51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12Session sponsored by:

Conference marketing to a global audience

Tuesday, 23 October 2012

International Congress and Convention Association.

Twitter: #ICCA12

• Markets: globalisation• Economics: shifting power, mobility of capital• Demographics: growing middle class in

China / India• Technology: faster, smarter, individualising

transactions• Socio-graphics: ME-NOW / FUBU

generations, mobility of people• Global cities Vs emerging cities

Changing environment

International Congress and Convention Association.

Twitter: #ICCA12

• 184,200 convention or conference arrivals during year ended 31 August 2012 (+11 YOY)

• Year on year, overall business arrivals +3% to 882, 000

• NSW attracts 48% of these arrivals, Sydney alone secures over 400, 000

• During August: 19,200 convention or conference arrivals, +24% year on year

Australia’s business event delegate

International Congress and Convention Association.

Twitter: #ICCA12

Main Australian markets

International Congress and Convention Association.

Twitter: #ICCA12

• Some things we know about delegates coming to Australia

• Approx 50% are frequent flyer members• Internet 2nd most popular method of flight

purchase• High level of information seeking prior to

travel (websites top the list)• Word of mouth advice also strong• Accommodation: international over 30% book

online

Changing consumer behaviour

International Congress and Convention Association.

Twitter: #ICCA12

Technology’s impact on bookingsRegion of residence

Online airline bookings

Online accomm bookings

Africa 14% 27%

North America 54% 35%

Asia 26% 33%

Western Europe 37% 39%

Eastern Europe 27% 31%

Japan 30% 37%

Middle East 26% 47%

South America 20% 32%

South Pacific 54% 32%

UK and Ireland 61% 36%

International Congress and Convention Association.

Twitter: #ICCA12

• Int’l delegates stay approx 7.2 nights• Nearly 2/3 overseas delegates return

within 5 years for holiday, 1/3 will return for another conference

• 68% travel alone…however…delegates from China more likely to bring others (average travelling party 4.9)

• Over 40% delegates intended on visiting Australia beyond Sydney

Conferencing is just part of it…

International Congress and Convention Association.

Twitter: #ICCA12

• Unique, aspirational• Iconic Sydney (Opera House, Harbour

Bridge)• Brand – sense of identity, developed over

time and presented consistently across touch points, is critical to brand success

• Beauty and brains: leading researchers, business hub, more Nobel Laureates per capita than any other country

Australia – attracting global delegates

International Congress and Convention Association.

Twitter: #ICCA12

• Global influence of 66 cities measured across – business activity– human capital– information exchange– cultural experience– political engagement

• New York, London, Paris, Tokyo, Hong Kong, Los Angeles, Chicago, Seoul, Brussels, Washington DC, Singapore, Sydney, Vienna, Beijing, Boston

Global cities – what success looks like

International Congress and Convention Association.

Twitter: #ICCA12

• Traditional delegate boosting– Pre-announcement flyer– Promotion at preceding conference– Social media– Targeted marketing

What delegate boosting’s about

International Congress and Convention Association.

Twitter: #ICCA12

• Value adding for the delegate– Partner with retail/airport stakeholders to add value– Whole-of-city approach– Welcoming city (understand cultural differences)– Leverage concurrent events and activities (i.e VIVID

Sydney)• Profile the opportunity and remove barriers• iGeneration: show that you respect and

understand the individual

What else attracts people?

International Congress and Convention Association.

Twitter: #ICCA12

• Think globally – communicate locally– Emerging middle class in China and India. To

tap into these markets must localise message– Adapt to rapid change

• Act responsibly: CSR, sustainability

• Plan for the future: Legacy

Global markets have different needs

International Congress and Convention Association.

Twitter: #ICCA12

Tourism Australia video

51st ICCA Congress

International Congress and Convention Association.

Twitter: #ICCA12Session sponsored by:

Thank you!