ATE 2017 NSW Industry

Briefing

Thursday, 8 December 2016

Kylie-Jane Menzies Director, Trade & Industry

Development

ATE17 Industry Briefing Snapshot ATE17 Program – Media and Trade

DNSW Host Responsibilities

NSW Familiarisation & VIP Program

ATE17 NSW Sellers

DNSW and NSW Seller Booths

DNSW Networking Events & Hospitality Program

DNSW Seller Opportunities – Factsheets & Training

DNSW ATE17 Key Contacts

TA ATE17 Update

Questions

Networking

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ATE 2017 Program

Media Program Friday, 12 May – Tuesday, 16 May Trade Program Sunday, 14 May – Thursday, 18 May Registration Sunday, 14 May 2017 (from 1200) Full Day Appointments Monday, 15 May - Thursday, 18 May Venue International Convention Centre Sydney

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Host State Responsibilities Accommodation Partnership:

Sydney CBD Hotels approx. 4300 room nights & negotiated

Seller rates NSW Familiarisation Program for ATE17 buyers - Fun & Fitness Program

DNSW stand and footprint

DNSW Networking Events: ICC Sydney events – breakfasts, morning/afternoon teas & happy

hour NSW Seller & Buyer Sydney function – Tuesday, 16 May

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DNSW International Managers & BDMs

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Angel Zhang Shanghai

Haruhiko Niihori Japan

Irene Morgan USA

Jennifer Tung Hong Kong

Jenny Kim Korea

Nerissa Lee North China

Pooja Razdan India

Paul Hawes UK/Europe

Samantha Cameron New Zealand

Siew Hoon Tan Singapore

Nathan Pei Shanghai

Michelle Fu Chengdu

Paramjit Bawa India

Allison Lee Director Media &

Public Relations

Media Stories

PR

• Earned

• Builds trust

• No guarantee, you must sell your story to the media

• Media have editorial control

• More credible

• Cost effective

Advertising

• Bought

• Builds exposure

• Guaranteed placement

• Content control

• Less credible, audience can be sceptical

• More expensive

Media want good stories, told succinctly, relevant to their outlet

ATE 2017 Media Program

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TA Welcome Function

Friday, 12 May

DNSW media & Sellers Function

Saturday, 13 May

International Media

Marketplace

Saturday, 13 May

More than 80 international media to attend – all here in Sydney to get great stories

Pre & Post One Day Famils

Sunday, 14

May

Registrations for the media program are OPEN and close 3 FEBRUARY – register via TA trade events website.

ATE Media Famils

Luxpresso and Tiny Taster, India Fun and Fancy, China Smart Local, Singapore

ATE Media Famils So what exactly is a media visit and why should you be doing them?

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First hand experience for media

A great PR media tool that can generate coverage for your

product and region which can ultimately lead to bookings

Unique opportunity to capture a journalists attention

Opportunity to showcase your product to a large and target

audience at a minimal cost (less costly than advertising)

Media coverage can grow your business

Maximise Media Opportunities

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The “st” factor – biggest,

strongest, hottest, cheapest,

Statistics, numbers, facts

Celebrity or VIP links

Information relevant to their

audience

What’s new?

What’s on trend, topical, hot?

Unusual, quirky, inspiring

Interesting characters, authentic

experiences

Be ready to tell your stories and share your news

Approach and Pitch

Essential tools and materials for pitching to media: A one-page pitch to refer and talk to, of clear, concise dot points -

news, Unique Selling Points (USP’s) and story ideas A one-page fact sheet on your product for media, including website

and contact details A media release (the best known public relations tool) for media

A suite of market specific, high resolution images and video

USBs, not reams of paper

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PRE ATE

ATE MEDIA MARKET PLACE

DURING ATE

• Send media an email in advance of ATE to invite them to your stand

• Offer media a famil

• Advise media of potential story angles and ideas

• Register

• Book one-on-one appointments with media

• Do your research

• Get your ‘elevator pitch’ and media materials ready

• Attend as many social functions as possible

• Visit DNSW stand

• Approach media directly

ATE Media Relations

What will DNSW be doing?

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Welcome gifts to media

Media kits including a suite of factsheets

Images and video of events and destinations

Attend as a Seller to share all regions’ stories

Hotel drops and updates

Media event designed to showcase NSW events and regions

Regular media announcements throughout Media Program and ATE

Social media posts and engagement

Various touchpoints to generate multiple stories

Send us your draft media release and we can provide advice and assistance

Send us your media release and image for potential inclusion in media newsletters

Assist us to host media in your region

Keep us up to date with information and images

Keep your Regional Tourism Organisation up to date with your business

Call on DNSW PR for advice preparing for ATE, or for media introductions

How can DNSW help you prepare?

Information On Registering and Preparing for the ATE Media

Program Tourism Australia: Visit Tourism Australia’s trade events website

www.tradeevents.australia.com Contact Tourism Australia (Alison Beer)

mediamarketplace@tourism.australia.com

Destination NSW: Email media@dnsw.com.au Review our website www.destinationnsw.com.au DNSW image library http://images.destinationnsw.com.au/

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Lidia Marcelino Senior Trade Events

Coordinator

86 acceptances offered

19 ‘NEW’ NSW Sellers

99 National Sellers (NSW products)

Final numbers by 14 December 2016

when acceptances close

ATE 2017 NSW Sellers as at 8 December 2016

DNSW & NSW Seller Booths

Standard booth size is 3m (w) x 3 (d) x 2.5 (h) Includes: standard furniture package 1 x table, 4 x chairs (3 if share

booth), 120w spot light Furniture upgrades via Exponet by 7 April 2017

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NSW Seller Booth Images

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FRONT PANEL New TA design for 2017 Due on 17 January 2017 Email: ategraphicspanel@tourism.australia.com

BACK PANEL – DNSW subsidy (saving $714) New DNSW design for 2017 Due on 9 January 2017 Email: ate.2017@dnsw.com.au Specs emailed to Sellers by DNSW

BACK PANEL – TA to manage Due on 14 February 2017 (Exponet) Email: ategraphics@exponet.com.au Specs & Image Upload Process Details – TA trade

events ATE website (Exhibiting info)

When providing images, please make sure that they are iconic pictures that represent your product & are preferably different images – front and back

DNSW Café Activities (Mon-Thurs)

Daily DNSW breakfasts (0800-0845) Daily morning tea showcase (1030-1045) Daily afternoon tea showcase (1545-1600) Happy hour (Wednesday from 1751-1900) Daily NSW food giveaway items

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DNSW Hospitality Program

Opportunities to partner/host DNSW activities such as:

Daily breakfasts, morning/afternoon teas Daily NSW food giveaway items DNSW Activation Zone

Benefits: Unique opportunity to increase your brand exposure Acknowledgement in DNSW daily ATE newsletter Distribution of collateral during the hosted event Acknowledgement during the hosted event

EOI DNSW hospitality sponsorship document to

be emailed to accepted NSW Sellers by Friday, 16 December.

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Images of past ATE’s and NSW Sellers participating in the DNSW Hospitality Program

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DNSW Café

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An image of the DNSW café at ATE16 and an example of café collateral such as an invitation produced for distribution at ATE

NSW Familiarisation Program

EOIs in July 2016

Product to be export ready and bookable

Suitable to the market

New and exciting products

Themed itineraries

All itineraries coordinated by DNSW

DNSW ATE 2017 dedicated website

28 NSW Famils available via EOI

11 VIP Famils for all markets

All itineraries finalised by April 2017

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DNSW Fun & Fitness Program

Promote fun and fitness EOIs in Sept 2016 8 Sydney Sellers participating Surfing, Yoga, Coastal and Guided

Walks and native animal encounters Available for Buyers online at TA

Trade Events website

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ATE17 DNSW Key Contacts

TRADE CONTACTS

Kylie-Jane Menzies, Director 9931 1189 kylie.menzies@dnsw.com.au

Lidia Marcelino, Senior Coordinator 9931 1520 lidia.marcelino@dnsw.com.au

Emma Kelly, Coordinator 9931 1472 emma.l.kelly@dnsw.com.au

Amy Forsyth, Coordinator 9931 1146 amy.forsyth@dsnw.com.au

Helen Marinic, Trade Famils (West) 9931 1419 helen.marinic@dnsw.com.au

Tenille Jenkins, Trade Famils (West) 9931 1168 tenille.jenkins@dnsw.com.au

Cherry Chen, Trade Famils (East) 9931 1433 cherry.chen@dnsw.com.au

Jenny Mitchell, Factsheets/Training 9931 1471 jenny.mitchell@dnsw.com.au

Sandy Wilkins, Factsheets/Training 9931 1478 sandy.wilkins@dnsw.com.au

Sophie Calchera, Factsheets/Training 9931 1531 sophie.calchera@dnsw.com.au

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ATE17 DNSW Key Contacts MEDIA CONTACTS: Allison Lee, Director, Media 9931 1318 allison.lee@dnsw.com.au Florence Sandford, Publicist 9931 1416 florence.sandford@dnsw.com.au Tonia Davis, Media Famils 9931 1441 tonia.davis@dnsw.com.au IMAGE LIBRARY: Kristen Greaves, Library Officer 9931 1408 kristen.greaves@dnsw.com.au GET CONNECTED: Dean Spouszta, Senior Officer 9931 1161 dean.spouszta@dnsw.com.au DESTINATION DEVELOPMENT: Peter Lipman, Volunteer Program 9931 1179 peter.lipman@dnsw.com.au Shane Dredge, Aboriginal Tourism 9931 1460 shane.dredge@dnsw.com.au ATE17 Email & Website ate2017@dnsw.com.au www.destinationnsw.com.au

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Jenny Mitchell

Industry Development Senior Coordinator

DNSW ATE 2017 Factsheets DNSW is producing 19 themed factsheets including:

• What’s new in NSW & Sydney? • NSW Sellers at ATE17 • Food & Drink Experiences in NSW • Great Drives NSW • Iconic Sydney • NSW & Sydney Accommodation • Aquatic and Coastal Experiences in

NSW & Sydney • NSW & Sydney map • 8 translated into Simplified Chinese

www.destinationnsw.com.au/

tradefactsheets

• The Industry Development team will be in touch with you all for your product updates

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NSW Seller Training - 30 March 2017

• Free, half-day session for NSW sellers • ATE preparation • Maximise your appointment time • Presentation skills • Appointment etiquette • Contact strategy

ate.2017@dnsw.com.au

www.destinationnsw.com.au/inboundguide (action*plan)

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James Lotherington Event Manager, Industry Events

14 – 18 May 2017

ICC Sydney, Level 4

• ATE17 will be at the newly opened ICC Sydney - located in the heart of Sydney in the prime waterfront location, only moments walk to Darling Harbour

• ATE17 will takeover some 18,560 sqm. on level 4:

• Halls 5, 6, 7 – the main exhibition hall where sellers will meet buyers for their meeting, morning/afternoon teas, happy hour

• The event deck – will cover an additional 3,000 sqm. A marquee will be built especially

for ATE17, to serve guests lunch throughout the duration of the event

• ATE17 events will also take place on level 5:

• New seller briefing, and international market updates • Press conference and media centre

• And the ATE17 media marketplace will take place on level 2.

ICC Sydney

ATE17 Welcome Function

• Monday, 15 May 2017

• Grand Ballroom, ICC Sydney

• 2,407 sqm. Australia’s largest

ballroom, located on the top floor with breakouts to spectacular water and city views

• The venue will host some 3,000 guests for the ATE17 welcome function, highlighting 50 Years of Tourism since the start of Tourism Australia

ATE17 – PROGRAM Friday, 12 May Media Program Commences – Registration and Welcome Function Saturday, 13 May Media Marketplace Media Cocktail Reception Sunday, 14 May Media Famil ATE17 Registration New Seller Briefing International Market Updates – Sellers Monday, 15 May Media Press Conference Appointments ATE17 Welcome Function – Tourism Australia Tuesday, 16 May Appointments NSW Showcase: Buyer & NSW Sellers – DNSW Wednesday, 17 May Appointments International Media, Specialist Buyers – Famil Happy Hour Thursday, 18 May Appointments, Farewell

• Saturday 13 May –

• ATE17 Media Marketplace – level 2 • Enables Australian exhibitors to meet exclusively and develop relationships with high calibre international and domestic

media influencers. • Would encourage you to speak with Allison Lee – Director Media, Public Relations, DNSW to register your interest.

• Sunday 14 May -

• ATE17 Registration – level 4 • Your photo will be taken at registration and printed on your ATE17 name badge. • If you attended ate over the past two years and we already have your photo on file, you can register in the express lane.

• New Seller briefing – level 5

• All new sellers are welcome to attend. • A group of experienced sellers and buyers will join a panel discussion. topics include:

• what to expect from ate; how to make the most of the networking opportunities; • how to best structure an appointment; how to work with buyers where English isn’t their first language; • the importance of following up after the event

• International Market Updates – level 5

• Provides a forum at ate where sellers can get an update on the latest international market trends and insights from Tourism Australia's in-market managers.

• Provide international market information to sellers that will help maximise your appointments with buyers. • Each session will have presentations from Tourism Australia's regional general manager/country managers and a panel-

style briefing. • There will be six sessions, x 40 minutes each. sessions include China and Hong Kong ,Japan and Korea, Singapore,

Indonesia, Malaysia and India, Americas & New Zealand, UK & Europe • Registrations commence in March 2017. places are limited.

• Monday 15 May

• Appointments and lunches day 1, level 4, and the deck • 9.00am to 6.00pm: same time every day for duration of the event • 12.54pm to 1.54pm: same time every day for duration of the event

• ATE17 Welcome Function – Grand Ballroom, ICC Sydney

ATE17 – PROGRAM TO HIGHLIGHT A FEW KEY DATES

2017 – Total Sellers

2017 - New

Sellers

2016 – Total Sellers

ACT 14 2 11 NAT 131 18 126 NSW 86 19 55 NT 33 7 28 QLD 133 10 151 SA 28 4 25 TAS 26 3 26 VIC 65 8 62 WA 44 6 48 TOTAL 560 77 532

ATE17 – SELLERS

ACCEPTANCES CLOSE WEDNESDAY 14 DECEMBER

ATE17 – BUYERS

Total Buyer companies submitted

New Buyer companies submitted

Americas 21 5

Europe 82 2 New Zealand 2 0

North East Asia 180 25

South East Asia & Gulf 90 18

Rest of world 5 - Australia 63 - TOTAL 443 50

ATE17 – APPOINTMENT SCHEDULES

• A possible 86 pre-scheduled appointments (system generated)

• In addition, 14 free appointments

• Most sellers receive an average of 83 (of a possible 86) prescheduled appointments

• Standard appointment schedule participation package valued at $56 per appointment

• The targeted appointment ratio is one seller to one buyer

• Preferences open - Thursday 9 March 2017

• Preferences close - Friday 31 March 2017

ATE17 – eNEWSLETTER STAY IN TOUCH

The monthly newsletter, starting in January 2017 will include must know details on:

• The ATE17 program and

• How to use the ATE17 appointment and preferencing system

• Preparation tips and the detailed list of resources available to you to maximise your engagement in ATE17

• Very important information regarding your stand, booth allocations, and floorplans etc.

• How to purchase day passes and other walk through opportunities

• Please refer to the e-newsletter for all you essential information.

Thank You See you there!

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