2019/20 MEMBER OPPORTUNITY GUIDE

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2019/20 MEMBER OPPORTUNITY GUIDE
MEMBER
2019/20
        GUIDE
OPPORTUNITY

              OUR REGION.
              YOUR BUSINESS.
              GROWING
              TOGETHER.
2019/20 MEMBER OPPORTUNITY GUIDE
OUR PARTNERS

                                                                                        TOURISM,
    PLATINUM PARTNER
    Avalon Airport

    CONSUMER
    GOLD PARTNERS
    360Q
                                       CONTENTS
                                                                                        WE'RE IN IT TOGETHER
    Australian International Airshow
    Geelong Football Club
    Port Phillip Ferries
    Prestige Jayco                     04 MEMBERSHIP
    Queenscliff Harbour
                                          Benefits of being a Tourism Greater Geelong
    Sea All Dolphin Swims
                                          & The Bellarine member
    Searoad Ferries
    Supatramp                                                                                                                                             Brett Ince
    CONSUMER                           06 MARKETING &                                                                                                     Executive Director
    SILVER PARTNERS                       COMMUNICATION
    Adventure Park
                                          Connecting visitors with experiences via
                                                                                        Welcome to the growing
    BIG4 Beacon Resort Queenscliff
                                          printed publications, VFR, Taste Trails,      visitor economy.
    Geelong Performing Arts Centre
    Geelong Racing Club
                                          digital space and international marketing
                                                                                        Our focus has broadened beyond the
    Provincial Media
                                                                                        important leisure travellers to fully
    Royal Geelong Yacht Club
    Village Cinemas
                                       14 VISITOR                                       embrace those travelling for business,
    Wine Geelong                          SERVICES                                      education and visiting friends and
                                          Member benefits at Visitor                    relatives. All these visitors to our
    INDUSTRY
                                          Information Centres                           region boost our economy and could         John Stevens
    GOLD PARTNERS
                                                                                        contribute to your business growth.        Chairman
    Roderick Insurance Brokers
    Geelong Connected Communities                                                       Greater Geelong and The Bellarine
    The Gordon
                                       16 STRATEGY &                                    continues to attract a very strong
                                          DEVELOPMENT                                   level of visitation, now exceeding 5.8    This Member Opportunity Guide
                                          Training, networking, conferencing and
    INDUSTRY
    SILVER PARTNERS
                                                                                        million visitors each year. With our      details the activities we’ll coordinate
    Bay 93.9 / KRock
                                          mentoring to help your business grow          growing reputation as a destination       in 2019/20 and outlines how and
    Bendigo Bank                                                                        for international study, an               when tourism industry businesses
    Harwood Andrews                                                                     international airport alongside direct    can get involved. Use it to enhance
    LBW Business + Wealth Advisors
                                       21 BUSINESS                                      ferry services and a dedicated            your own plans and to maximise the
    Snap Printing                         EVENTS GEELONG                                Geelong Convention Centre on the          business opportunities arising from
    WorkSafe                              Helping you connect with conference and       horizon our visitation is projected to    visitation growth.
                                          meeting planners                              grow to 7 million by 2027.
    BUSINESS EVENTS GEELONG                                                                                                       Partnership remains the basis of
    GOLD PARTNER                                                                        Tourism Greater Geelong and The           achieving success. By working
    Novotel Geelong
                                       26 KEEPING IN                                    Bellarine has the structure, strategies   together we will succeed at both the
                                                                                        and plans in place to offer a             regional and individual business level.
    BUSINESS EVENTS GEELONG               TOUCH                                         coordinated partnership approach to
    SILVER PARTNERS
    Geelong Football Club
                                          2019/20 Timeline and everything you need      engage with and capitalise on this        Tourism Greater Geelong
    Scotchmans Hill
                                          to know, when you need to know it             growing visitation.                       & The Bellarine

2                                                                                                                                                                              3
2019/20 MEMBER OPPORTUNITY GUIDE
MEMBERSHIP
    “If everyone is moving   MEMBERSHIP
    forward together, then   OUR REGION. YOUR BUSINESS. GROWING TOGETHER.
    success takes care
    of itself.”
    - Henry Ford                      ur membership is more than a subscription. Joining
                                     O                                                                    T o maximise your membership, stay in touch and make
                                     Team Tourism is becoming part of a line-up on a mission:              sure we have the contact details for everyone in the
                                     to grow and support the visitor economy.                              business who could benefit or contribute. We’ll email a
                                                                                                           weekly roundup of information and opportunities and
                                                                                                           would love to hear from you when you have news to
                                                                                                           highlight, events to feature or stories to share.
                                     T he membership structure is the foundation and base we     	We also love to get together in real life, so come along to
                                      need to implement actions that will achieve our vision of     our regular events to chat to our staff and the wider
                                      Geelong and The Bellarine being a globally recognised         Team Tourism circles. They’re fun, constructive and we
                                      destination that delivers world standard visitor              serve wine.
                                      experiences.
                                                                                                           What’s not to love?
                             	As well as working toward that shared vision for the
                               region, there are specific benefits for all team tourism
                               members. Grow your own business with skills and
                               knowledge from our training sessions. Connect with
                               other businesses to build your networks and develop
                               collaborative opportunities. As we showcase the region
                               on domestic and international stages, member
                               businesses are front and centre with opportunities to
                               participate in a range of activities.

                                                     Abbey Jones
                                                     Membership
                                                     Engagement
                                                     Officer

                                Di Nelson                                  Fiona Tuddenham
                                Business                                   Membership
                                Development                                Engagement
                                Manager                                    Officer

4                                                                                                                                                                    5
2019/20 MEMBER OPPORTUNITY GUIDE
MARKETING & COMMUNICATION
    “Branding is what people
    say about you when
                                    MARKETING              &  COMMUNICATION
                                    LET’S WORK TOGETHER TO GROW OUR REGION AND YOUR BUSINESS.
    you’re not in the room.”
                                    We’ve been doing a lot of work on our brand. We’ve researched and articulated brand narratives for the distinct areas
    - Jeff Bezos, Founder and CEO   within Geelong and The Bellarine based on their strengths, uniqueness and the experiences each destination offers.
    of Amazon.com
                                    This insight will be brought to life this year as we implement better storytelling and content that reflects the brand. We’ll also
                                    empower businesses and communities with information and tools to embed the brand story in the way destinations are presented
                                    and communicated.
                                    Brands evoke emotion and action. All our digital, print and tactical marketing programs will be underpinned by this new brand
                                    research and narrative.

                                    PUBLIC RELATIONS

                                             F ree press! Well, not really. We invest significant time                    T he influence of key media outlets on the brand,
                                              and resources to gain attention and media promotion for                       reputation and preference to visit for a destination are a
                                              the region. We help the storytellers tell great stories.                      powerful form of marketing and promotion.
                                              Articles, mentions and features in targeted print, on
                                              television or online are the result of relationships and us
                                              sharing new angles, product and content. Last year we
                                              generated an estimated $2.1 million in media exposure                         onnect with our channels and keep in touch about
                                                                                                                           C
                                              through our PR activities.                                                   unique aspects of your business that would make an
                                                                                                                           interesting angle or media story. We’re also keen to
                                                                                                                           know about new businesses, developments or news we
                                                                                                                           might be able to shout about.
                                       Tracy Carter                                                              		         e a good host. Our relationships often mean the media
                                                                                                                           B
                                       Deputy Executive,                           Will Barber
                                                                                                                           is visiting the region and we appreciate the support of
                                       Marketing &                                 Digital Marketing
                                       Communications                              Officer
                                                                                                                           businesses with these itineraries – consider media famils
                                       Director                                                                            as part of your marketing budget as a great opportunity
                                                                                                                           to generate some attention and interest from new
                                                                                                                              potential customers.
                                                                                                                                  e’ll always let you know if you’ve been included in
                                                                                                                                 W
                                                                                                                                 media generated by Tourism Greater Geelong and
                                                                                                                                 The Bellarine.

                                                             Narelle Needham                                Simone Budd
                                                             Marketing &                                    - Study Geelong
                                                             Communications                                 Student Engagement
                                                             Officer                                        & Project Officer

6                                                                                                                                                                                        7
2019/20 MEMBER OPPORTUNITY GUIDE
MARKETING & COMMUNICATION
    OFFICIAL VISITOR GUIDE & TOURING MAP

            T hink everyone has their nose buried in their phone all    OFFICIAL VISITOR GUIDE
             the time? Think again, our print publications are as
             popular as ever.                                            Size: A5 full colour magazine style on high quality
                                                                         uncoated stock
                                                                         Print run: Up to 100,000 copies with a readership of
                                                                         320,000
            T he Official Visitor Guide and Official Touring Map are    Participation cost:
             our key pieces of print marketing. They feature in all of
                                                                                  AD SIZE                  COST (INC. GST)
             our Visitor Information Centres around the state, are
             distributed at events and trade shows and are handed                 1/4 page                        $665
             out with pride to every visitor we come in to                        1/2 page                       $1,330
             contact with.
                                                                                  Full page                      $2,660
    		They give visitors the practical information they need to
       make the most of their time here by highlighting                  Bookings open: August 2019
       activities, events and places to eat and drink in an              Production: September 2019
       attractive and entertaining way.
                                                                         Release date: December 2019

                                                                         OFFICIAL TOURING MAP
                                                                         Size: Folded to DL on uncoated stock
                                                                         Print run: Up to 100,000 copies
                                                                         Participation cost:
                                                                                  AD SIZE                  COST (INC. GST)
                                                                                  1/4 page                        $665
                                                                                  1/2 page                       $1,330
                                                                                  Full page                      $2,660

                                                                         Bookings open: August 2019
                                                                         Production: September 2019
                                                                         Release date: December 2019

8                                                                                                                               9
2019/20 MEMBER OPPORTUNITY GUIDE
MARKETING & COMMUNICATION

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     MARKETING & COMMUNICATION
                            VISITING FRIENDS & RELATIVES                                                                                                                                                                                                                                                                                                     TASTE TRAILS

                                     ur Visiting Friends and Relatives campaign will aim to
                                    O                                                                    T he campaign will drive real people to the
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                                    increase the volume and value of the visitors who are                 participating venues by gamifying and engaging them                                                                                     14
                                                                                                                                                                                                                                                                                                                                                                                                                                       Bellarine has exceptional, unique and authentic food and
                                    here to spend time with their family and friends. Through             in a process of discovery.                                                                                                                                                                                                                                                                                                   wine offerings on our doorstep.
                                    a clever, creative and engaging tactical campaign we’ll      		In 2018, Wander Geelong and The Bellarine saw more than                                                                                                                                                                                                  		The Bellarine and Moorabool Valley Taste Trails bring
                                    encourage local people to discover the region as a visitor
                                                                                                                                                                                                                                        13

                                                                                                    10,000 visits to 34 participating venues.                                                                                                                                                                                                                   regional experiences together under a branded,                                                                                                                                                                                                                                                                                                                                                                                                             Size: A3 full colour on recycled stock
                                    would, experiencing visitor attractions and finding new                                                                                                                                                                                                                                                                     marketable heading.
                                    places to go when they’re hosting.                                                                                                                                                             12                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      Print run: 45,000
                                                                                                 		      TARGET MARKET                                                                                                                                      il
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                                                                                                                                                                                                                                                                                                                                                             		                                                                            dedicated touring map featuring venues and
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                                                                                                                                                                                      River

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                                                                                                                                                                                                                                                                                                                                                                                                                                          relevant events.

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                                                                                                                                                                                                                                                                                                                                                                                                                                          experiences and the various businesses within it.
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Bookings open: February 2020
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                             LETH
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           Release date: April 2020

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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               22 mi

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                                                                                                                                                                                                                                                                                                                                                                         BALLAN
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   Z                                                                                                                                            37 mi

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 Line Listing            $95
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             10                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                      11
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                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     State
                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                       Enfield
2019/20 MEMBER OPPORTUNITY GUIDE
MARKETING & COMMUNICATION

                                                                                                                                                                                                                                                                                                  MARKETING & COMMUNICATION
                            DIGITAL                                                                                                                              INTERNATIONAL PROGRAM
                                                                                                                                                                 & CRUISE SHIPS

                                    
                                    Take  advantage of our digital activity and experience.           
                                                                                                      We’ll continue to invest in growing our presence and               T o best position Geelong & The Bellarine on the
                                    Together with Team Tourism members, we’re always                  effectiveness in the digital space through content and              international stage we work cooperatively with nearby
                                    working to increase our online presence through smart             meaningful partnerships.                                            destinations, Visit Victoria and Tourism Australia to
                                    strategy and meaningful partnerships.                                                                                                 promote our region as part of the Australian experience.
                              visitgeelongbellarine.com.au is our digital home.
                            		                                                               OPPORTUNITY
                                                                                                                                           COST
                                                                                                                                                     TIMING      		TGGB also work closely with the international cruise lines
                              Member listings are featured in all the right places,                                                     (INC. GST)                  and shore excursion agents to provide a superior
                              whether people are looking for a specific town or a                                                                                   welcome and unique destination experience for
                                                                                              Event listings: Create listings for
                              particular experience. Blogs are connecting stories with                                                                              passengers arriving in Geelong.
                                                                                              events, exhibitions or activities for
                              the operators who deliver the experiences and event                                                        Free for
                                                                                              your business in the Australian
                              listings are the go-to place for what’s on.                                                                tourism      Always
                                                                                              Tourism Data Warehouse, and they’ll
                                                                                                                                         members
                                                                                              appear in online calendars and other                                       International travel is a big opportunity for our region
                                                                                              digital channels.                                                            now more than ever, especially with the recent
                                    
                                    Our content marketing initiatives and brand campaigns                                                                                  expansion of Avalon Airport receiving direct flights
                                                                                              Content: Got some great photos, a
                                    aim to drive awareness and interest – tourism members                                                                                  from Malaysia via AirAsia. However it is a complex and
                                                                                              big event or an exciting launch?           Free for
                                    are well placed to capitalise and convert.                                                                                             long-term investment, often taking several years to see
                                                                                              Share it with us and we’ll feature the     tourism      Always
                                                                                                                                                                           results through travel distribution channels.
                                                                                              best stuff on social media, blog           members
                                                                                              posts and digital newsletters.                                     		Tourism members in the international program will be
                                                                                                                                                                    featured in the Great Southern Touring Route (GSTR) and
                                                                                              Online Profile: Your business listing                                 Go Beyond Melbourne (GBM).
                                                                                                                                                                                                                                      S tudy Geelong is a collaborative program with tertiary
                                                                                              on ATDW is a critical part of your                                 		Touring route promotion includes representation and               and secondary institutions to build Geelong as an
                                                                                              online tourism presence. Team                                          exposure in global high-yield markets, training and               education destination of choice, to support students to
                                  IN 2018…                                                    Tourism members enjoy a
                                                                                                                                           $59        Always         development programs, famil tours and networking.                 connect with the local community and to leverage the
                                                                                              significantly subsidised cost; giving                                  Touring routes deliver regional experiences to decision           Visiting Friends and Relatives (VFR) market.
                                                                                              you affordable and highly effective                                    makers in the travel trade and, increasingly, consumer-
                               SESSIONS                   180,181                             access to regional, state and national
                                                                                              websites.
                                                                                                                                                                     facing promotion in relevant countries.

                                                                                              Priority Listing: Boost your profile                                                                                                    T here are more than 4,000 international students
                               PAGE VIEWS                 466,728                             even further on the Visit Geelong
                                                                                              Bellarine website! Priority listings         $150       Annual
                                                                                                                                                                          INTERNATIONAL TOURING ROUTE
                                                                                                                                                                          TRADE MANUALS
                                                                                                                                                                                                                                       studying in Geelong contributing $62.325M on top of
                                                                                                                                                                                                                                       course fees to the local visitor economy. With clever
                                                                                              appear more prominently in lists                                                                                                         marketing and communications activity we’ll maximise
                               BUSINESS                                                       and search results.                                                         Bookings open: December 2019                                 the positive impact of international education.
                               LISTING VIEWS              143,423                             Offer link on Visit Victoria: Direct
                                                                                                                                                     Seasonal,
                                                                                                                                                                          In market: 12 months from April 2019 to March 2020
                                                                                                                                                                          Participation cost:
                                                                                              link to your booking or contact page
                                                                                                                                           $250       live for
                                                                                              on Visit Victoria, highlighted in state                                                CATEGORY                   COST (INC. GST)        uring 2019 there will be a dedicated campaign to
                                                                                                                                                                                                                                      D
                                                                                                                                                     3 months
                                                                                              marketing campaigns.                                                         Accommodation                              $2,900          capitalise on the VFR opportunities created by AirAsia
                                                                                                                                                                                                                                      flights at Avalon. Members will be invited to participate
                                                                                                                                                                           Tour Operators & Attractions               $2,550          through packaging and provision of content for the
                                                                                                                                                                           Activities, Wineries & Restaurants           $895          campaign.
             12                                                                                                                                                                                                                                                                                   13
2019/20 MEMBER OPPORTUNITY GUIDE
VISITOR SERVICES
     VISITOR         SERVICES
     TELLING PEOPLE WHERE TO GO.

               eople power. Holiday research might begin online but
              P                                                                       T echnology can complement but not replace
              for 200,000 visitors each year it’s completed at one of our              face-to-face service delivery, especially when people
              visitor centres with a volunteer providing local insight,                are in unfamiliar places. Visitor services also have a
              specialist advice and tailored information that will help                positive effect on the people they see, with 86% doing
              guests make the most of their time in our region.                        more in the region because of the information they
     		More than 150 volunteers are working across the week                           received.
        at 9 locations in Geelong and The Bellarine, including               		Work with the visitor centre network to engage proud
        Queenscliff. They meet, greet and help visitors find their              and passionate army of Geelong and The Bellarine
        way at Visitor Information Hubs, Outlets and Pop-Up                     advocates keen to share their knowledge of the
        activations.                                                            experiences available to here.

                                                                                      As a tourism member you can:
                                                                             		          isplay DL sized brochures in each of our accredited
                                                                                      • D
                                                                                        centres;
                                                                             		          ost a volunteer famil tour so they have firsthand
                                                                                      • H
                                                                                        knowledge of your business;
                                                                             		          isplay posters and brochures for events in the
                                                                                      • D
                                                                                        accredited centres;
                                                                             		       • S uggest opportunities for our volunteers to provide a
                              Isla Hutcheon
                                                                                         roving service for specific events or occasions.
                              Visitor Services
                              Officer
                                                                             		To get involved in visitor centres activities contact:
                                                                             		
                                                                               Josh Harris, Visitor Services Coordinator
                                                                               T: 03 5244 7106
                                                                               E: jharris@tourismgeelongbellarine.com.au

        Josh Harris
                                                                        DID YOU KNOW…
        Visitor Services
        Coordinator
                                                                        More than 150 volunteers
                                                                        are working across the week at

                                                                        9 locations
14                                                                                                                                                15
2019/20 MEMBER OPPORTUNITY GUIDE
STRATEGY & DEVELOPMENT
     STRATEGY            &  DEVELOPMENT
     TOGETHER WE ARE STRONGER.
     We understand the power a well-connected and resourced industry can have in growing the value of our visitor economy.
     Knowledge is power and we’ll aim to deliver training and networking opportunities to help you grow. Lead by a strong strategic
     direction, together we will be in a solid position to successfully deliver on our 2030 targets.

     TRAINING
              T eam Tourism’s annual training and development                              lmost all training sessions are FREE for tourism members
                                                                                           A
               program offers members opportunities to learn and                           and the broad range of topics means there’s something
               grow. Sessions deliver expert insights in marketing, social                 relevant to every business and all the people within it.
               media, personal development, business operations,                 		For the ultra-organised, the training calendar is
               trends and much more.                                                released six months at a time so you can plan well in
                                                                                    advance. We’ll also send a monthly email round up of
                                                                                    what’s coming soon.

              Knowledge is power.                                                		If face-to-face sessions are impossible, our online training
                                                                                    is ideal. We have a range of topics accessible anywhere,
     		Continuing to learn and develop is a key aspect of                          anytime, with new themes and subjects added regularly.
        business success. It’s just like the gym. You think you
        haven’t got time, you wonder if it’s worth the effort.                   		        Visit: tourismgeelongbellarine.com.au/training
        Afterwards you come out in a great mood, feeling strong
        and it was totally worth it.

                                                                             Felicity McKenzie
                              Elise Getson                                   Senior
                              Industry Development                           Administration
                              Officer                                        Officer

         Brendan                                     Carla Garner
         Sanders                                     Tourism Project
         Business Manager                            Officer

16                                                                                                                                                      17
2019/20 MEMBER OPPORTUNITY GUIDE
STRATEGY & DEVELOPMENT

                                                                                                                                                                                                                                                                                                        STRATEGY & DEVELOPMENT
                         NETWORKING                                                                                                                          DESTINATION: ACCESSIBLE

                                 T here are a few reasons attendance at our member                   Come along!                                                     T GGB has partnered with the Australian Federation of              • W
                                                                                                                                                                                                                                              ork with an AFDO disability field officer to receive a
                                  forums has increased 180% over the past 2 years.                 ember Forums – FREE for members
                                                                                             		• M                                                                    Disability Organisations (AFDO) to deliver Destination:               free disability-friendly check on your business.
                                  One is that we had an ice-cream truck at our last event.                                                                             Accessible – a project to make our region a more          		• A
                                                                                                                                                                                                                                       ttend one of the many disability training sessions
                                                                                             		• Industry Christmas Party                                            welcoming place for people with disabilities.                  - FREE for members
                                                                                             		• Heroes Luncheon
                                                                                                                                                                                                                                       ore info at tourismgeelongbellarine.com.au
                                                                                                                                                                                                                                 		• M
                                                                                             		• Invitations by email or keep an eye on the events page
                                 When we say ‘Team Tourism’ we mean it.
                                                                                                    at tourismgeelongbellarine.com.au/events
                         		Our dedicated member events are the perfect setting to                                                                                     ecause everyone deserves equal opportunity and
                                                                                                                                                                      B
                            catch up, hear updates and take the opportunity to                                                                                        equal access.
                            connect or re-connect with like-minded tourism                                                                                   		• One in five Australians has a disability.
                            operators. The best part is, we love having fun and our
                                                                                                                                                             		• $
                                                                                                                                                                   8 billion per year is spent on Australian tourism by                   DID YOU KNOW…
                            member events are packed full of it!
                                                                                                                                                                  travellers with a disability and our region has the
                                                                                                                                                                                                                                           In our country
                                                                                                                                                                  opportunity to be a destination of choice for this
                                                                                                                                                                  market.
                                                                                                                                                             		• T he market for accessible tourism is much broader than
                                                                                                                                                                                                                                           1 in 5
                                                                                                                                                                                                                                           Australians have a
                                                                                                                                                                  people with a disability. Older people, parents with                     disability
                                                                                                                                                                  prams and overseas travellers can all benefit from
                                                                                                                                                                  improved information, more accessible buildings and
                                                                                                                                                                  a flexible approach to providing customer service

                             DID YOU KNOW…
                             Over the past 2 years, member
                             attendance has increased by

                             180%

           18                                                                                                                                                                                                                                                                                           19
INSPIRING
STRATEGY & DEVELOPMENT

                                                                                                                                                                             BUSINESS EVENTS GEELONG
                         RESEARCH AND INSIGHTS

                            The visitor economy is fast growing in significance, now
                            recognised as one of the six main export industries for
                            Australia. This story is consistent with Geelong and
                            The Bellarine where tourism delivered $1.1 billion in
                                                                                                    The data we collect can help tourism members too.
                                                                                           		We have plans, strategies and reports that paint a picture
                                                                                              of the current situation and can predict trends for future
                                                                                                                                                           BUSINESS EVENTS
                                                                                              development including:
                             direct economic expenditure from the 5.8 million visitors
                             we received in 2018. This supports around 11,260 jobs.        		• Visitation and expenditure.
                                                                                           		• T ourism Development Plan with infrastructure
                                                                                                 opportunities highlighted.
                                                                                           		• Localised AirBnB data.
                            T here’s so much value in data. It provides insight for
                                                                                           		• Destination Branding Toolkits.
                             marketing campaigns, helps with advocacy, backs grant
                             applications and aligns strategy. The power of data           		• Customised event impact reports.
                             supports good decision making and that’s why we invest        		• Tourism Sentiment Index report.
                             our resources in understanding our visitors, our region
                             and our potential through research.                           		All data insights are available at our corporate website:
                                                                                              tourismgeelongbellarine.com.au
                                                                                              or contact the office for more information.

                                                                                         DID YOU KNOW…
                                                                                         In 2018, Geelong and The Bellarine
                                                                                         tourism delivered

                                                                                         $1.1b
                                                                                         in direct economic expenditure
                                                                                         from 5.8 million visitors

           20                                                                                                                                                                21
BUSINESS EVENTS GEELONG

                                                                                                                                                                                                                                                                                         BUSINESS EVENTS GEELONG
                                                                                                                                                     BUSINESS EVENTS DIGITAL MARKETING
                          BUSINESS           EVENTS GEELONG
                          MEETINGS MEAN BUSINESS.

                          This high-value, fast-growing sector of the visitor economy                             WHAT WE TARGET                              Captivate an audience through the power of digital.               BUSINESS         PROFILE LISTING
                          contributes $30 billion in direct expenditure and creates 193,000
                                                                                                                  Corporate, Association,                                                                                		       businesseventsgeelong.com.au
                          direct jobs each year.
                                                                                                                  Government & Incentive                                                                                 		Be here to be seen with a full online page profile on the
                          The true value of Business Events go far beyond what occurs in the
                                                                                                                                                                                                                            new and improved BEGeelong website for 12 months.
                          boardroom. Events underpin knowledge exchange, innovation, national and                                                              ontent is king and must tell the story of Geelong and
                                                                                                                                                              C                                                             Advertisers in our biennial Planners Guide receive a
                          worldwide links in specialist fields. Working together, our region provides a                                                       The Bellarine; the personality, the experiences and the       complimentary profile for a two year duration.
                          compelling offering to be a serious contender within the business events                WHO WE TARGET                               essence of the region.
                          sector.                                                                                                                                                                                        		       Participation cost: $275 inc. GST
                                                                                                                  Personal & Executive Assistants,   		It’s these stories that will provide a point of difference and
                          Business Events Geelong undertakes highly targeted marketing initiatives to             Event Planners & Professional         inspire conference or meeting planners to choose our
                          position Geelong and The Bellarine as the destination of choice for business            Conference Organisers                 destination. Our digital platforms will make it easy for                  DEALS AND OFFERS
                          events. Our marketing activity is designed to connect businesses with key                                                     them to discover, connect and plan their event in                		       businesseventsgeelong.com.au
                          decision makers from within our core target markets and we invite you to                                                      Geelong and The Bellarine.
                          join us in increasing our share of this lucrative market.                                                                                                                                      		Stand out from the crowd and feature your business with
                                                                                                          WHERE WE TARGET                                                                                                   a ‘deal & offer’ on the BEGeelong website and on your
                                                                                                                                                                                                                            profile for 12 months. Updates can be made as often
                                                                                                                                                                                                                            as you like.
                                                                                                                  First tier:                                                                                            		       Participation cost: $275 inc. GST
                                                                                                                  Melbourne, Sydney, New
                                                                                                                  Zealand & Asia                                                                                                  LET’S MEET BUSINESS FEATURE
                                                                                                                                                                                                                         		       BE-Newsletter
                                                                                                                  Second tier:
                                                                                                                  Other International, Local,                                                                            		The ‘LET’S MEET’ Business Feature allows you to
                                                                                                                  Regional Victoria &                                                                                       exclusively feature your venue or experience in the
                                                   Brooke Jaworski                                                Other interstate                                                                                          quarterly BE-Newsletter.
                                                   Marketing &                                                                                                                                                              This is limited to one feature per BE-Newsletter.
                                                   Communications                                                                                                                                                        		       Participation cost: $275 inc. GST
                                                   Officer
                                                                                                                                                                                                                         		       (limited to one business per newsletter).

                                                                                                                                                                                                                                  BE-NEWSLETTER
                                                                                                                                                                                                                         		We want to hear from you so don’t forget to keep us
                                                                                                                                                                                                                            up-to-date with what’s happening at your business, who
                                                                                                                                                                                                                            you are hosting, quirky facts and amazing imagery. We
                                                                                                                                                                                                                            may re-use your content in our newsletter, include it
                                                                                                                                                                                                                            within a blog or share it on our social channels.
                                                                                                                                                                                                                         		       Participation cost: Included in Tourism Membership
                             Mark Day                                    Bonnie Van Dorp
                             Business Events &                           Marketing &
                                                                                                                                                                                                                         		       To submit content email: info@begeelong.com.au
                             International                               Communications                                                                                                                                  		       Keep us up to date on social #MEETGEELONG
                             Manager                                     Officer

            22                                                                                                                                                                                                                                                                          23
BUSINESS EVENTS GEELONG

                                                                                                                                                                                                                                                                                               BUSINESS EVENTS GEELONG
                          GEELONG & THE BELLARINE                                                                                                          TOGETHER WE STAND
                          PLANNERS GUIDE 2020-21

                                                                                                                                                                    Exhibiting at business and meetings industry events and           ASIA-PACIFIC
                                                                                                                                                                                                                                                  INCENTIVES AND
                                                                                             PLANNERS GUIDE LAUNCH                                                   trade shows.                                                      MEETINGS EXPO (AIME)
                               T his two year publication is BEGeelong’s key marketing
                                tool, designed for conference and meeting planners to        Be part of the hype as we launch our 2020-21                                                                                      		AIME is the largest international business expo in
                                help them research, visualise and plan their next business   Planners Guide to a packed venue filled with                                                                                         Australia with over 750 exhibitors from 5 continents.
                                event in our region.                                         conference and meeting planners.                                                                                                     Participants can meet with key decision makers from all
                                                                                                                                                                    Join us and like-minded industry members as we work
                                                                                             It’s a great opportunity to come face-to-face and establish             together to strengthen our relationships with                facets of the business travel, meetings, incentives and
                                                                                             key relationships with the conference and meeting                       conference and meeting planners.                             corporate events industry. BEGeelong has coordinated a
                                                                                             planners who use to the guide on a regular basis.                                                                                    regional presence at AIME for more than 12 years.
                               T he guide offers a comprehensive overview of the            Location: Melbourne CBD                                                                                                           		      Location: Melbourne Convention and Exhibition Centre
                                conference venues, services and attractions on offer                                                                                                                                           		      Date: February 2020
                                to conference and meeting planners.                          Date: November 2019                                                     SSOCIATIONS FORUM
                                                                                                                                                                    A
                                                                                                                                                                                                                               		Participation cost: $3,500 (inc. GST)
                          		   Print run                                                     Participation Cost: Complimentary for Planners Guide                   NATIONAL CONFERENCE
                                                                                                                                                                                                                               		Includes two days exhibiting on a custom built stand.
                                                                                             advertisers (Up to 2 staff).                                  		
                                                                                                                                                             With a membership base of more than 600 including
                          		   1,500 copies                                                  $200 (inc. GST) for additional staff                            professional associations, industry bodies, special cause
                          		   2,500 digital copies via branded USB’s                                                                                        groups and charities this two day trade shows offers great        		      PROGRESSIVE LUNCH
                                                                                                                                                             opportunities for forging new relationships within this           		Get up close and personal with 40 conference and
                          		   Distribution
                                                                                                                                                             sector.                                                              meeting planners whilst enjoying a progressive lunch
                          		   • N
                                  ational trade shows including: Asia Pacific Incentives                                                                                                                                         across three venues in the Melbourne CBD. This is a great
                                                                                                                                                           		       Location: National Convention Centre, Canberra
                                 & Meetings Expo (AIME); Associations Forums National                                                                                                                                             opportunity to discuss your product directly with key
                                 Conference, Corporate PA Summit;                                                                                          		       Date: 15-16 July 2019
                                                                                                                                                                                                                                  decision makers.
                          		   • Familiarisations both corporate and trade media;                                                                          		       Participation cost: $1,750 (inc.GST)
                                                                                                                                                                                                                               		      Location: Various locations in Melbourne CBD
                                                                                                                                                           		       Limited to two businesses.
                          		   • Special events and opportunities during the year;                                                                                                                                             		      Date: March 2020
                          		   • Target audience sales appointments;                                                                                                                                                           		      Participation cost: $385 (inc. GST)
                                                                                                                                                           		       CORPORATE PA SUMMIT
                          		   • A stand-alone Planners Guide launch party.
                                                                                                                                                           		The Corporate PA Summit series has been running since
                                                                                                                                                              2005 and continues to prove that it is the country’s
                                                                                                                                                              leading PA and EA event. The PA Summit offers excellent
                                                                                                                                                              networking opportunities, attracting over 350 PA’s and
                                prospectus outlining specific investment opportunities
                               A
                                                                                                                                                              EA’s at this one day trade show.
                               will be distributed when sales begin.
                                                                                                                                                           		       Location: Crown Melbourne
                          		   Booking deadline: 28 June 2019
                                                                                                                                                           		       Date: 6 August 2019
                          		   Material deadline: 30 August 2019                                                                                                                                                                                       TAILORED FOR YOU…
                                                                                                                                                           		Participation cost: $1,500 (inc.GST)
                               Release date: November 2019                                                                                                                                                                                    BEGeelong offers a tailored familiarisation
                                                                                                                                                           		Participation is limited to six venues/services/experiences,
                                                                                                                                                                                                                                          program designed to expose decision makers to
                                                                                                                                                              two per trestle table.
                                                                                                                                                                                                                                              the product and services on offer in region.
                                                                                                                                                                                                                                              Opportunities will be made available to you
                                                                                                                                                                                                                                                                     throughout the year.

            24                                                                                                                                                                                                                                                                                25
2019/20 TIMELINE

                                                                                                                                                                                                                                                      KEEPING IN TOUCH
                                                                                                                              PREPARE
                                                                                                                              Summer Holidays are
                                                                                                                              coming... Let us know
                                                                                                                              what you’re up to.

                                                                                                                                 NOVEMBER:
                                                                                                                                 BELLARINE TASTE TRAIL                       FEBRUARY:
                                              JULY:                                                                              - Material deadline November 2019          MOORABOOL VALLEY
       MAY:                                                                                     SEPTEMBER:
                                              ASSOCIATIONS                                                                                                                   TASTE TRAIL
                                                                                                                                 BUSINESS EVENTS
       VISITING FRIENDS                       FORUM NATIONAL                                    OFFICIAL VISITOR                                                             - Bookings open February 2020
       & RELATIVES                            CONFERENCE                                        GUIDE & MAP                      PLANNERS GUIDE                                                                       REFRESH
       - Bookings open May 2019                                                                                                  - Release & launch November 2019           AIME                                     Check your
                                              - 15-16 July 2019                                 - Production September 2019
                                                                                                                                                                             - February 2020                         socials and
                                                                                                                                                                                                                      update images.

     2019                                                                                                                                                             2020

            JUNE:                                                 AUGUST:                                 OCTOBER:                    DECEMBER:                                     MARCH:                                  APRIL:
            MEMBERSHIP                                            OFFICIAL VISITOR                        BELLARINE                   OFFICIAL VISITOR                              MOORABOOL VALLEY
                                                                                                          TASTE TRAIL                 GUIDE & MAP                                   TASTE TRAIL                             INTERNATIONAL
            RENEWAL 2019-2020                                     GUIDE & MAP                                                                                                                                               TOURING ROUTE
                                                                  - Bookings open August 2019             - Bookings open            - Release December 2019                       - Material deadline March 2020
                                                                                                                                                                                                                            TRADE MANUALS
            VISITING FRIENDS                                                                                 October 2019
            & RELATIVES                                                                                                               INTERNATIONAL                                 PROGRESSIVE LUNCH                       - In market April 2020
                                                                  BUSINESS EVENTS
            - In market June-October 2019                                                                                             TOURING ROUTE                                 - March 2020                               to March 2021
                                                                  PLANNERS GUIDE
                                                                  - Material deadline
                                                                                                                                      TRADE MANUALS
            BUSINESS EVENTS                                          30 August 2019                                                   - Bookings open
            PLANNERS GUIDE                                                                      REMINDER                                 December 2019
            - Booking deadline 28 June 2019
                                                                                                Make sure you have
                                                                                                                                      TGGB INDUSTRY
                                                                                                a refreshed stock of
                                                                                                                                      CHRISTMAS PARTY
                                                                                                OVG’s & Maps
                                    TRAINING
                                                                                                before the School                     - November/December 2019
                                    Check in and                                                Holidays.
                                    get ‘business fit’.

26                                                                                                                                                                                                                                                    27
KEEPING
 IN TOUCH
         hen you’re on team tourism, we like to make sure you
        W                                                                US   TO YOU
        know everything you need to know, when you need                  Corporate communication channels and online resources
        to know it.                                                      for tourism industry stakeholders (that’s you!)
        We’ll keep in touch with you in loads of ways.
                                                                         • TWIT – ‘this week in tourism’ – our industry newsletter
                                                                         • This month in training
                                                                         • Industry site
        US   TO VISITORS                                                •	In person
	To show and share inspiration and information about the
                                                                 		      Let’s be social
  region for visitors.
        • Visitor site                                           			           tourismgeelongbellarine

        •	Consumer newsletter                                   			           geelong-otway-tourism
                                                                 		      tourismgeelongbellarine.com.au
		      Let’s be social
			           visitgeelongbellarine

			           visitgeelongbellarine
                                                                         BUSINESS         EVENTS GEELONG
		      visitgeelongbellarine.com.au                             	Connecting conference and meeting planners with the
                                                                   region to grow Geelong and The Bellarine as premier
                                                                   place to do business.
                                                                         • Visitor site
                                                                         •	Consumer newsletter

                                                                 		      Let’s be social

                                                                 			           BusinessEventsGeelong

                                                                                                                                     DESIGN BY: FRANK LANE #13515
                                                                 			           @BE_Geelong
Level 1, 48 Brougham Street
Geelong VIC 3220                                                 			           business-events-geelong
P 03 5223 2588
E info@tourismgeelongbellarine.com.au                            			           meetgeelongbellarine
tourismgeelongbellarine.com.au                                   		      businesseventsgeelong.com.au
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