1. Stephen Edge Kai Holloway Andrew Lai Tony Vo Vicky Wong

2. Introduction Market the Calgary Stampede to Sydney, Australia Strong cultural similarities Strong economic stability

3. The Calgary Stampede Founded in 1912 by Guy Weadick. Vision was to celebrate romance and authentic culture of Old West Evolved into the world famous 10 day Stampede Attracts 1 million during the 10 days, and 4 million yearly 2008 net income was $10.4 million

4. The City of Calgary As of April 2009, population of 1,065,450 5 th largest metropolitan area in Canada During 2007, 4.85 million visitors to Calgary and Area. 2.95 million stayed at least 1 night

5. Average length of stay

6. Visitors segmented into seasons Visitors to Calgary and area by season

7. Economy of Alberta Energy is Alberta’s main source of GDP Roughly accounts for $89.94 billion

8. Economy of Alberta $69.1 billion in exports. Crude oil accounts for $30.7 billion, or roughly 44% Only province to have financial net assets above 0 Third lowest unemployment rate at 6.6% Highest after-tax family income, median of $75,300. Canadian average is $61,800

9. Growth from 1999-2009

10. Australia’s Environment: Political Constitutional monarchy (Australia Act of 1986), with QEII as monarch, like Canada Very stable government Strong contemporary Australia-Canada relations: Gulf War (early 1990’s), East Timor (1999), Afghanistan Common international memberships: UN, Commonwealth, WTO, APEC (Asia-Pacific Economic Co-operation)

11. Australia’s Environment: Cultural Interpersonal values: + sincerity, modesty, humility, punctuality - pretentiousness Demographics:

12. Australia’s Environment: Cultural Geert-Hofstede cultural dimensions:  Very few cultural differences AustraliaCanadaChina PDI (Power Distance)363980 IDV (Individualism)908020 UAI (Uncertainty Avoidance) 514860 MAS (Masculinity)615450 LTO (Long-term Orientation) 3123118

13. Legal Environment Australian Law Federal Power Laws on trade TaxationCommerceDefence External affairs Immigration and citizenship State Territorial Power Anything else

14. Legal Environment Equal treatment of foreign firmsExcellent competition lawExcellent independent judiciaryStrict intellectual property protection

15. Business Environment Quarter Ended Change from previous year (%) Inflation over previous year (%) Unemployment rate (%) Dec 20092.02.15.6 Sep 20091.01.35.8 Jun 20090.31.55.8 Mar 20090.32.55.4 Dec 20080.63.74.5 Sep 20082.05.04.3 Jun 20082.74.54.2 Mar 20083.74.24.0 Dec 20073.93.04.4 Sep 20074.01.94.2 Jun 20074.42.14.3 Mar 20073.52.44.5

16. Business Environment Time zone is 10 hours ahead of GMT Corporate income tax = 30% No restrictions on trade related payments Low salaries for highly skilled labor Economic operating costs Comprehensive infrastructure at competitive prices Sydney is a global city at an affordable price

17. Business Environment Prefer win-win negotiation style Greetings relatively casual Very friendly Very matter of fact Appointment necessary

18. Business Environment Business attire conservative Presentations fact based Very direct Negotiations quick Decision making slow

19. SWOT ANALYSIS STRENGTHS - seasonality - excellent political relations - common language - Rodeo and Rocky Mountain getaway - few barriers to overcome to do business - Calgary Stampede celebrity appearances - Possibility of US excursion WEAKNESSES OPPORTUNITIESTHREATS

20. SWOT ANALYSIS STRENGTHS - seasonality - excellent political relations - common language - Rodeo and Rocky Mountain getaway - few barriers to overcome to do business - Calgary Stampede celebrity appearances - Possibility of US excursion WEAKNESSES - Distance - little to no prior exposure of our marketing campaign - existing Rodeo market in Australia - Canada and Australia may be too similar - High advertising costs OPPORTUNITIESTHREATS

21. SWOT ANALYSIS STRENGTHS - seasonality - excellent political relations - common language - Rodeo and Rocky Mountain getaway - few barriers to overcome to do business - Calgary Stampede celebrity appearances - Possibility of US excursion WEAKNESSES - Distance - little to no prior exposure of our marketing campaign - existing Rodeo market in Australia - Canada and Australia may be too similar - High advertising costs OPPORTUNITIES -Advertising outlets: billboards, radio, television, etc. - 46% of foreigners come to Calgary from July- Sept - partnerships - Sydney’s airport and excellent infrastructure - Australia’s strong economy THREATS

22. SWOT ANALYSIS STRENGTHS - seasonality - excellent political relations - common language - Rodeo and Rocky Mountain getaway - few barriers to overcome to do business - Calgary Stampede celebrity appearances - Possibility of US excursion WEAKNESSES - Distance - little to no prior exposure of our marketing campaign - existing Rodeo market in Australia - Canada and Australia may be too similar - High advertising costs OPPORTUNITIES -Advertising outlets: billboards, radio, television, etc. - 46% of foreigners come to Calgary from July- Sept - partnerships - Sydney’s airport and excellent infrastructure - Australia’s strong economy THREATS -Australia’s existing rodeo cannibalizing our marketing efforts - Australia’s strong dollar

23. Marketing The Product: 10 Day trip Fly from Sydney Australia to Vancouver to Calgary Includes a guided tour of the Calgary Stampede Banff, Jasper and Edmonton Includes meals, accommodations, Stampede tickets, etc. The Price: $2,075.00 CAN plus airfare

24. Positioning Family Fun Trip: Adults aged 30-55 with children aged 3-17 Annual household income $80 000 plus Adventure Alberta Trip: Young adults, aged 18-29 Mostly students and young professionals The key difference is the group dynamic that each tour will take on

25. Promotion Advertising efforts will focus on raising awareness of the Calgary Stampede amongst our target market. Family Fun Trip: Place ads in the Sydney Morning Herald Readership is 480 000 per issue, mostly people aged 30-49 with annual income above $120 000 Adventure Alberta Trip Sydney 2-Day radio station 9.8% market share and most listeners are 18-29 Billboards around areas frequented by young people Kings Cross Areas downtown Sydney

26. Promotion Cross Promotion: Advertising the Calgary Stampede at Australian Country and Western Events. Coast Country Music Festival and the All Australian Jamboree Timing: Commence promotional effort for the Stampede on January 1 st This allows adequate time to increase awareness and for people to book their trip

27. Distribution Website: Will provide a complete list of what is included in the trip Will allow people to book online and pay with credit card or internet banking. Will provide a 1-800 number for people to call for more information Affiliated Travel Agents: We will partner with travel agents, such as Flight Center, to allow people to book in person

28. RISKS AND MITIGATION RISKMITIGATION - Presence of domestic Rodeo’s which may act as substitutes - Emphasize Calgary Stampede claim to being world’s largest outdoor rodeo - Calgary Stampede’s star power - Close proximity to many other tourist attractions

29. RISKS AND MITIGATION RISKMITIGATION - Canada and Australia may have too much in common - July is Australia’s winter and Canada’s summer - Stampede tour package which includes Banff and Jasper as an optional excursion

30. RISKS AND MITIGATION RISKMITIGATION - Exchange rate risk - Canadian firm can enter into foreign exchange contracts for the interim period, effectively eliminating exchange losses.