7
I N D U S T R Y N E W S
"The international tourism dollar
will be dispersed Australia-wide with
games to be held in major cities around
the country. Our challenge is to
encourage international visitors to take
holidays beyond the rugby field to
ensure all of Australia shares the
tourism dollar.
"In addition, over 1.3 billion viewers
are expected to watch the Cup on TV,
providing an enormous opportunity to
showcase Australia as a sporting and
holiday destination."
ENTSCH
TO ASSIST WITH
TOURISM ISSUES
INDUSTRY,TOURISM AND RESEARCH
Parliamentary Secretary Warren
Entsch has been tasked to assist
Federal Tourism Minister Joe Hockey
with regional tourism issues and the
development of the government 10-year
strategy for tourism in Australia.
"Warren has a terrific feel for
regional Australia and he'll make a very
valuable contribution to the formation
of our 10-year strategy for developing
tourism," said Minister for Industry,
Tourism and Resources, Ian Macfarlane
in welcoming his support and acknowl-
edging Mr Entsch's years of experience
in dealing with regional tourism issues.
Industry News
MARKETING SURVEY
REVEALS
STRONG EVENTS SPEND
A MARCH 2002 SURVEY CONDUCTED BY FAIRFAX
Business Research
(and published in BOSS magazine) reveals an interesting trend in events
spending by corporate Australia.
In an average marketing budget of over $2 million, events spending
(inclusive of sponsorship and event management) takes the second highest
share (average of $264,000 for 2001/2), slightly above direct mail and broadcast
advertising, but well below the biggest marketing spend print advertising
(which took a 30 per cent share of the total budget for 2001/2).
Over the next two years, events spending will hold its own, increasing
marginally by a forecasted 1.0 per cent in the next 12 months and 2.2 per cent
for 2003/4 (to reach a projected average of $307,548 by 2003/4).
Spending on email, outdoor advertising and web advertising are predicted
to experience the greatest expenditure increases. Print advertising, public
relations and corporate philanthropy are predicted to experience the greatest
drops in percentage terms.
Although these figures are across all industries, there are major variations
between industries. For example, the wholesale and retail sector has the largest
marketing budget average (over $4.3 million) with almost half going into print
advertising, but only 3.2 per cent on events.
The trends in outsourcing also prove interesting reading for our industry.
In terms of the major marketing functions, Advertising creative/broadcast
is the most likely to be outsourced, and event management the least likely.
71 per cent of marketing directors indicated that event management is not
outsourced and with no plans to do so, 4.3 per cent don't outsource currently,
but consider doing so within the next year, 2.2 per cent outsource currently but
are considering bringing it back in house, and 22 per cent outsource and do not
plan to change.
The full summary of the survey can be read on the Boss website
www.boss.afr.com.au.
