The Gold Coast’s unique character and experiences have taken centre stage in its newest destination brand platform, We Are Destination Gold Coast, which was launched nationwide on Sunday and will hit international markets in March.

The multimillion dollar campaign was “years in the making”, shared Jan Hutton, chief marketing officer of Gold Coast Tourism.

Surfers Paradise, Gold Coast

“Through two years of research and consultation, we’ve discovered that what distinguishes the Gold Coast in an ever-increasing world of choice for travellers is not our beaches or theme parks; instead, it’s the unmistakable life affirming energy that lives there. It is an energy that ignites, inspires, reconnects and makes you feel alive,” Hutton said

“Many other destinations have spectacular (landscapes), retail and restaurants. There are more than 180 NTOs worldwide fighting for travellers’ attention. What we are is our foundation and that will allow us to stand out,” she added.

When asked how the new branding relates to business events, Hutton said: “People attending business events, particularly meetings and incentives, look for iconic memories. Gone are the days when people look forward to standing beneath the Eiffel Tower. Now they want to have dinner in a local family’s dining room. The braggability when they travel has become much more localised. It is a big change in both leisure and business travel around in the world.”

Hutton was quick to reaffirm the importance of events infrastructure in the destination’s success, but added that competition based solely on hardware is not enough.

Since the new branding was created alongside business events stakeholders in the Gold Coast, Hutton believes that DMCs and other suppliers would be able to carry through the consistent message, and deliver a memorable experience unique to the Gold Coast, for event groups.

The new branding is also timely for a destination that is already familiar among the many corporate and association event attendees who have been there before.

“When you are able to show a deeper side of a destination, you can stimulate and encourage repeat visitation a lot easier. Ultimately, our job is to increase the revenue stream for the destination, stimulating the local visitor economy more by getting people to explore more parts of the Gold Coast (and more often),” she added.

In-market messages and activities attached to the new branding will have “hyper local relevance”, segmented by interest, not geographical region.

Execution includes engaging Gold Coast Tourism’s own digital and social channels to connect with people “in a way that is very relatable and relevant”. Visuals and language used will also be tailored to specific segments, according to Hutton.

“We are also identifying local influencers – bloggers covering travel, lifestyle, fashion, and business events, and Instagrammers, etc – and we will seed our content to them,” she concluded.

The Melbourne Convention and Exhibition Centre (MCEC) sees the new opening of its Sydney counterpart as healthy competition, even as it expects to retain businesses won over recent years from the lack of a local big city rival.

“It’s great to have Sydney back in the game again because Sydney is the gateway to Australia,” said Peter King, CEO of the MCEC. “It wouldn’t be healthy without a bit of Sydney-Melbourne competition but at the same time, our books have been as strong as it’s ever been so I don’t envisage that we’re going to have a downturn in business as a result of Sydney International Convention Centre’s opening”.

MCEC’s operations manager Darren Southurst leads a media group on a virtual sneak peek into the venue’s new wing on Monday

King’s comments come as cranes arrive to instal the first piece of structural steel into the construction site that will be a significant expansion to MCEC’s current facilities. It precedes the completion of a multi-storey car park that will open to the public on Friday to show that expansion plans are on track.

The developments are part of a A$205 million (US$157 million) investment by the Victorian state government to expand the MCEC’s facilities with the opening scheduled for July 2018, an investment that the MCEC is confident of returning quickly.

“Independent research shows that the operations of MCEC contributed A$954 million back to the Victorian economy in the last financial year,” said Michael Walsh, MCEC’s director of strategy and innovation overseeing the expansion. “This figure is predicted to surpass A$1 billion annually when the expansion is completed. So we can comfortably say it’s a pretty quick payback,” he said.

The expansion will add 20,000 square meters to its existing structure and features a flexible, multipurpose event space that can transform from an exhibition to a gala dinner, to a plenary keynote session in quick succession. It will be Australia’s largest convention and exhibition space once completed, to increase the venue’s overall size to 70,000 square meters. It puts the MCEC in a position where it’s confident it will future-proof its venue for the years ahead.

“We expect to lose some business elements that will go back to Sydney on rotation,” says King. “But we’ve also managed to keep some really juicy pieces of business that we’ve attracted in the last four or five years since Sydney closed (for the redevelopment) and these businesses have had such a wonderful Melbourne experience that they’ve decided to stay.”

“But I think over time, our businesses will be quite different. There are enormous infrastructure reasons for the medical, research, education and defence sectors to congregate in Melbourne so I think Melbourne and Sydney will end up specialising in different areas,” he said.

A new venue sourcing tool, expanding market presence worldwide and a growing demand for event technology application are expected to result in a 70 per cent growth in revenue and customers this year for global end-to-end event management software specialist, etouches.

The company unveiled its new venue sourcing tool at AIME 2017 on Monday, a solution that enables event planners and organisers to search and compare more than 225,000 venues worldwide, issue RFPs, and compare and qualify responses based on set criteria.

Oni Chukwu

Oni Chukwu, president & CEO at etouches, who spoke to TTGmice e-Weekly, said the tool is “highly intelligent”.

“It is more intelligent than what’s available in the marketplace. It gives you optimal choices of venues. It will show you how much the rate varies for different venues across different dates, which helps you make money-saving choices. It will also figure out where your delegates are coming from and how much you’ll need to spend on airfares should you pick a certain destination on a certain date.”

The tool can be subscribed on its own or part of etouches’ complete event management system.

Commenting on the 70 per cent growth projection, Chukwu said it will come on top of the company’s 50 per cent growth last year.

“Our company is doing very well. In Asia-Pacific alone, we saw a significant growth in large enterprise customers of almost 55 per cent,” he remarked.

“To support our continued growth, we are adding close to 100 people to our team this year, mostly in Asia-Pacific, who will handle sales, account management, data science and customer support,” he said, adding that business forays are being made this year into China and Hong Kong.

Chukwu explained the “extraordinary growth” is possible as the “market is under-penetrated” and etouches is the “only end-to-end event management solution provider in the world with an extensive support team and hardware on the ground”.

“Of the Global 5000 Companies, only 10 per cent are using event management solutions. Our competition isn’t actually other solutions providers rather it is the internal users themselves who are preferring to stay in their comfort zone by using traditional manual methods in event planning, execution and post-event analysis,” he said.

But Chukwu sees a rapid change taking place in that sphere, as Internet of Things applications seep into people’s daily lives and more people of the younger and tech-savvy generation join the workforce.

“People don’t use use one technology at home and a different one at work. They expect the same technology to carry through, and they expect the same level of technology when they are at work and at events,” he explained.

He noted that people’s familiarity with augmented reality, virtual reality and immersive videos is changing the way events are conducted.

While he admitted that augmented reality products are pricey to produce and execute now, he pointed out that the cost is coming down. Immersive videos are a more affordable option for now, and such marketing collaterals can be produced at a few thousand dollars, with more elaborate versions costing more.

Malaysia launched a new package that will add value to corporate meetings and incentive groups at AIME 2017 yesterday.

The package, unveiled as the Malaysia Twin Deal XP Program (MTDXP), will see groups with more than 30 participants enjoy cultural performances, traditional welcome and a partial sponsorship for dinner supported by the Malaysian Convention & Exhibition Bureau (MyCEB).

Zulkefli Hj Sharif

Zulkefli Hj Sharif, CEO of MyCEB, said the package is a significant addition to the bureau’s reward programmes for event delegates and organisers. Benefits include an iPad mini, a holiday for two either to Kuala Lumpur or any two of the campaign’s destinations which include Penang and Langkawi.

Also announced were special cumulative rewards for planners – with a minimum of 3,000 participants booked within a specified period will see up to four corporate clients treated to a fam trip to Malaysia.

MTDXP will be promoted through MyCEB’s Malaysia Like Never Before campaign which was introduced in 2015 for the meetings and incentives markets.

Meanwhile, in an update on Malaysia’s performance in business events, Zulkifli said “Malaysia is on track to drive positive momentum for the business events industry heading towards 2020 and beyond”.

He shared that MyCEB had surpassed the Malaysian government’s 2016 target for business events by 26 per cent. It secured a total of 654 events over the past five years. These events are expected to contribute an economic value of RM4.1 billion (US$919.9 million) to the country.