Mid North Coast Event Network

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Mid North Coast Event Network

• Collaborative Marketing
• Presentation by
• John Allen
• On behalf of Tourism New South Wales

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BENEFITS OF AN EVENT NETWORK

• Networking
• Sharing of information, training and resources
• Improved coordination of event calendars and
  programs
• Greater lobbying effectiveness
• Opportunities for sharing of traineeships and
  volunteers
• Collaborative marketing

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COLLABORATIVE MARKETING

• Collaborative marketing is the collective
• pooling of marketing efforts, information and
• intelligence in order to bring a combined
• product/s to a greater audience at a more
• economical cost to participants

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ADVANTAGES OF COLLABORATIVE MARKETING

• Collaborative Marketing can
• Provide critical mass of programs/activity
• Extend budget and spend
• Pool marketing intelligence and research
• Access new markets
• Attract additional funding and support, e.g
  councils, sponsors, tourism authorities

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KEY REQUIREMENTS FOR COLLABORATIVE MARKETING

• Commonality of location, content, timeframe,
  audience
• Willingness to participate
• Opportunity for participants to contribute to the
  development and implementation of programs

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EXERCISE
In groups of three, think of an example of
collaborative marketing that you know of or that
you have been involved in. What made it work, and
what were the major challenges.
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SOME EXAMPLES OF COLLABORATIVE MARKETING

• Bathurst Autumn Colours
• Discovery After Dark Sydney
• Victorian Spring Racing Carnival
• Albury-Wodonga Festival of Sport
• Tasmanian Public Art Trails
• Elvis Festival Parkes
• Tom Roberts Festival Inverell

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BATHURSTAUTUMN COLOURS
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• Royal Bathurst Show
• National Trust Heritage Week
• Hill End Historic Homes Open Day
• Autumn Heritage Festival
• BRED on the Bridge
• Gold Crown Carnival
• Life in a 1940s House
• Bathurst Craft and Gift Expo
• ..and much more!

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DISCOVERY AFTER DARK

• Stay Out Late
• With Sydneys Art History and Heritage

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From famous icons to little known
treasures, Sydney hosts a
feast of experience and cultural
expressions of who we are
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Whos involved? More than 30 venues are
participating including Australian Broadcasting
Corporation, Army Museum of Australia, Art
Gallery of NSW, Australian Centre of Photography,
Australian Heritage Fleet James Craig,
Australian Museum, Australian National Maritime
Museum, Government House, Hyde Park Barracks
Museum, Justice Police Museum, Museum of
Australian Currency Notes Reserve Bank of
Australia, Museum of Contemporary Art, Museum of
Freemasonry, Museum of Sydney, Powerhouse Museum,
Red Box Gallery Royal Botanic Gardens, S.H.
Ervin Gallery, St Marys Cathedral, State
Library of NSW, State Records Gallery, Susannah
Place Museum, Sydney Jewish Museum, Sydney
Hospital Sydney Eye Hospital, Sydney
Observatory, Sydney Town Hall, Sydney
Conservatorium of Music, The Lucy
Osburn-Nightingale Museum, The Macleay Museum
The University of Sydney, The Nicholson Museum
The University of Sydney, UTS Gallery The
University of Technology Sydney, University Art
Gallery Great Hall The University of Sydney.
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Highlights The Lord of the Rings Motion Picture
Trilogy The ExhibitionWhere Powerhouse Museum
Studio of Jorn Utzon Creating the Sydney Opera
House Where Museum of Sydney Life beyond the
Tomb death in ancient Egypt Where The
Australian Museum  
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BLUE ROUTE The Rocks, Circular Quay, The Domain
Macquarie Street ORANGE ROUTE Oxford Street,
Paddington and Darlinghurst RED ROUTE Pyrmont,
Darling Harbour and Ultimo
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COMBINED TICKET Tickets entitle entry for the
holder to over 30 of Sydney's venues, as well as
bus transfers between venues and a wide range of
live entertainment. CONNECTING
TRANSPORT Special buses will cruise around
continuously on three colour-coded routes where
ticket-holders can hop on and off the bus at
whichever venues they please.
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VICTORIAN SPRING RACING CARNIVAL
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• PROGRAM HIGHLIGHTS
• Special Race Meetings at Caulfield, Flemington
  and Moonee
• Valley Racecourses
• Melbourne Cup Carnival at Flemington
• Cranbourne Cup
• Myer Fashions on the Field
• Special country race meets at country
  racecourses
• Spring Racing carnival Extravaganza at
  Federation Square

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A Summer Festival of Sport including
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TASMANIAN PUBLIC ART TRAILS
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Mythical creatures, community legends and
gateways into parallel dimensions are only a part
of what Tasmania's public art offers the curious
explorer. Whether you find yourself in a wild,
remote outpost, a secret inner-citylane or a tiny
park tucked away in suburbia - our artists have
been there before you, transforming their
imaginations into tangible, touchable splendour.
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"Still Life Mk 2" - 2003 Curtis
Hore Steel North West Institute of TAFE,
Burnie. "Bloom" (detail) - 2002Ian
BondeSteelUlverstone High School, Ulverstone.
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ELVIS FESTIVAL PARKES
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• SPECIAL FESTIVAL TOURS
• The Dish Radio Telescope
• Alpaca and Lavender Farms

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TOM ROBERTS FESTIVAL INVERELL
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•  TOURS
• Tom Roberts Heritage Tour
• Tinghas Wing Hing Long Tour
• Inverell Hetitage Street Walk
• Ashford Day Tour
• Myall Creek Memorial Guided Walk
• Nhunta Karra Kara Track
• Wandella Open Garden

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EXERCISE
In groups of three, discuss what areas of
commonality that you might have with other
festivals or events in your region, and what
opportunities there might be for collaborative
marketing with them.
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FORMS OF COLLABORATIVE MARKETING

• Shared calendar of events
• Cross promotion at event sites
• Pooling of mailing lists
• Combined marketing initiatives including
• - advertising
• - websites
• Supertickets
• Trails or themed journeys

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STEPS IN COLLABORATIVE MARKETING

• Identify an area of commonality e.g.
  geographical, timeframe theme, audience
• Identify potential partners in this same area
• Form a group/committee, and decide on parameters
  of budget, timeframe etc
• Seek external partners who may be able to help
  extend your budget and reach
• Devise and implement a collaborative marketing
  plan