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Presentation held at the 51st ICCA Congress which took place in San Juan, Puerto Rico from 20 - 24 October 2012. For more information on ICCA please visit www.iccaworld.com.
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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!