feb Final confirmation to buyers

Late registrations for buyers subject to availability

 Fitness and Fun Program
• New initiative by Tourism NSW to promote fun and
fitness!
• Page on Tourism NSW Corporate website to promote
options according to industry interest level
• Must be outside ATE official program times
• Operators to coordinate and host all aspects including
transfers, activity, timing etc
• 30 Sep deadline for inclusion on Tourism NSW
Corporate website
 Communication
• ATE11SYDNEY@tourism.nsw.gov.au

• Corporate Website www.tourism.nsw.gov.au/ATE2011

• Resources to be added to the Corporate website include:

ƒ ATE11 Special Series on International Market Segments
ƒ Famil updates
ƒ Industry presentations

• Updates will be included in our weekly Insights newsletter. To subscribe

free of charge go to www.tourism.nsw.gov.au/insights
 Key Trade Contacts

•Louise McAlpine - 9931 1541

•Lidia Marcelino - 9931 1520

ATE results, who’s coming,
what’s new
Matt Cameron-Smith
z
General Manager, Trade Marketing
Tourism Australia
 Is ATE working?
100% overall satisfaction for buyers (satisfied, very satisfied, extremely satisfied).
Eastern buyers were far more satisfied with the event in 2010 than in 2009.

95% overall satisfaction for sellers. Western module sellers satisfaction dropped slightly
in 2010, whilst Eastern module sellers rose in 2010.

80% of buyers state they will write more business as a result of attending ATE 2010. This
is up from 2009; however writing new business is still lower in motivation than features
such as; strengthening existing business relationships (93%), updating information on
existing products (94%) and meeting new contacts (89%).

72% of buyers attending ATE 2010 wrote more business for Australia as a result of
attending ATE 2009.
 Who is coming?

• 500+ buyers from 60 countries

• Luxury, youth and cruise

• Domestic buyers

• Business events
 What’s new for Sydney 2011

Business Counters

Appointment Schedule Allocations

Segment Based Buyer Program Expansion 

Changes to free appointments (post lunch)
Media Program and Opportunities
z
Elissa Tyrrell
Destination Publicity and Promotions
Tourism NSW
 ATE11 Media Program

• Media participants
• Media familiarisation program
• Media collateral
• Press centre
 Media Participants
• Expect approx 40 international trade media
– 15 East, 25 West
• Domestic media participants
– trade, consumer and Foreign Correspondents
• Media have an allocated appointment schedule with ATE
sellers and a full hospitality program including
– Media welcome dinner for each module
– Two morning teas on the Tourism NSW stand
 Media Familiarisation
Program
Overview:
• Set departures pre both East and West modules
• East: 29 Mar – 1 Apr, West: 31 Mar – 3 Apr
• International trade media participants only
• Fully escorted by a Tourism NSW and RTO
representative
• Tourism NSW will cover costs for media to get to the
region. All on-ground costs RTO responsibility
 Media Familiarisation
Activities to Date
• EOI distributed on Monday 20 September to all RTOs
• EOI closes on 28 September
• Responses reviewed, formatted and additional elements
added as required
• Itineraries approved by Tourism Australia and Tourism
NSW
 Next Steps
• Media applications open October 15, close December 10
• Itineraries available on Tourism NSW Corporate Website
from October 15 with link from Tourism Australia
www.tourism.nsw.gov.au/ATE2011
• Media able to preference their choice
• Tourism NSW confirm media registration with Tourism
Australia
• Media only program (no partners)
• Tourism NSW to advise media participant numbers
 Key Media Familiarisation Dates

• 28 Sep Media pre touring EOI closes

• 15 Oct Media Famil Applications Open
• 10 Dec Media Famil Applications Closed
• 31 Jan RTOs advised of all media famil
participants
• 29 March East media pre touring famils commence (to
1 April)
• 31 March West media pre touring famils commence (to
3 April)
 Media Kit
• Tourism NSW will produce an ATE11 media kit
containing a number of destination backgrounders
• The kit will be hosted on the Tourism NSW Corporate
site and available on the Travmedia virtual ATE press
room
• A mini collection of relevant images will be available on
the Tourism NSW image library. Content will reflect the
media kit
• We will seek story line contributions in the coming
months particularly for new product
 ATE11 Media Centre
• Tourism Australia host a virtual media centre through
Travmedia. Registered ATE sellers are able to upload a
single press release and appropriate image. Please take
advantage of this as there are no pigeon holes and
operators are not allowed in the media centre.
• Tourism NSW has a full media interview schedule on the
Tourism NSW stand
• ATE Daily is the event daily newspaper. Please keep
Tourism NSW apprised of photo/story/interview
opportunities at your stand during ATE
 Media Communication
• sydneymedia@tourism.nsw.gov.au

• Corporate Website www.tourism.nsw.gov.au/ATE2011

• Media Resources to be added to the Corporate website include:

ƒ ATE11 Media Kit
ƒ Media Famil updates
 Key contacts
•Louise McAlpine 9931 1541
•Lidia Marcelino 9931 1520
•Diane Glasson 9931 1475

Recruitment in final stages for three additional team

members