MICE Presentation Quarter 2 Results (June, July, August) Beck Morley Destination Port Stephens

Goals and Objectives PEOPLE PRODUCT SALES MARKETING PR / MEDIA MICE PLAN OVERVIEW

1. Membership 2. Enquiries and Conversion 3. Database Build and Reach 4. Client Relations Sales Overview MICE PLAN Sales Actions

MICE PLAN Sales Results ENQUIRIES AND CONVERSION Business Leads (warm) – 8 enquiries valued at $1,333,845 (2275 delegates) Business Won – ARTN, Funeral Directors and Prostate Cancer Alliance Business Leads (cold) – 28 enquiries valued at $18 million (16,500 delegates) QBT Tradeshow – 75 leads for MICE PS members to follow up directly ABEE Leads – 97 leads for MICE PS members to follow up directly Altogether Perfect Famil – 27 contacts MICE PS members to follow up directly

MICE PLAN Sales Results ENQUIRIES AND CONVERSION PLEASE NOTE:- Estimated total value – two studies. 1.Conference / multi day meetings with accommodation. This is calculated based on the guidelines from AACB. Set estimated value of $377 per domestic delegate. 2.BTR Meetings Make Their Mark – Average daily expenditure per delegate per part day value of $58 per domestic delegate.

MICE PLAN Sales Results DATABASE INTEGRITY, BUILD AND REACH Database total and opportunities to build (qualify process) Existing contacts Database sharing – Newcastle and Hunter Valley (7000 respectively) providing co-operative means to access their databases with intent to build ours Opportunities to build also through new memberships MEA, BES, HBC

MICE PLAN Sales Results CLIENT RELATIONSHIPS Sales calls conducted in Sydney in August in association with buyers at ABEE Site inspections; ARTN formal site inspection

1. Branding2. Website Statistics 3. Collateral 4. Electronic Database Management Marketing Overview MICE PLAN Marketing Actions

MICE PLAN Marketing Results BRANDING Launch UNCONVENTIONAL branding Launch “Teach Me”, “Thrill Me” and “Pamper Me” itineraries

MICE PLAN Marketing Results REGIONAL BRANDING Launch “Altogether Perfect” Branding Eblast for Famil Looking to get commitment for this branding for all future activities

MICE PLAN Marketing Results WEBSITE STATISTICS Website stats June, July, August Priority to redevelop MICE page – website brief submitted

MICE PLAN Marketing Results WEBSITE STATISTICS – June, July

MICE PLAN Marketing Results WEBSITE STATISTICS – July, August

1. Editorial2. Relationship with Media 3. MICE Media Famils4. Media Event PR / Media Overview MICE PLAN PR / Media Actions

MICE PLAN PR / Media Results EDITORIAL Dedicated stories from media releases valued approx. $34,328 Dedicated stories in key MICE publications and online sites including eGlobal, BEN, The Nibbler, etravelblackboard.com, Travel Daily News Dedicated stories created in this quarter – 4 in total – new products (including The Retreat, Tamboi, Moonshadow), Famil publicity, Vimeo video, Jetstar and Port Stephens airport (which we borrowed) Focus for this quarter:- Launch of “Unconventional” MICE branding, Vimily, ARTN / confirmed business, business events moves from domestic to international focus with tradeshow

MICE PLAN PR / Media Results EDITORIAL SAMPLES

1. Better Knowledge and Insight 2. Professional Development 3. Exposure to key industry identities 4. Port Stephens Ambassadors People Overview MICE PLAN People Actions

MICE PLAN Product Result LAUNCH AND RELAUNCH Launch of new products > something new ie Tamboi Queen fishing adventure packages, Moonshadow Odessy, The Retreat Camping Conferencing Welcome to new members (typically outside MICE sphere) ie Butler’s Events Open dialogue with support services who supported the famil (Fordtronic, Opulent Events), professionals in their own right but add to MICE product offering as a destination. Helps operators and delegates.

MICE PLAN Product Result REGIONAL PARTNERSHIP Working at all levels with Newcastle and Hunter Valley to ensure best value for PS MICE members ie Demand Building Funding for MICE promotion 2014 Combined product and promotion such as Altogether Perfect Famil allows for intergrity with buyers and genuine interest for 3 areas; different products, different experiences Regional partnership is introducing Port Stephens to key stakeholders in the MICE sphere ie ABEE joint booth, joint publicity and bids for all 3 areas

1. Better Knowledge and Insight 2. Professional Development 3. Exposure to key industry identities 4. Port Stephens Ambassadors People Overview MICE PLAN People Actions

MICE PLAN People Result BETTER KNOWLEDGE AND INSIGHT Better knowledge of logistics for delegates Information imparted onto delegates is accurate & consistent, more professional as a destination Fostering closer ties and referral opportunities amongst operators Cross promotion – no competition as such

MICE PLAN People Result PROFESSIONAL DEVELOPMENT Professional development – opportunity for accredited courses are available to members MEA membership entitles us to Professional Development seminars ie Sales Seduction Provision of webinars, e books etc that provide opportunity for education and excellence

MICE PLAN People Result EXPOSURE Exposure to key industry identities through tradeshows and famils Decision makers – client relation apppointments that we wouldn’t otherwise have had because we are seeing them as a region (efficencies of scale) Builds confidence with our operators on theirs and others products & benefits Improved face to face exposure to MICE buyers – start talking the talk!

September, October, November 2013 What Next? Sales Calls – Sydney, Regional (ongoing) MEA professional development courses and speakers Altogether Perfect Famil – 12 th to 14 th September x EDMs scheduled – please supply information MICE rebrand and roll out – UNCONVENTIONAL! Office Tradeshow, Sydney – 15 th to 17 th October 2013 Grant submissions for additional MICE funding ✓ ✓ ✓ ✓ ✓ ✓ ✓

FROM LITTLE THINGS, BIG THINGS GROW… WHAT CAN YOU DO TO MAKE THE MOST OF YOUR MICE MEMBERSHIP? Celebrate with us the fact that we have had some confirmed bookings come through MICE PS! Turn quotes or requests around as quickly as possible and please remember to send me a copy! Reinforce our brand – use Facilities Guide and templates to support your MICE proposals Provide media releases / information on anything new ie product, people, packages etc using the PR template Come as an exhibitor or visitor to the “Office” tradeshow in Sydney on 15, 16, 17 October Provide feedback on how we can improve – research, other destinations, articles etc – we love it! Use Destination PS as referral system to help support other operators, encourage more members Send through high res images with captions so we can forward to MICE media in support of stories Think about the value you have received from your MICE membership; renewals Mar 2014

Questions? Thank you Beck Morley Destination Port Stephens