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IFEA World Festival And Event City Award : IFEA World Festival And Event City Award
5.1 PROmOTINg TOuRISm Events messaging has proven pivotal on converting visitation intention into conversion. The success of events in generating media attention and encouraging visitation has resulted in events becoming a top 3 pillar of the State’s tourism strategy. Major festival periods are promoted through specific event related campaigns and digital tool kits and customised EDMs/ information fact sheets are created and translated into local languages for the specific target markets in China, South Korea and Japan.. In October 2010 the NSW Government allocated significant funding to deliver a dedicated, events-led marketing campaign. This funding and subsequent campaign, under the banner of “It’s ON! In Sydney”, provided the capacity to leverage further value from the existing events calendar by opening it up to a wider cross section of the community. The bold and vibrant campaign promoted the 80 plus events featured in the 2011 NSW Events Calendar and was rollout across television, print, radio and digital media channels targeting audiences in Sydney and NSW, interstate in Brisbane and Melbourne and internationally in New Zealand. This integrated campaign included the development of nine television commercials, over 100 print insertions, close to 20 radio scripts in addition to high profile outdoor and digital media placements and associated website and PR activity. Key goals of the campaign were to: Key results included: • Over 101,000 interstate / overseas visitors to NSW primarily to attend selected NSW Events Calendar events during the period • Over $70m in direct spend / economic benefit arising from interstate and overseas visitors attending NSW Events Calendar events during the period • Estimated $12.9m in extra ticket revenue to event proponents • Over 280,000 extra attendees across all key events (free and ticketed) • Over 700,000 NSW residents spoke to ex-NSW friends and relatives about an event(s) to create advocacy • Approx. 1.9m NSW residents and 1.5m ex-NSW residents are more aware of the range of events on the calendar • Shift the perception of Sydney “always having something on” in NSW secured a +13.0% points rise and ex-NSW by a +5.9% points rise • Ten-fold increase in unique visitors per week to eventssydney.com during the campaign period. 1. Increase awareness of the Sydney and NSW Events Calendar and extent of events on offer 2. Create advocacy and word of mouth, particularly from residents to interstate and overseas friends and relatives 3. Increase event ticket sales and attendance 4. Increase traffic to the eventssydney.com and event proponent websites 5. Shift in perception of Sydney (and NSW where relevant) in terms of it being a place where “there’s always something happening”. Image: Legally Blonde – The Musical, original London cast; Ellie Kurttz Images left to right: Dextro Energy 2011 Sydney ITU World Championship Series credit: Barry Alsop Wide Eyes Open Images; Sydney Mardi Gras credit: Hamilton Lund for Sydney, major festivals and events constitute a key component of the tourism brand as they present compelling and new ways to experience Sydney. 78 | IFEA WORLD FESTIVAL AND EVENT CITY AWARD |79