04-Mar-2009 | Tasmania was the talk of the tradeshow at the Asia Pacific Incentives and Meetings Expo (AIME) in Melbourne in February. Narrowly missing out on winning the title of “best display”, out of 868 exhibitors and 55 exhibiting countries, Tasmania’s custom built stand truly launched the destination into a new league.
The display, at 60m2, was bigger than it has ever been in the past and had more TCB members flying the flag for their organisations than ever before. The entertainment area at the front of the display, set up as a swanky Hobart bar, had Waji Catering preparing and serving tastings of fine Tasmanian produce, while Andrew Stack from Moorilla wowed the crowds with tastings of Moorilla’s pinot and riesling. Needless to say – Tasmania’s stand drew the crowds!
Not only was Tasmania’s display the biggest ever, the tradeshow itself drew record numbers. Exhibitor numbers were up 5.5% on last year and a record 3,584 trade visitors, including 467 hosted buyers, visited the two- day event (up 9.6%).
In addition to the drawcard of fine food and wine, the TCB carried out a pre-AIME marketing campaign that proved very successful. An email was sent to the full TCB client database in the week leading up to AIME with a survey attached. Clients that filled in the survey and brought it into the Tasmania display at AIME went into the draw to win a 10-day Tasmanian Adventure! Clients that weren’t going to AIME could email the survey back to go into the draw to win a hamper of delicious Tasmanian products and produce.
Nearly 100 surveys were received and are now being summarised by Clemenger. The market intelligence will be used to assist the TCB in overcoming any misconceptions about Tasmania and honing in on Tasmania’s biggest drawcards.
So who created the display that everyone is talking about? TCB member Red Arrow designed and built the display, while new TCB member Tiger Media created the art work and the show-reel. They should be congratulated – with a relatively small budget the Tasmania display knocked everybody’s socks off and certainly generated a lot of business for Tasmania.
Next year, with increased interest from members, the TCB stand is set to be bigger still. To find out how to be involved and generate leads for your business come along to one of the TCB member functions in March and hear, from the members who participated this year, why this is a not to be missed opportunity.
10th March, 6.30 – 8 PM Launceston
12th March, 6.30 – 8 PM Hobart
For more information contact Claire Bennett via email or phone (03) 6224 6852.
Here’s what some of the TCB members had to say:
"The whole look, feel and energy on the stand was brilliant - a great improvement on past years and easily setting the scene for clients to confidently book Tasmania."
Ralph Freckelton – Hotel Grand Chancellor Hobart
"Thank you to you for all your efforts putting together the “Team Tassie” stand. The team here at the hotel all commented on how great the stand looked and how well it dragged in the punters. This was AIME number three for me and the stand was by far the best it has been."
Andrew Best – Hotel Grand Chancellor Hobart
“As a Hosted buyer at AIME this year, I was involved with many appointments at the various stands of exhibitors from NT, QLD and New Zealand in particular, although I did visit many other exhibitors. Naturally I visited the colleagues I had who were part of the Tasmanian exhibit, and hence formed an opinion about how well the Tasmanian stand compared with other States. Quite simply, it stood out as a must visit destination (ie the stand as well as the State!). Consequently I referred a number of buyers from overseas and mainland Australia I met during AIME to the Tassie stand, mainly on the basis that they should taste our wine and sample our fine foods if nothing else. Let me say that I was quite proud of how Tasmania and its industry members were showcased to prospective visitors to the State. I am now working out how I might be involved next year.”
Phil Holmes - Convention Wise
Membership and Communications Manager