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Convention Bureau Marketing Summary
The Gold Coast Convention Bureau has achieved significant outcomes in the domestic and South East Asian markets over the past 12 months, and our tactical expansion into China and India has progressed to plan.
With a renewed strategic and resource focus on bid development and conversion, we have become a more aggressive competitor in the association bidding arena. This was evident with our International Congress and Conference Association (ICCA) global ranking improving by 49 spots from 202 to 153 on the influential scale of serious congress destinations.
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The Gold Coast’s international reputation was further enhanced when our bid to host the prestigious ICCA 2013 Conference was short listed with Shanghai and Houston. Despite Shanghai winning the 2013 bid, we were able to establish a new level of credibility for the city amongst the world’s professional conference leaders.
We have enhanced the quality and quantity of internal research processes, leading to greatly improved efficiency in our sales and bidding efforts. Similarly, the establishment of working relationships with Gold Coast and Brisbane based universities has proven very effective in converting association bids into business for the city.
Finally, our commitment to generating wide MICE media coverage has been well executed, with every key industry media outlet covering Gold Coast products, events, features or themes throughout the year as a result of our proactive story pitching and content distribution strategy.
