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IFEA World Festival And Event City Award : IFEA World Festival And Event City Award
5.3 FAmILIARISATION TOuRS Once a relationship has been formed with a client a familiarisation program is offered to more specifically match products with clients in Sydney. An Indian familiarisation program was conducted in June 2011 around the Vivid Sydney festival as part of the NSW Events Calendar. The tour includes 8 corporate clients, 1 travel agent and 1 media representative. the promotion of events to international media. Since its announcement in September 2010, Oprah’s visit to Australia has generated more 86,000 media articles across the world, with an estimated equivalent advertising value (EAV) of $368 million. The inaugural Breakfast on the Bridge captured international headlines across Australia and the globe. Images of the event were seen by more than 100 million people across key tourism and trade markets – including over 721 broadcast items and 194 press articles. 5.4 OuT-OF-mARkET mEDIA COVERAgE Major events in Sydney generate extensive out-of-market media coverage across Australia and overseas, driving tourism and economic benefit for the city. Events NSW and Tourism NSW have worked together to ensure global media coverage for major events, producing Video News Releases and distributing images for events including Breakfast on the Bridge and the opening night of Vivid Sydney. The media coverage becomes the ultimate postcard for Sydney. The establishment of Destination NSW will further strengthen International media highlights included primetime coverage on Japan’s NHK Nightly News and NTV Nightly News, the top two free-air channels in Japan and coverage on America’s CBS a nationwide broadcast, with an average audience of over 6 million people. Cumulative television audiences watching news coverage of the events on in NSW in 201011 • Number of television news items: 48,119 • Average Cumulative television news item audience: 680,033,909 A visiting journalist program ensures that Sydney’s event image is communicated to the world, creating a halo effect and providing further encouragement to event owners to think about staging their event in Sydney. Events NSW hosted international media at Vivid Sydney 2011 including wired.co.uk, The Hindu and New Zealand Herald along with foreign correspondents based in Sydney. The media coverage generated reached millions of people across the world. Cumulative press circulation of publications containing articles of the events on in NSW in 2010 • Number of press articles: 16,431 • Cumulative press circulation: 1,739,490,217 11This is not dedicated coverage and some of the coverage is beyond key tourism and trade markets Media coverage becomes the ultimate postcard for Sydney. Image: Sydney Chinese New Year Festival; City of Sydney Images left to right: 2010 ARIA Awards; David Andeson Photography; Vivid Sydney 2011 SUPERBIEN Lighting the Sails credit: David Clare 82 | IFEA WORLD FESTIVAL AND EVENT CITY AWARD |83