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BRISBANE
MARKETING
ANNUAL
REPORT 07/08
Cover image: City lights reflecting on Brisbane River by Steven Lippis
2
This page: Reddacliff Place installations in front of Conrad Treasury Casino by Gabriel Kaszab
CONTENTS
Foreword from the Lord Mayor 04
Foreword from the Chairman 05
From the CEO 06
Who We Are 08
Our People 10
Members 12
Business Sectors 14
Looking Forward 30
Digital Strategy 32
Emerging Music 33
Key Performance Indicators 34
Board Members 36
Corporate Governance 38
Executive Profiles 40
Financial Statements 41
3
FOREWORD
FROM THE LORD MAYOR OF BRISBANE, CAMPBELL NEWMAN
How a city is perceived by its visitors is often how its reputation is formed. This demands that we place business and leisure tourism at the
centre of what we do.
The city’s tourism and investment attraction agency Brisbane Marketing is undergoing a coming-of-age. In the last year it has
produced wins in key areas, helping to establish Brisbane’s reputation.
The team has worked in an integrated way with private investors and different levels of government on the Regional Tourism
Investment and Infrastructure Plan (RTIIP). Amongst other aspirations for the city, the plan recognises the need for improvements to
transport and low-impact infrastructure to realise the potential of Brisbane and particularly the Moreton Bay and Islands region.
Furthermore infrastructure planning has been coupled with marketing to create strong and cohesive Moreton Bay Festival brands.
Under these umbrella campaigns, the many activities of the region will combine to draw visitors and put the region on the map.
Finally, the launch of Export Brisbane under Brisbane City Council’s Sister City program will not only expand Brisbane’s overseas
markets, but increase the number of business events and flow of visitors back into our city. Export Brisbane has begun to position
our city as an international leader in sustainability, education and technology.
With these and other exciting initiatives underway, I look forward to Brisbane Marketing helping to shape Brisbane’s world class reputation.
4
FROM THE CHAIRMAN, IAN KLUG
Brisbane is now competing on the world stage for investment, tourism and conventions - not just against our traditional rivals Sydney
and Melbourne, but also with cities like Hong Kong, Singapore, London and Seattle.
This is one of the reasons why economic development is so important - because without it we cannot compete. Brisbane needs
infrastructure so we can attract major events looking for a venue and global businesses looking for their next location. We need more
hotel rooms and a recognisable brand – a genuine platform from which to sell our capabilities to the world.
The Gallery of Modern Art (GoMA) and its blockbuster exhibitions provide a wonderful example of how Brisbane can use its resources to
place its name on the world map and associate its brand with the positive and progressive stories which can be found all over our city.
From science breakthroughs to world-leading computer games, we want these stories to be told to make our residents feel proud and
make the world take notice.
In these economic times we must see the opportunities. We have a healthy business community and one of the most optimistic outlooks
in the world – we must use these assets to continue to promote and position our city.
Brisbane Marketing is fortunate to enjoy the continued support of the Lord Mayor and Brisbane City Council and has the pleasure of
working with other agencies, stakeholders, members and corporate partners to make Brisbane a better place in which to live and work, to
be entertained and to be successful.
2007-08 has been a challenging year for Brisbane Marketing, testing our people and their resourcefulness. They have performed admirably
and delivered outstanding results for the year. I would like to acknowledge the efforts of our CEO John Aitken and his enthusiastic and
professional team of people and the continued support of a talented and independent Board of Directors.
5
FROM
THE CEO
Having been Chief Executive Officer for only four months to the end of June an honour to work as part of this dynamic team and together we look forward
2008, it is the team at Brisbane Marketing which should be justifiably proud of to delivering the great outcomes Brisbane deserves.
the results achieved for 2007-08.
In the last financial year we know Brisbane held its position as the most
Against a very challenging market, Brisbane Marketing delivered most popular Queensland destination for both international and domestic visitors –
business objectives and achieved an operating surplus of $1.5 million, due in attracting 897,000 and 4.6 million respectively.
part to the phasing of a number of key projects held over to the new
But we can’t take this for granted. Brisbane’s interstate and international image
financial year.
has a direct impact on business investment opportunities and tourism
These funds (net of $100,000 transfer to reserves) have been specifically potential. That’s why it’s vital for Brisbane Marketing to continue to take the
earmarked for investment in projects which will create value over the longer lead in positioning and promoting Brisbane as an emerging and desirable
term and will be reinvested to achieve our vision for 2008-09. Australian destination for leisure and business to maintain sustainable
economic growth.
The outstanding financial result for 2007-08 was achieved through tight
financial control, a determination to drive value from each promotional dollar Recently, Brisbane Marketing consulted widely with stakeholders and business
through working with our partners and a hard-nosed re-assessment of our leaders on how Brisbane should be positioned. Now the process of
priorities. We are confident our plans for 2008-09 and beyond will maximise engagement has begun, it is crucial we continue to develop and share plans
the investment we make in positioning and promoting Brisbane and its with our business partners in the best interests of our city and its future.
surrounding areas. Our strategies will be focused, targeted, well-researched
I look forward to the many challenges ahead.
and highly relevant to our business partners.
John Aitken
We intend to achieve sustainable economic growth in targeted sectors in line
Chief Executive Officer
with the priorities of the Brisbane Economic Development Plan 2006-2011 and
the aspirations of our partners.
The second half of 2007-08 proved to be a period of consolidation as Brisbane
Marketing increased its efforts to be an ‘employer of choice’.
Despite the uncertainty which inevitably follows major periods of change, I
remain impressed by our staff’s passion, commitment and customer focus –
strengths we are determined to build on in the years ahead. It’s a pleasure and
6
OVER THE COMING YEAR, BRISBANE MARKETING WILL FOCUS ON
OVER THE THE FOLLOWING PRIORITIES:
• Increasing leisure tourism to Brisbane and surrounds through promotions
COMING and new product development.
• Positioning and promoting Queen Street Mall as Queensland’s premier
YEAR retail precinct, a vibrant city heart with increased events and promotional
activity.
• Meeting the increasing demand for information from local residents and
visitors through the Brisbane Visitor Information Centre.
• Attracting business events through the Brisbane Convention Bureau to
increase economic benefit to Brisbane. In 2008-09 bid wins by Brisbane
Convention Bureau are expected to represent over 484,000 delegate days
and $41 million in economic value to Brisbane.
• Invest Brisbane, the inward investment division of Brisbane Marketing, will
continue to attract, encourage and retain business investment in the city.
• The Major Events Brisbane unit will support Brisbane as an exciting
destination by further developing and leveraging existing events and
assist in securing at least eight major events, attracting more than 400,000
attendees.
• Export Brisbane will be established to work with ‘export ready’
organisations in targeted sectors.
7
WHOWE ARE
BRISBANE MARKETING IS A WHOLLY-OWNED
SUBSIDIARY OF THE BRISBANE CITY COUNCIL AND THE
OFFICIAL MARKETING AUTHORITY FOR THE GREATER
BRISBANE REGION. IT OPERATES AS A NOT-FOR-PROFIT,
PROPRIETARY LIMITED COMPANY AND IS:
• the Regional Tourism Organisation (RTO) for the local governments of the
greater Brisbane area;
• the official inward investment agency for Brisbane;
• the Convention Bureau for Brisbane;
• the lead agency promoting the Queen Street Mall and Brisbane’s CBD as the
state’s premier retail precinct;
• a channel for attracting and leveraging major events; and
• the official export development agency for Brisbane.
OUR STRATEGIES
Brisbane Marketing is a key stakeholder in driving Brisbane City Council’s
Economic Development Plan and vision for the city - Living in Brisbane 2026. It
leads the Marketing the city and Investment and jobs attraction strategies for the
city’s future and plays a major role in delivering the Productive precincts, Workforce
availability and capability, and Export market development strategies. Brisbane
Marketing is also responsible for delivering Outstanding City Profile – one of the
key outcomes of Living in Brisbane 2026.
Brisbane Marketing strategies also form part of the Queensland Tourism Strategy OUR VISION
(QTS) ten year plan for sustainable tourism, the Destination Management Plan for
TO BE RECOGNISED AND VALUED BY OUR
Brisbane (2007-2010) and the Destination Management Plan for Tourism in South East
STAKEHOLDERS AS THE LEADER IN
Queensland Country (2007-2010). POSITIONING AND PROMOTING BRISBANE
OUR VALUES AS AUSTRALIA’S EMERGING GLOBAL CITY.
Brisbane Marketing is passionate about promoting Brisbane. The organisation
OUR MISSION
works in close partnership with key government and corporate stakeholders and
is driven by measurable, commercial outcomes and the following values: TO PROMOTE BRISBANE AND ITS
SURROUNDS TO LOCAL, NATIONAL AND
• Leadership INTERNATIONAL AUDIENCES TO ACHIEVE
• Effective relationships SUSTAINABLE SOCIAL AND ECONOMIC
• Industry relevance BENEFITS FOR THE LOCAL COMMUNITY,
• Being commercially driven RESIDENTS AND BUSINESSES.
• Customer focus
• Community mindedness
• Sustainability
• Researched, focused and targeted strategies
8
9
10
BRISBANE MARKETING’S GOAL TO BE A STRONGER,
OUR PEOPLE COMMERCIALLY-FOCUSED BRAND ADVOCATE IS
UNDERPINNED BY AN INNOVATIVE, TALENTED AND
PASSIONATE TEAM.
In 2007-08, the organisation employed 60 people and was supported by
more than 60 volunteers at the Visitor Information Centre.
Brisbane Marketing embarked on an ambitious program in 2007-08 to
recruit the best possible talent to fill key roles and welcomed the
appointment of CEO John Aitken in February 2008.
In 2008-09, a human resources manager will be appointed to improve the
focus on training and development, workplace health and safety and
internal communication. A program is being developed to recognise and
encourage staff participation in sustainable practices, local charities and
community welfare. This program, amongst others, will ensure Brisbane
Marketing delivers on its goal to be an employer of choice.
WORKPLACE HEALTH AND SAFETY
Brisbane Marketing interacts with a wide range of stakeholders including
employees, contractors, business visitors, volunteers and the public and
conducts its business in a number of locations that carry varying levels of
risk. During 2007-08, the organisation reviewed its risk potential to
BRISBANE MARKETING STAFF workplace health and safety throughout its operations and developed a
2007-08 comprehensive risk management plan that identifies and rates potential
Management 5 workplace, health and safety risks. Strategies to mitigate these risks are in
Administration 7 place, led by education, training and increased awareness.
Operations 48
The Queen Street Mall is one area of identified risk with 544 live events
Total: 60
conducted in the Mall during 2007-08. The Queen Street Mall team has a
Visitor Information
thorough risk management plan and set procedures for its operations designed
Centre volunteers 60
to safeguard the public and performers around staging and other activities.
Brisbane Marketing conducts regular workplace health and safety inductions
for its employees, contractors and volunteers.
In 2007-08, no time was lost due to workplace injuries.
11
OUR MEMBERS
VE DEMONSTRATE
MORE THAN 550 PUBLIC AND PRIVATE SECTOR ORGANISATIONS HAVE DEMONSTRAT D THEIR PASSION
A MARK
FOR BRISBANE BY PARTICIPATING AS MEMBERS. BRISBANE MARKETING IS PARTICULARLY GRATEFUL FOR
D IN-KIND CONTR
THE EXPERTISE, FINANCIAL AND IN-KIND CONT IBUTIONS ITS PARTNERS PROVIDE. THEIR SUPPORT,
A AND CREATIVITY AVE
ENERGY, IDEAS AND CREATIVITY HAV BECOME AN INTEGRAL PART OF THE WAY BRISBANE MARKETING
CONDUCTS BUSINESS TO DELIVER THE MOST EFFECTIVE OUTCOMES. BRISBANE MARKETING IS COMMITTED
CONDUCTS BUS
TO A REVIEW OF ITS MEMBERSHIP AND PARTNERSHIP PROGRAMS IN 2008-09 TO ENSURE IT REMAINS
INDUSTRY LED AND CONTINUES TO DELIVER THE COMMERCIAL OUTCOMES PARTNERS ARE SEEKING.
MARKETING PARTNERS
NG
BRISBANE MARKETING PARTNERS BRISBANE CITY COUNCIL | QUEENSLAND GOVERNMENT • INVEST BRISBANE PLATINUM CORPORATE PARTNERS
MARKETING PARTNERS:
RKETING PARTNERS
RTNERS
ERS NVEST BRISBANE PLATINUM CORPORATE PARTNERS:
INVEST PARTNERS:
OPTUS, CLAYTON UTZ • S GO CO O
S B RISBAN E GOLD CORP RATE PARTNERS
INVEST BRISBANE GOLD CO RPORATE PARTNERS: KPMG, CONICS, SAVILLS, TALENT2, SUNCORP, THE UNIVERSITY OF
BRIS BANE CORPORATE S
QUEENSLAND, QUEENSLAND UNIVERSITY OF TECHNOLOGY, GRIFFITH UNIVERSITY • INVEST BRISBANE SILVER CORPORATE PARTNERS MORETON BAY
INVEST BRISBANE SILVER CORPORATE PARTNERS:
REGIONAL COUNCIL, REDLANDS SHIRE COUNCIL, CITY OF IPSWICH, LOGAN OFFICE OF ECONOMIC DEVELOPMENT, BRISBANE TECHNOLOGY PARK •
CONVENTION MEMBERS:: ARIES TOURS | BASE BRISBANE EMBASSY | BOOFANUGS PTY LTD | BRETTS WHARF | BRISBANE CITY HALL | BRISBANE
CONVENTION MEMB MEMBERS
CONVENTION MEMBERS OOFANUGS LTD BRETTS WHARF BRISBANE CITY HALL BRISBANE
NE INTERNATIONAL-VIRGINIA PALMS BRISBANE MARRIOTT HOTEL BRISBANE
CONVENTION & EXHIBITION CENTRE | BRISBANE CRUISES | BRISBANE INTERNATIONAL-VIRGINIA PALMS | BRISBANE MARRIOTT HOTEL | BRISBANE
O CONFERENCE CENTRE BROOKWATER GOLF CLUB
POWERHOUSE | BRISBANE TECHNOLOGY PARK - TECHNOLOGY & CONFERENCE CENTRE | BROOKWATER GOLF CLUB | CARILLON CONFERENCE L
ARILL N ONFERENNFE
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ENTRAL
CREST APARTMENTS CENTRAL SUMMIT APARTMENTS | CENTRAL WEST END APARTMENTS | CHALK
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LENNONS CHRISTIE CORPORAT CONRA REASUR BRIS
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FLOWERS | DREAMWEAVERS | DREAMWORLD | DRINX PTY LTD | EAST COAST CAR RENTALS | EMPORIUM HOTEL | EVEN PLANNERS AUSTRALIA |
EVENT PRODUCTION MANAGEMENT CUGIFTS PTY EXHIBITION HIRE SERVICE EXPER
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EVENT PRODUCTION MANAGEMEN | EVENTCORP PTY LTD | EXECUGIFTS PT Y LTD | EXHIBITION HIRE SERVICE | EXP TISE EVENTS | GIANNI EVENTS
PORTSIDE HILLSTONE C S HOLIDAY N BRISBANE HOTEL GEORGE WILLIAMS
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KOORAL TEL RESORT LIMES HOTEL LO L EVENTS CONFERENCING MANT A O
KOORA BYN HOTEL RESORT | LIMES HOTEL | LOUD EVENTS & CONFERENCING | MANTRA SOUTH BANK | MERCURE HOTEL BRISBANE | MERCY
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NORTH QUAY PORT B VISITORS CENTRE QANTAS AIRWAYS QUAY W TES RIFFITH
UNIVERSITY QUEEN UGBY CLUB QUEENSLAND TURF CLUB
UNIVERSIT Y | QUEENSLAND RUGBY CLUB | QUEENSLAND TURF CLUB | QUEST RIVER PARK CENTRAL | QUT PRECINCTS - BRISBANE CITY | REGATTA CITY REGATTA
HOTEL R N S HOTEL BRISBANE RIVERGLENN RIVERL ADVENTURE CENTRE | RIVERSIDE HOTEL SOUTH BANK | RNA SHOWGROUNDS |
HOTEL | RENDEZVOUS HOTEL BRISBANE | RIVERGLENN | RIVERLIFE A N B RNA SHOWGROUNDS
R CR ATIVE ROYAL PARK HOTEL YDGES HB
ROBERT CLARK CREATIVE | ROYAL ON THE PARK HOTEL | RYDGE SOUTH BANK | SALLY BROWN CONFERENCE CONNECTION | SHIP INN | NFERENCE CONNECTIONS
SIGNATURE COACHES | SOFITEL BRISBANE | ST LEO’S COLLEGE | STAGING CONNECTIONS | STAMFORD PLAZA BRISBANE | STATE LIBRARY OF
S R COACHES SOFITEL BRISBANE LEO’S CO G STAMFORD PLAZA BRISBA
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SEBEL CITIGATE KING GEORGE SQUAR BR S N SEBEL SUITES BRISBAN
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CONFERENCE VENUE VICTORIA PARK GOLF C P X FUNCTION VENUE WALD
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FUNCTION CENTRE WATERMARK HOTEL N WIND
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D INTERNA O A O S O CENT NTRE
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ESSENTIAL MEMBERS:
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BREAKFAST BAGUETT RESTA T ESTAUR N
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CHA BER O COMMERCE | BRISBANE 2 BYRON | BRISBANE AIRPORT CORPORATION LTD | BRISBANE ARCA E | BRISBANE BACKPACKERS RESORT |
CHAMBER OF ERCC R SB
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BR SBANE BOTANIC GARDENS MT COOT-THA | BRISBANE BROCHURE DISPLAYS | BRISBANE CITY WEDDINGS | BRISBANE EN ERTAINMENT CENTRE |
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R BA ITER A
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B BUSINES NEWS UB ICATION PT LTD
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12
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VE EENSLA ORK’N’FORK
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GROUP XPERIENCES | COUNTRY ROAD | COXI STREETWEAR | C AFT INPR NT PTY LTD | CUISINE ON CUE | CUMMINSNITRO | D&D COLOUR PRINTING
GROUP XPERIENCES COUNTRY A COXI STREETWEAR CR
X TREETWEA
R IN
CRAFT INPRI T CUISINE CU
D’AGUILAR OUNTA N RETREA B&B DEEP SCUBA CENTRE DEPAR E
NTAIN
TA
A REAT E COMMUNITIES DEPO
| D’AGUILAR MOUNTAIN RETREAT B &B | DEEP SCUBA CENTRE | DEPA TMENT OF COMMUNITIES | DE T EMPORIUM | DI BELLA COFFEE | DINING
ENTERTAINMEN GUID PTY
ER MENT UIDE DIRECT MARKETING RESUL
OUT & ENTERTAINMENT GUIDE PTY LTD | DIRECT MARKETING RESULTS | DOLPHIN WILD ISLAND C DOLPHIN WILD ISLAND CRUISES | EAGLE HEIGHTS MOUNTAIN RESORT | ELIA
TOURS EMPORIUM TRADERS BODY CORPORATE ENCORE BU INESS TOURISM LTD EN
TOURS | EMPORIUM TRADERS BODY CORPORATE | ENCOR B SINESS TOURISM PTY LTD | ENDLESS SUMMER PUBLISHING | ENGINE GROUP | ESK SHIRE
COUNCIL EUROCENTRES BRISBANE EVENT EFFECTS (QLD) EVENT FIRST AID EXPLQ
COUNCIL | EUROCENTRES BRISBANE | EVENT EFFECTS (QLD) | EVENT FIRST AID | EX ORERS INN | FAMILY | FARM FANTASTIC | FERGIES PRINT & MAIL
FERRYMAN CRUISES BRIBIE ISLAND FFRENCH CONNECTION FIRST CARE D
| FERRYMAN CRUISES - BRIBIE ISLAND | FFRENCH CONNECTION | FIRST CARE DOCTORS | FLOATING IMAGES - HOT AIR BALLOON FLIGHTS | FLY ME TO
MOON HOT BALLOONING FOOTB BRISBANE FORWIN INTER
THE MOON - HOT AIR BALLOONING | FOOTBALL BRISBANE | FORWIN INTERNATIONAL INVESTMENT PTY LTD | FREESTYLE TOUT | FRIDAY’S BAR RESTAURANT
CLUB FUNATIX GABBA CENTRAL SERVICED APARTMENTS GALL
CLUB | FUNATIX | GABBA CENTRAL SERVICED APARTMENTS | GALLERY M | GAMBARO’S | GATEWAY VILLAGE RESORT | GATTON SHIRE COUNCIL |
EXHIBITION GHOST TOUR GILHOOLEYS IRISH
GCD EXHIBITION | GHOST TOURS | GILHOOLEYS IRISH PUB | GOANNA ADVENTURES | GOLD COAST HINTERLAND WINE COUNTRY ASSOC INC. | INC.
GOLDEN GONDOLA GOMAD MEDIA GRAPE EXPER
GOLDEN GONDOLA | GOMAD MEDIA | GRAPE EXPERIENCE TOURS | GREAT EXPECTATION! | GREEN TRIANGLE EXPERIENCES PTY LTD | GREYHOUND E PTY GR
AUSTRALIA MA N JUDD HOLDEN PERFO
AUSTRALIA | HLB M NN JUDD | HOLDEN PERFORMANCE DRIVING CENTRE | HOTEL CARINDALE | HUGHES CHAUFFEURED CARS - LIMOUSINES - GHES CHAUFFEURED CARS
COACHES GHIES GRAPE GOLF TOURS NCTUARY COVE
COACHES | HUGHIES GRAPE & GOLF TOU | HUXBURY QUINN | HYATT REGENCY SANCTUARY COVE | I.T MATTERS RECRUITMENT SERVICES PTY LTD
IAE NET-BRISBANE ICEBERG RANT BAR IL MONDO
| IAE EDU NET-BRISBANE | ICEBERG EVENTS | IL CENTRO RESTAURANT & BAR | IL MONDO BOUTIQUE HOTEL | IN2URBAN | INDIGO | INFLIGHT
MAGAZINE INSTITUTE
MAGAZINE | INSTITUTE OF MOD CHOICE FINANCIAL SERVICES PTY LTD | IPSWICH CITY COUNCIL | IPSWICH INTERNATIONAL |
MODERN ART | INTELLICHOICE FINA
PSWICH TOURISM R H MURPHY S IRONBARK
IPSWICH TOURISM | IRISH MURPHY’S | IRONBAR RIDGE VINEYARD | IZIT? ENTERTAINMENT | JADE BUDDHA | JAMES ST COOKING SCHOOL | JAMES
STREET MARKET JAN POWER’
STREET MARKET | JAN POWER’S FARMERS MARKETS | JASONS TRAVEL MEDIA PTY LTD | JENNY GASKELL | JO JO’S | JR DUTY FREE | JUCY RENTALS |
JUNE DALLY WATK
AL
JUNE DALLY-WA INS | KATH ROSE & ASSOCIATES MARKETING AND PR | KD PUBLIC RELATIONS | KEEP AUSTRALIA BEAUTIFUL COUNCIL (QLD) | KELLIES
ANTIQUES | KEY MERCHANDISE | KINGFISHER BAY RESORT & VILLAGE | KOOKABURRA INN | KOORINGAL TRADER | KOOROOMBA VINEYARD AND
IQ
ANTIQ E
LAVENDER FARM | LA BOITE THEATRE COMPANY | LA VIDA ON ANZAC | LADY ELLIOT ISLAND ECO RESORT | LAIDLEY SHIRE COUNCIL | LAKESIDE
LAV
GARDENS CAFÉ & FUNCTION CENTRE | LAMB ISLAND BED & BREAKFAST | LANGUAGE STUDIES INTERNATIONAL | LAVENDER HILL FARM | LIGHTHOUSE
RESTAURANT | LILLYDALE HOST FARM | LINDSAY BENNETT MARKETING | LIVE IT UP EVENTS | LOGAN CITY COUNCIL | LONE PINE KOALA SANCTUARY
| LONG AND RIGHT PTY LTD | LOOK CAFE BAR | M ON MARY APARTMENT HOTEL | MACARTHUR CENTRAL | MACETIME PTY LTD | MAIL MARKETING
TELEMARKETING SOLUTIONS | MAJOR BRISBANE FESTIVALS | MANLY CHAMBER OF COMMERCE INC | MANLY MARINA COVE MOTEL | MANTRA ON A
QUEEN | MARINE QUEENSLAND | MARQUE 1 | MAVERICK MARKETING AND COMMUNICATIONS | MCCANN ERIKSON ADVERTISING | MEDINAN MCCANN ERIKSON ADVERTISING
ROPOLITAN MOTOR INN MICHAEL O’BRIEN C
EXECUTIVE BRISBANE | MERLO COFFEE | METRO HOTEL TOWER MILL | METROPOLITAN MOTOR INN | MICHAEL O’BRIEN CATERING | MIRIMAR CRUISES
BARNEY LODGE COUNTRY RETREAT
| MORETON BAY ESCAPES | MR DAY TOURS | MT BARNEY LODGE COUNTRY RETREAT | MT GLORIOUS GETAWAY COTTAGES & CONFERENCE CENTRE
G MARKETING MULTIPLAY ENTE
| MULTIMEDIA LANGUAGES & MARKETING | MULTIPLAY ENT RTAINMENT PTY LTD | MUSTANG FLIGHTS | MYER BRISBANE CITY | N&N TOUR | NANANGO
RE COUNCIL NORTON CONSUL
SHIRE COUNCIL | NORTON CONSULTING GROUP | NOVA 106.9FM | OAKLEA BED & BREAKFAST | OAKS 212 MARGARET | OAKS ASPIRE IPSWICH |
OAKS CHARLOT TOWERS | OAKS FELIX | OAKS LEXICON | OASIS JUICE BAR ON THE MALL | OCEAN BOULEVARD | OCEANVIEW ESTATE WINERY &
OAKS CHARLOTTE
RESTAURANT | OFFICIAL MEDIA PTY LTD | OFFSET ALPINE PRINTING | OKTOBERFEST BRISBANE PTY LTD | ONSTAGE ENTERTAINMENT | OZ ADVENTURE
SAILING | PACIFIC GATEWAY INTERNATIONAL COLLEGE | PACIFIC HARBOUR GOLF & COUNTRY CLUB | PALACE CENTRO CINEMAS | PARKER TRAVEL R
PARKE AVEL
E PERSONAL NALLY OURS TOURS
A U ETERPA ADVENT RE TRAVEL PIER NINE
COLLECTION | PEPPERS HIDDEN VALE | PEPPERS SPICERS PEAK LODGE | PERSONALLY YOURS TOURS | PETERPAN ADVENTURE TRAVEL | PIER NINE RPAN D
PTY LTD LA U GRAPHICS PMP PRIN
RA
RESTAURANT | PINE RIVERS SHIRE | PINNACLE SPORTS PTY LTD | PLATYPUS GRAPHICS | PMP PRINT | PNC DISPLAYS BROKER | PORT OFFICE HOTEL | RT C OT
PROPERTIES PRINT WORKS P LTD PRIN POINT AUSTRALIA PTY LTD | QANTAS REGIONAL AIRLINES | Q-SURFSCHOOL
IE
E NT R
PORTSIDE WHARF | PRINCIPAL PRO ERTIES | PRINT WORKS PTY LTD | P NTPO TA O A IRLINES Q-SURFSCHOOL
E CLEAR MOUNTA UNTAIN QUEENSLAND DERN ART
| QUALITY HOTEL CLEAR MOUNTAIN | QUEENSLAN ART GALLERY/GALLERY OF MODERN ART | QUEENSLAND BALLET | QUEENSLAND FOLK QUEENSLAND BALLET QUEENSLAND FOLK
ERATIO O C
FEDERATION INC | QUEENSLAND IN
EENSL
N MARITIME MUSEUM QUEENSLAND MUSEUM Q ENSLAN MUSIC
INVESTMENT CORPORATION | QUEENSLAND MARITIME MUSEUM | QUEENSLAND MUSEUM | QUEENSLA D MUSIC LAND
ESTIVA P LTD QUEEN L
TIVAL R NSLAND RACING QUEENSLAND RA D
FESTIVAL PTY LTD | QU NSLAND PERFORMING ARTS CENTRE | QUEENSLAND RACING | QUEENSLAND RAIL | QUEENSLAND THEATRE COM ANY | E
QUEENSLAND THEATRE COMPA
QUES COMMUN
QU ST COMM ITY NEWSPAPERS | QUEST SPRING HILL | QUILPIE OPALS | QUT EVENTS | RAINESFOREST MASSAGE & DAY SPA | RAMBLERS PARACHUTE
Q G QUILP E OPALS QUT EVENTS S IN FORES M SSAGE
CENTRE O E ND CARPET PROJ CT
O CTS RED
CEN R | RAY WHITE NORTH STRADBROKE ISLAND | RED CARPET PROJECTS | RED PR | REDCH LI M R DCHILL MARKETING GROUP | REDCLIFFE CITY COUNCIL | L
CIL RE A TOURISM REGUS V RSIDE BR S
REDLAND SHIRE COUNCIL | R DLANDS TOURISM | REGUS RIVERSIDE BRISBANE | RIPCORD SKYDIVERS | RIPPLE MASSAGE AND BEAUTY | RIVER EAUTY RIVER
C SES R C
CANTEEN | RIVER CITY CRUISES | RIVER CITY PUBLICATIONS PTY LTD | RIVERGATE MARINA & SHIPYARD | RIVERSIDE MARKETS | ROMA STREET
PU LICATI
UB ATIONS PTY LTD TD E VERSIDE MARKETS OMA STREET
HBURY ON ANN SUITE HOTEL ROWE ARCA
E OWES RCADE R YAL
C UEENSLAND YACHT SQUADRON SALT DESIG
PARKLAND | ROTHBURY ON ANN SUITE HOTEL | ROWES ARCAD | ROYA ALBERT HOTEL | ROYAL QUEENSLAND YACHT S UADRON | SALT DES GN |
R ESORT MOTEL
SAPPHIRE RESORT MOTEL & CONFERENCE CENTRE | SCEN C RIM VIEW COTTAGES | SEA STRADBROKE | S CURE PARKING | SEXTON TRADING
NFERENC CENT E
ENCE ENTRE EN
CENIC M A STRADBROKE SE URE PARKING SE
O T HEER DELIGH CHAR
ELIGHT HARTERS SIANA N VENTS SIRROMET NES SOFITEL GOLD COAS
COMPANY PTY LTD | SHEER DELIGHT CHARTERS | SIANA | SINGLE MARKET EVEN S | SIRROM T WINES | SOFITEL GOLD C A T | SOMEWHERE TO STAY
UTH BANK ORPORAT
K RATION SOUTHERN DOWNS
O S AS OCIATION SOUTHERN QUEENSLAND
| SOUTH BANK CORPORATION | SOUTHERN DOWN TOURIST ASSOCIATION INC | SOUTHERN QUEENSLAN TOURISM | SPRINGWOOD TOWER
RTM NT HOTEL
RT JOHN’S CATHEDRAL STADI MS QUEENSLAND
N TAFF SOLUTIONS AUSTRA Y
APARTMENT HOTEL | ST JOHN’S CATHEDRAL | STA UMS QUEENSLAND | STAFF SOLUTIONS AUSTRALIA PTY LTD | STAGING RENTALS & CONSTRUCTION
SERVIC C
SERVICES | STARK HOUSE BED AND BREA FAST | STATPACK | STEPHANIES SPA RETREAT | STORY BRIDGE HOTEL | STRADBROKE DOMAIN RESORT |
STAR
TA U BED BREAK S STATPACK S ANIES SPA RETREAT
STRADBRO
ADBROK FERRIES
STRADBROKE FERRIES | STRADBROKE FLYER/GOLD CA | STRADBROKE WEDDINGS | STR
STRADBROK L R/GOLD CATS
OKE OK
ADBROKE WEDDI DD STRADDIE ADVENTURES | STRATEGIC SPORTS NATIONAL
PAINTBAL FIELDS STYLE MA
B ZINES SUCCES M UMMIT RESTAURANT
PAINTBALL FIELDS | STYLE M GAZINES | SUCC SS MATRIX | SUMMIT RESTAURA & FUNCTION CENTRE | SUNNYBANK STAR MOTEL | SUNROVER S O
EXPEDITIONS
D UNSET SAFARIARIS SUNSTATE C
NSTATE
EXPED TIONS | SUNSET SAFARIS | SUNSTAT COACH CHARTERS PTY LTD | T HARTERS PTY LTD TAILWIND PROMOTIONS | TAMBLYN MODELS AUSTRALIA | TAMBORINE
ONS AMBLYBLYN ODELS USTRA IA TAMBORINE
R
TR OR NE
MOUNTA C MBER
A COMME
OMMERC
MOUNTAIN CHAMBER OF COMMERCE & INDUSTRY | TAYLORED IMAGES | TEMPLAR DISTRIBUTION AUSTRALIA PTY LTD | THE AUSTRALIAN CO LEGE
INDUS
D YLORED IMAGE
TAYLO AGES EMPL
MP TRIBUT O AUSTR
R ON
DISTRI UTIO A STRA TY E ALIA COLLEG
HE AUSTRALIAN COLLEGE
OF ENGLISH | THE BREWHOUSE | THE BRISBANE CLUB | THE BUNKER | THE CE AR CREEK ESTATE VINEYARD & WINERY | THE CORO | THE DOCKS ON
NGLIS S
O NGLISH THE BREWHO REWHOU E BRISBA A LU
LUB H BUNKER
NKER CEDAR RE ES
R
HE CED R CR K EST V E D W Y TH CORO THE OCK HE
OODWIN THE OME E RE
O E
GOODWIN | THE DOM RETREAT | THE ENGLISH SPEAKING UNION | THE FRASER ISLAND COMPANY | THE HOLLOW LOG COUNTRY RETREAT | THE
HE ENGLISH SPEAKING UNIO
NGLIS PEAKIN
N A RA
NION T FRAS R IS A COMPANY THE H LLOW LO COUN Y ETREATO E
MA
M
MANLY HOTEL | THE OUTLOOK | THE PARTNERS ETC! | THE PIERCING SHOP | THE PLOUGH INN TAVERN | THE PROP HOUSE | THE PROTEUS LEADERSHIP
OTEL HE OUTLOO
OTEL O THE ART
OOK T PARTN T ETC!
TC
T E I C NG S O HE O GH G
THE PLOUGH I AVERN PROP OUS U OTEUS LEADERSHIP
THE PROT ADERSH P
CENTRES | THE QUEENSLAND ORCHESTRA | THE ROYAL AUTOMOBILE CLUB OF QUEENSLAND LIMITED | THE SHEIL COLLECTION | THE TIVOLI | THE
CENTRETRES TH
TR THE ENSLAND R HEST
NSLAN
SL STRA THE A TOMOBILE CLUB
YA UTOMOB C B QUEENSLAN
ENSLAN
LAND M E
LA T HE
HEI
HEIL OL ECTION
OL VO
VOL THE
H TIVO
WO KSHOPS RAIL MU EUM | THE WRX EXPERIENCE | THORNTON COUNTRY RETREAT B D & BREAKFAST | THREE PLUS | TINBILLY TRAVEL ERS | TNT
OR H PS
WORKSH P RAI MUS U US
IL MUSEUM W PERIE
PE
EXPE E CE THORNT RN COUNTR RETREA BE
NT
NTRY ETREAT BED BREAKF S
T E AKFA EE
HRE P S N LL RA ELL S
L AVELL
AV LL T
NT
GAZAZI
AZINE PTY LT
ZI
MAGAZINE PTY LTD | TOTAL CONCEPT MEDIA | TRA NS 4 U | TRANSLINK | TRAVELLERS AUTO BARN | TUCKEROO COTTAGES & GARDENS | TU KA
LTD TOTAL CONCEP ME A TRAINS
O L ONCE C E RAIAI
RAINS TRANSLIN
RA LINK TRAVELL
AN NK AVELLE ARN
N UC ER
U
RAVE LE AUT BARN TUCKER O COTTAGES GARDE S TUKKA
ROO AG
TTAGES AR TUKK
RDENS TUKKA
RE TA RANT UND WATER
T R UQ CENTR
ENTRE
EN
EN
RESTAURANT | U DERWAT WORLD | UQ CENTRE | UV SOLARCARE PTY LTD | VALET CYCL H RE AND TOURS | VALIA T HIR PTY LTD | VALLEY
SOLA CAR PTY LTD
O ARCA P
A CL
CLE
A ET CYC HI E AN TO R LIANT
A
VALIAN IRE PTY LTD
CHAMBE
H COMMERC RC
RCE
CHAMBER OF CO MERCE | VARIETY QUEENSLAND | VINK PUBLISHING | VINO’S RESTAURANT & BAR | VIVA INTERNATION COLLEGE | VIVIENS
RIE Y QUEEN LAND VIN PUBL SH NG V
ETY EENSLA A S
VINK UBLISH N A VA
RESTAUR T BAR VIVA NTERNATIONAL
ODEL MA AGEMENT WAGAMAMA MPORIUM
D G
GA M
MODEL MANAGEMENT | WAGAMAMA - EMPORIUM | WALLABY RIDG RETREAT | WARNER VILLA E THEME PARKS | WA
P ALLABY DGE REAT
ALL Y R DGE RETREA WARNER VILLARNE LAGE THEME PARKS WARREGO WINES | WATCH OUT
CON E S
CO CEPTS | WAY OUT THEATREWORKS | WEST END TRADERS ASSOCIATION | WHALES IN PARADISE | WHISPERS OF THE VALLEY | WINTERGARDEN |
CO U HEA EWOR
Y OUT THEATREWOR S T EN
END A RS ASS SOCIAT ON W
SO IATION PARADISE WHISPERS O
WS O ED REAKFA
REAKFAST
WISS HOUSE BED & BREAKFAST | WOK ON ORIENTAL CATERING | WON ERMENT | WOODLANDS OF MARBURG | WOONGOOROO ESTATE | WYNNUM
N OR EN AL CATERING
ORIE
RIENTA ERING ONDERMENT
OND EN LANDS MARBURG
MAN DEAWAY YELL W CABS (QL
EAW
EAWA ELLOW AB QL
MANLY HIDEA AY | YELLOW CABS (QLD) PTY LTD | ZAGOREN DESIGN | ZENBAR | ZENGARRA COUNTRY HOUSE & PAVILIONS | ZEST FACTOR |
LD LT ZAGOREN G NGARRA COUNTR HOUSE
ENG
13
“
The staff of the Brisbane Marketing Convention
Bureau are a credit to the city and the meetings
and events industry and I look forward to
continuing our partnership in the lead-up to
what we all expect will be a most successful
congress.
Dr Russ Stephenson, Secretary, Australian Society of Horticultural Science Inc., XXIX
International Horticultural Congress, Brisbane, 2014
BRISBANE
CONVENTION
BUREAU
2007-08 WAS A SUCCESSFUL YEAR FOR BOTH BRISBANE’S CONVENTION BUREAU AND THE LOCAL BUSINESS EVENTS
INDUSTRY. THE BUREAU’S LEADERSHIP IN BUILDING THE TEAM BRISBANE CONCEPT BROUGHT THE CITY’S BUSINESS
EVENTS INDUSTRY TOGETHER TO PROVIDE A COORDINATED AND COLLABORATIVE APPROACH FOR CLIENTS.
The city’s popularity as a destination for business events continued to increase (IMEX) in Frankfurt, Germany and the Tourism Australia Business Events
in 2007-08 in a very competitive market and the Convention Bureau reinforced Educational in Macau.
its reputation as an industry leader by winning the title of Queensland’s best
The city and its business events product were showcased via site inspections
Convention Bureau/Tourist Organisation for 2007 at the Queensland Meetings
and familiarisations for European-based decision makers and editors of
and Events Industry Awards for the second year in a row.
international trade publications and an advertising, direct mail, email and PR
RESULTS campaign targeted potential clients across Europe.
The Convention Bureau achieved impressive results during 2007-08. It won 37
BUILDING THE NATIONAL PROFILE
convention bids worth more than $58 million in delegate expenditure* – an
To position and promote Brisbane as the destination of choice for meetings and
increase of 37% and 93% respectively compared with 2006-07. Some wins
business events in the domestic market, the Convention Bureau conducted site
were in conjunction with the Brisbane Convention & Exhibition Centre.
inspections and familiarisations for 215 clients from 180 organisations. The team
The Convention Bureau also generated 306 Requests for Proposals and over 1,000 coordinated a Brisbane stand at the Asia Pacific Incentives and Meetings Expo
Requests for Information – both more than 40% ahead of the year’s target. (AIME, Melbourne) and Event ConneQion (Brisbane) and produced high quality
marketing collateral including the Meeting Planners’ Guide and the Unique
*Expenditure based on The National Business Events Study: an evaluation of the
Venues Guide.
Australian Business Events Sector (2005).
The quarterly e-zine Business Events Bulletin and the Get Familiar direct mail
GREATER INTERNATIONAL FOCUS
were distributed to the Convention Bureau database and an interstate road
In 2007-08 the Brisbane Convention Bureau received special funding from
show with industry partners visited Sydney, Canberra and Melbourne.
Brisbane City Council to market internationally, primarily targeting the European
Association sector. THE FUTURE
In 2008-09, the Convention Bureau will focus on attracting events in key
The team targeted business decision makers and potential delegates with the
industry sectors, leveraging business events to maximise delegate numbers and
Make Brisbane Yours DVD and brochure which provide a snapshot of Brisbane’s
length of stay, increased revenue and developing a green policy for the city’s
business events offerings and pre and post touring opportunities. They
convention partners to increase bid wins.
attended the Worldwide Exhibition for Incentive Travel, Meetings and Events
14
15
16
Australia’s education services
exports have continued to grow in
importance this decade… They have
now displaced leisure travel services
as Australia’s largest service export.
Indeed, education exports are now
Australia’s third largest export,
behind only coal and iron ore.
From The Reserve Bank of Australia’s (RBA) Bulletin (June 2008)
EXPORTBRISBANE
EXPORT BRISBANE WAS ESTABLISHED IN 2007-08 TO HELP BRISBANE-BASED BUSINESSES SELL THEMSELVES TO THE WORLD.
Leveraging Brisbane’s Sister Cities Program and government to government with Brisbane Marketing and Brisbane City Council providing the remainder.
relations, Export Brisbane works closely with the Brisbane City Council’s Still recovering from a massive earthquake in 1995, Kobe city audiences in
Economic Development Unit, the International Relations Unit within the Lord particular found the Queensland Ballet performance a major morale booster.
Mayor’s Administration Office, Trade Queensland and Austrade. It secures
The performance was a significant cultural exchange and contributed to the
international business for Brisbane in accordance with the Brisbane Economic
strengthening of sister city relationships. Partners included Brisbane City
Development Plan.
Council, the International Relations Unit of the Lord Mayor’s Administration
KNOWLEDGE EXCHANGE Office and Austrade.
In 2007-08, Export Brisbane pursued 42 qualified export opportunities for
BUSINESS MATCHING
Brisbane-based clients and saw three major trade negotiations come to fruition.
The Asia Pacific Cities Summit 2007 proved another effective conduit to
Chief among these was a contract to review the planning, design and connect Brisbane businesses with opportunities in China.
construction of a 12 kilometre busway in Chongqing, China, awarded to
Export Brisbane identified a joint venture opportunity for a large
Brisbane traffic management consultancy McCormickRankinCagney.
environmental services company that provides municipal governments with
Chongqing is one of Brisbane’s two sister cities in mainland China.
recycling and transfer services, to partner with a similar company in
The Brisbane-based firm first came to the attention of Chongqing Construction Guangzhou, China.
Commission’s Director General during the Asia Pacific Cities Summit 2006
During the year, Export Brisbane provided business matching services and
following a ride on Brisbane’s Southeast Busway from the CBD to Mt Gravatt.
travelled to China to broker discussions for clients in three major cities.
The contract demonstrates Export Brisbane’s priority in identifying and A multi-million dollar opportunity brokered in the environmental sector has
developing business opportunities that target Brisbane’s sister cities in China – the potential for clients to assist in the design and build of recycling and
Shenzhen and Chongqing. transfer stations for several of southern China’s leading municipal councils.
Discussions are still underway.
CULTURAL EXCHANGE
Brisbane’s artistic and creative export potential was also showcased on THE FUTURE
international stages in 2007-08. Export Brisbane identified and secured Throughout 2008-09, Export Brisbane plans an aggressive approach to creating
sponsorship from Japan’s largest media broadcaster, NHK Kinki Media, critical mass in target export sectors in the city, including the development of
enabling the Queensland Ballet to take its production of The Little Mermaid on export cluster strategies for the education and environment sectors in line
tour to Osaka and Brisbane’s sister city, Kobe, in Japan. with the Brisbane Economic Development Plan.
The Queensland Ballet originally approached Brisbane Marketing for an Export Brisbane is developing an export strategy to position the city on the
introduction to NHK Kinki through a Brisbane City Council-led trade mission at global stage and to help grow Brisbane’s export potential to an estimated
the end of 2006. NHK Kinki’s sponsorship of the tour covered most of the costs $79 billion by 2026.
17
“
It has been a great pleasure to work with Invest
Brisbane … please be assured should we be
contemplating other projects or expansions in
the future, we will not hesitate to engage with
Brisbane Marketing to explore the advantages
offered by a Brisbane location.
”
Alastair Miller, Chief Financial Officer, Pacific Beverages
INVESTBRISBANE
INVEST BRISBANE PERFORMED WELL IN 2007-08, SECURING $262 MILLION IN NEW CAPITAL INVESTMENT,
CREATING MORE THAN 1,100 NEW JOBS AND RETAINING A FURTHER 1,300 JOBS FOR THE CITY.
A TARGETED APPROACH • INIT Pty Ltd, one of the world’s leading intelligent transport system
In accordance with the Brisbane Economic Development Plan’s Investment providers, was attracted to Brisbane for its pool of local talent. INIT has
and Jobs attraction strategy, Invest Brisbane targeted investment in its key invested $6 million to establish operations in Brisbane, creating 20 jobs.
sectors of life sciences, information and communication technology (ICT),
• Australian-owned manufacturer PPI Corporation invested $10 million to
food and beverage, creative industries, mining and mining technologies.
expand its manufacturing and warehouse facilities in Brisbane, creating 30
Investment in innovative manufacturing, logistics and aviation continued to
new jobs and retaining 200.
be a strategic focus, based on the globally competitive advantage the city
offers in these sectors. INVEST BRISBANE CORPORATE PARTNERS
The Invest Brisbane Corporate Partnership Program was established in 2000 to
WORLD-CLASS INVESTMENT PROMOTION AGENCY
further strengthen Brisbane’s offering to potential business investors. This
Invest Brisbane’s performance in securing investment in a competitive market
network of industry professionals provides investors with business advice,
was recognised when the agency was named World Class Investment
operational assistance and information specific to their needs.
Promotion Agency for 2007-08 by London-based consultancy GDP Global.
This unique program encourages the development of effective business
RESULTS relationships and alliances between Corporate Partners, local, interstate and
During 2007-08, Invest Brisbane attracted an exciting portfolio of companies international industry and government in key target markets. This coordinated
achieving $262 million in capital investment, of which 41% of the investment investment approach and insight into local market opportunities provide a clear
decisions originated from international markets. point of difference to competitor locations.
Investment in Brisbane drives general industry capability and provides jobs for 2007 BRISBANE ON THE WORLD STAGE
its burgeoning population. Projects secured in 2007-08 created 1,107 new jobs Incorporating the Lord Mayor’s Business Awards, the second annual Brisbane
and ensured the retention of a further 1,318 jobs. on the World Stage 2007 showcased Brisbane’s growing economy. Held in
A LEADING ROLE IN TOURISM DEVELOPMENT Brisbane’s Gallery of Modern Art (GoMA), the event was sponsored by Optus,
Invest Brisbane leads the Regional Tourism Investment and Infrastructure Plan IBM, Australia TradeCoast, Nova 106.9 and Thiess. Queensland Gas Company
(RTIIP), designed to provide direction for the sustainable development of received a Platinum Award for outstanding contribution to business in Brisbane
tourism in the Brisbane region to 2018. The plan identifies a range of in front of 400 guests.
tourism-related infrastructure and investment opportunities with the potential
LOOKING AHEAD
to ensure Brisbane’s future as a major tourism destination.
The market for business investment continues to be highly competitive with an
KEY INVESTMENT PROJECTS increasing number of emerging markets with lower cost bases. The downturn
Among the deals secured were: in the global economy and fluctuations in the value of the Australian dollar also
• Coca-Cola Amatil undertook a $25 million reinvestment project, increasing add pressure to the business investment environment. In the year ahead,
production at the global drinks giant’s Brisbane plant and creating 19 new jobs. Invest Brisbane will target new markets with major sector potential - such as
Spain’s infrastructure and energy industries and Japan’s food and beverage
businesses, particularly neutraceuticals and functional foods - and continue to
differentiate its investment offering.
18
19
“
I am really excited regarding the Summer
campaign given the success from the Winter
one. Our analysis shows we made over
$200,000 in revenue on a $20,000 investment.
Better than any other brisbane leisure
campaign we have been involved in.
Lachlan Furnell, Regional Sales and Marketing Manager
”
– Queensland, Mirvac Hotels and Resort
“
Brisbane Marketing’s www.brisbaneinwinter.com.au site was the biggest driver of visitation to the
Riverlife website over the season. Thank you for helping us to achieve our best winter on record.
John Sharpe, Director, Riverlife Adventure Centre
On behalf of the Queensland Art Gallery, congratulations on the fantastic Brisbane in Winter
campaign. We are so delighted to be included in this campaign – it’s sure to make a huge impact
on awareness of Brisbane as THE destination during winter! The website is a terrific resource.
”
Celestine Doyle, Manager Marketing and Sponsorship, Queensland Art Gallery
20
IN 2007-08 BRISBANE MARKETING AND TOURISM QUEENSLAND FINALISED THE BRISBANE DESTINATION MANAGEMENT
PLAN 2007-2010, A THREE-YEAR STRATEGIC PLAN GOVERNING TOURISM OPERATIONS AND ALIGNING WITH THE
QUEENSLAND TOURISM STRATEGY’S COMMON GOALS FOR REGIONAL TOURISM AUTHORITIES. THROUGHOUT THE
YEAR BRISBANE MARKETING ALSO RAN SEVERAL SUCCESSFUL CAMPAIGNS TARGETING LOCAL, DRIVE AND INTERSTATE
VISITORS TO BRISBANE.
MORETON BAY AND ISLANDS The Winter Weekends campaign proved to be highly successful for many of the
The third annual Moreton Bay and Islands campaign ran from February to April partners involved, contributing to stronger than average winter business.
2008 and was designed to increase awareness of and visitation to the region
INTERNATIONAL FOCUS
from Brisbane and surrounds.
Brisbane Marketing plays a key role in hosting familiarisations for international
Supported by the four local governments of Redlands, Brisbane, Redcliffe and travel agents either exclusively or in partnership with Tourism Queensland.
Caboolture, Brisbane Marketing ran a marketing campaign comprising online,
In 2007-08, Brisbane Marketing hosted familiarisations for a record 240
print, direct mail and radio. The campaign was fully subscribed with 25 product
international tourism professionals including 65 United States agents on the
partners buying in.
AMEX Walkabout familiarisation and 68 UK agents on the ‘I’m a celebrity, get
More than 60 media clips were generated for the Moreton Bay and Islands’ me out of here!’ tour.
campaign, estimated at more than $1.5 million in value and including Qantas
The focus was on getting them to experience Brisbane as locals do – using
The Australian Way, the Sydney Morning Herald, the Sunday Mail, The Age and
the river, exploring the walkways and bike tracks, while discovering the
The Great Outdoors.
outdoor dining and farmers’ markets. With the theme of ‘outdoor and
WINTER WEEKENDS active’, Brisbane Marketing took international travel agents and tourism
The inaugural Winter Weekends campaign, launched in May 2008, targeted the specialists through attractions such as the Story Bridge Adventure Climb and
local, 250 kilometre drive and fly markets. Designed to generate business for Riverlife Adventure Centre.
Brisbane’s hotels, attractions and retail markets over the weekend periods,
Throughout 2007-08, Brisbane Marketing worked closely with key wholesalers
Winter Weekends used the city’s strong events calendar to attract visitors and
in our primary target markets of New Zealand, United States and the United
raise the city’s profile for major events and retail. The campaign attracted the
Kingdom and achieved an 18% increase in Brisbane accommodation and
support of 15 financial partners and 18 partners offering in-kind support from
attraction products featured in their international wholesale travel brochures.
the hotel, attractions, events, retail, media and airline sectors.
The www.brisbaneinwinter.com.au website provided the call to action for all
activity. It attracted 40,495 unique visitors and recorded 2,457 click-throughs to
hotel booking engines.
21
ery
The Gallery is very grateful for the
sban
support of Brisbane Marketing,
e t
which has given this project
d his
(Picasso and his collection)
g supp
outstanding sup ort and exposureure.
llwood Dire (GoMA
A
Tony Ellwood, Director, Gallery of Modern Art (GoMA)
MAJOR EVENTS BRISBANE
URING EVENT
N
DURING 2007-08, MAJOR EVENTS BRISBANE SUPPORTED TEN MAJOR EVENTS WH
ORTE
E N CTED MORE HAN
EVENTS, WHICH ATTRACTE MO THA
344 CITY AND SURROUNDS, AGAINST A SET TARGET OF FOUR EVENTS AND 200,000 VISITORS.
344,000 VISITORS TO THE CITY A AINS G T OF O N 00,0 VIS
that ed bot international visitors and strong local support
oth
Leading events that attracted bo h i s n stro r to draw visitors to three signature events - the Br
o thre
e s the Brisbane to Gladsto Yacht
c
stone ch
n etro
tros s s coll
included the Andy Warhol retr spective, the ‘Picasso & his co ection’ exhibitio
tion e Fesesti an ate’ stival
Race, Redcliffe’s Fe tival of Sails and Sandgate’s Bluewater Festiv .
ledislo
and the Bledisloe Cup.
n s co nts are a
e hicle promot
The Festival and its component events are an important vehicl to prom e
g of vents th cts visitors’
Staging of major event in the city directly affects visito and locals’ Moreton Bay and Is
y and Islands as a preferred de t ation for tourism and leis re, and
rr des
r estin urism i
leisu
ception bane
a
perceptions of Brisbane as a tourism, business and inve ment destination and
ess and invest ion n rom ne 009
will figure prominently again in 2009.
p a Mark d he posi tion
i
supports Brisbane Marketing’s vision to lead the positioning and promotion of
END
ENDA OOT
OT- GE
THE BDO KEN ALLS BRISBANE COO -THA CHALLENGE
Brisb ustra
stralia city.
Brisbane as Austr lia’s emerging global city.
0 , Brisba g worked ensland e
In April 2008, Bris ne Marketing w rked with Bicycle Queens d to create a
Major nts B isba k behin the
h
Ma Events Brisbane continued to work beh d the scenes with partners su
ners such
r cipa
a the BDO K e Coot-t a Ch lenge.
mass participation cycling event, the BD Kendalls Brisbane Coot ha Challe
and Events and other event organisers to attract and leverage a
as Queensland E n
gani a ge
e a 70 kilometre event, which included a 2.3 kilometre climb,
The inaugural 70 k h c metre m
rtf
folio risba e. Th res
diverse portfolio of major events for Brisbane. The result was a year-round
und
nd more a nts significant media cover
attracted more than 2,500 participants and si verage.
cultur i lifesty rced
calendar of cultural, sporting, community and lifestyle events that reinforce
E
THE FUTURE
e’s growin ng d class
Brisbane’s growing reputation for hosting world class events.
Major Even
r contin e balanc
In 2008–09, Major Events Brisbane will cont nue to focus on building a balanced
O BAY
MORETON BAY FESTIVALS o nd ensure
d n s are everage
re
event portfolio, and ensu all major events ar leverag d effectively to
h new bane Ma keting a
One of the new events supported by Brisbane Marketin was the Moreton Bay maximise the economic be
omic benefit for local businesses and to promote Brisbane as
sses nd
n ss e
estiva e Easter long 8
Autumn Festival which commenced on the Easter long weekend in March 2008. tin t on
an exciting leisure destination.
Marketing d communication
Brisbane Marketing’s umbrella marketing and communication campaign helped
22
Clockwise from top left:
BDO Kendalls Brisbane Coot-tha Challenge, Andy Warhol
retrospective, Bledisloe Cup and Picasso and his collection
– Amedeo Modigliani - The Black Hair/Dark-haired Girl,
Seated. 1918. Collection: Musée National Picasso, Paris.
23
24
MARKETING &
COMMUNICATIONS
THE MARKETING AND COMMUNICATIONS TEAMS PROVIDE VITAL SUPPORT SERVICES TO ALL BRISBANE MARKETING
SECTORS WITH INNOVATIVE CAMPAIGNS THAT POSITION AND PROMOTE BRISBANE AS A DYNAMIC AND CREATIVE
EMERGING GLOBAL CITY TO BUSINESS AND CONSUMER AUDIENCES AT HOME, INTERSTATE AND OVERSEAS.
CHANGING PERCEPTIONS INTERSTATE AND BUILDING A PROFILE • international media New Zealand TV, The Scotsman, Independent on Sunday
In 2007-08 work continued on changing interstate perceptions of Brisbane as a and Cosmopolitan Bride (UK).
sleepy little town or a gateway to other destinations.
SPREADING THE MESSAGE AT HOME
Brisbane Marketing partnered with Virgin Blue, GoMA and Tourism Queensland Brisbane Marketing also targeted its residents in 2007-08 to capitalise on the
to promote the Andy Warhol Retrospective. The exhibition was incorporated into growing visiting friends and relatives market. The interstate ‘Not just a sleepy
Brisbane Marketing’s summer tourism campaign including TV, print and radio little town’ campaign was rolled out in Brisbane on TV and in print and more
advertising and editorial targeting interstate, intrastate and local audiences. than 1,000 free editorial stories were secured.
Brisbane Marketing also hosted 196 journalists on a variety of experiences from
FUTURE PRIORITIES:
wine and cheese tasting in the Scenic Rim to feeding dolphins on the islands of
• A ‘visiting friends and relatives’ campaign to encourage locals to be
Moreton Bay.
Brisbane ambassadors.
Editorial coverage included:
• A summer tourism campaign, showcasing international sport, cultural events
• in-flight magazines Qantas’ The Australian Way, Jetstar Magazine, Virgin Blue
and Brisbane’s Christmas celebrations.
Voyeur and Emirates’ Open Skies.
• A Moreton Bay and Islands campaign, inspiring locals to enjoy ‘a day on the bay’.
• national and interstate media Gourmet Traveller, Vogue Entertaining & Travel,
the Sydney Morning Herald, The Age, The Australian, Channel Seven’s The
Great Outdoors and Channel Nine’s Getaway.
Bright Lights, Big City
While Sydneysiders and Melbournians continue to indulge in the ‘which city is best?’ argument,
Brisbane has quietly and quickly developed a reputation as the place to go for great food, hip bars,
funky cafes, top shopping and cultural nourishment. The redevelopment of Brisbane’s inner city
area has fuelled the development of the city’s new cultural identity. There’s now a real buzz in
Brissie – locals are lapping it up and visitors are booking flights to the city in record numbers.
Ben Hall writing for Virgin Blue Voyeur (December 2007)
25
QUEENSTREETMALL
QUEENSLAND’S PREMIER RETAIL AND FASHION PRECINCT, THE QUEEN STREET MALL, PLAYS A MAJOR ROLE IN
DEVELOPING BRISBANE’S PROFILE AS A DYNAMIC REGIONAL AND GLOBAL DESTINATION. THE QUEEN STREET MALL
HOSTS MORE THAN 26 MILLION VISITORS PER YEAR, MAKING IT AUSTRALIA’S MOST POPULAR PEDESTRIAN MALL.
In 2007-08, Brisbane Marketing continued to attract visitors and locals to the Being from the Sunshine Coast the drive is usually the excuse not to come to Brissy,
Queen Street Mall by building on its Let Loose marketing campaign. but with all the changes to the mall and surrounds we can’t wait to come back again
and see things we didn’t have time for today.” – Neil Collie, Sunshine Coast
With the support of over 700 retailers and attractions, Brisbane Marketing
staged 544 events and activities throughout the year and produced the Queen • Race for the Rocks – a promotion inspired by the Queen Street Mall’s
Street Mall & Brisbane City Guide - a 36 page educational guide to the Queen Diamond Bracelets television commercial and conducted in partnership with
Street Mall and greater CBD. the Austereo radio network and Hardy Brothers Jewellers.
LET LOOSE • The Great South East – a 30 minute television special featuring Queen Street
The Let Loose campaign is designed to develop the Queen Street Mall as a Mall identities, retailers, accommodation houses and major events such as
leading Visiting Friends and Relatives destination. Let Loose 2007-08 comprised the Hilton Masterclass, Brisbane International Film Festival and
TV, cinema, press, radio, online and outdoor advertising, promoting the Queen Mercedes-Benz Fashion Festival Brisbane
Street Mall as “Queensland’s premier shopping destination. The place to let loose”. “Thanks again for involving Wintergarden in The Great South East – it was fabulous
Recent research identified that visitors generate a significant 40% or $537.61 and we have had fantastic feedback from our retailers! Thanks for all your support.”
million of the CBD’s sales. – Catherine Rivett – Wintergarden
A 32-week press campaign in mX and The Sunday Mail promoted retail products • The Myer Centre’s 20th birthday celebrations, including an outside radio
and events, while Let Loose went online and interactive with the Let Loose Queen broadcast with the Austereo radio network.
Street Mall Club. More than 1,000 online members now receive monthly updates “We wish to pass on our sincere thanks and appreciation to you and your team for
on shopping, events, special offers and ideas for wining, dining, entertainment putting your full weight and support behind The Myer Centre’s 20th birthday. It really
and pampering. was a consolidated effort from the Brisbane Marketing team… The Myer Centre
management and marketing team really appreciate all the time, energy and effort
Residents, visitors and would be ‘fashionistas’ enjoyed the Let Loose Queen
that went into making this a special and memorable occasion. We look forward to
Street Mall parade free for the first time as part of the second annual
working with you again in the future.”
Mercedes-Benz Fashion Festival. Brisbane Marketing sponsored this event
– Ian Robertson, Centre Manager, The Myer Centre
and coordinated the involvement of 35 retailers across six shopping centres
and two arcades. THE FUTURE
Throughout 2008-09, Brisbane Marketing will continue to work closely with the
Other successful promotions delivered throughout 2007-08 included:
Queen Street Mall Advisory Committee, retailers, Brisbane City Council Malls
• Enchanted – a Regent Cinema film premiere family promotion in partnership
Management team, community and events organisations to activate the city
with Walt Disney held during the Christmas trading period.
through seasonal campaigns, Christmas in Brisbane and major events.
“My son Eastyn and I had a wonderful time (at the premiere). It’s great to see so
many happy and positive people. It made it into more than a movie experience.
26
Thanks again for involving
Wintergarden in The Great
South East – it was fabulous and
“
we have had fantastic feedback
from our retailers! Thanks for
all your support.
”
Catherine Rivett – Wintergarden
Image courtesy of Brisbane
designer Julie Tengdahl
www.tengdahl.com
27
We at Tangalooma hold the VIC volunteers in the
highest regard, and congratulate them on their continued
success as ambassadors of the region, and as valuable
industry partners of our resort. The volunteers are
always a pleasure to deal with, have great knowledge
and pride in their city, and every customer is always met
with a warm smile and friendly advice.
– Craig McLaurin, National Sales Manager – Leisure, Tangalooma Island Resort
28
VISITOR
INFORMATION
CENTRE
LOCATED IN THE QUEEN STREET MALL, THE VISITOR INFORMATION CENTRE IS A POPULAR ONE-STOP SHOP
WITH VISITORS AND RESIDENTS FOR INFORMATION ABOUT WHAT TO SEE OR DO, HOW TO GET THERE OR
WHERE TO STAY, SHOP, WINE OR DINE IN BRISBANE AND SURROUNDS.
Staff and volunteers from the Centre help people with Queen Street Mall OFFSITE SERVICES
information, accommodation, services, booking tickets to tours and attractions In 2007-08, the Visitor Information Centre took its services offsite to conferences
and itinerary planning with the goal of increasing the average length of their and the Brisbane Cruise Terminal, resulting in increased bookings and exposure
stay and the amount of money they spend in the region. for stakeholders.
With an average of 1,900 people coming through the doors every day, the Three international conferences and 4,300 delegates benefitted from the Centre’s
Centre is now working at capacity. To overcome peak period congestion, the itinerary planning and pre- and post-conference tour booking services.
Centre devised a roving service system where volunteers engage with visitors in Staff from the Visitor Information Centre greeted passengers from 27
the Mall to offer friendly advice and information. international cruise ships at the Brisbane Cruise Terminal at Portside, Hamilton
COMMERCIAL FOCUS throughout the year, providing them with information about things to see and
The Visitor Information Centre is working towards its long-term goal of do during their stopover.
becoming self-funding with increased revenues designed to offset its cost of STAYING INFORMED
operation. It continues to generate increasing revenue for local tourism To keep up with the increasing array of attractions, products, services and
operators, businesses and Brisbane Marketing members. accommodation offers within Greater Brisbane, staff and volunteers participate
In 2007-08, patronage of the Visitor Information Centre continued to increase in regular training and familiarisations.
with sales up 19.4% from the previous year. In 2007-08, volunteers from the Visitor Information Centre conducted 28 site
inspections and familiarisations, experiencing more than 70 member products.
BVIBC: ANNUAL SALES REVENUE 2003-04 TO 2007-08
$2,000,000 Volunteers’ efforts were recognised during Volunteers Week at a lunch on the
$1,800,000 Kookaburra River Queen and at a Christmas party aboard the Lady Brisbane.
$1,600,000
In March 2008, staff and volunteers from the Visitor Information Centre ventured
$1,400,000
$1,200,000 to Tangalooma Wild Dolphin Resort for two days of training and familiarisation
$1,000,000 as part of the annual conference.
“
$800,000
$600,000
$400,000
$200,000 Thank you so much for all your help
– you have really helped sort us out and we
2003-04 2004-05 2005-06 2006-07 2007-08
FINANCIAL YEAR
look forward to our trip with enthusiasm. Until
today I was totally frustrated by our lack of
The Visitor Information Centre’s BookEasy automated reservations system
planning – thanks for all your hard work and
was introduced in April 2007 and helped the Centre achieve sales of $1.5
professionalism.
million in 2007-08. Visitors use BookEasy to search online for
”
John and Louisa Buckland, Tadley Hunts
accommodation and confirm bookings in real time. BookEasy is linked to the
www.visitbrisbane.com.au website.
29
LOOKING FORWARD
BRISBANE MARKETING’S ROLE AS THE CITY’S NEW POSITIONING FOR BRISBANE
LEADING BRAND ADVOCATE IS TO POSITION Brisbane’s reputation as a preferred destination for leisure, conventions,
AND PROMOTE BRISBANE AS A DYNAMIC AND business investment and major events has evolved through a series of
EMERGING GLOBAL CITY TO LOCAL, NATIONAL campaigns and initiatives over recent years.
AND INTERNATIONAL MARKETS.
In 2007 Brisbane Marketing commenced an extensive project to research and
re-assess the most appropriate future positioning for the city.
The project included a series of forums to obtain feedback from more than 600
representatives of Brisbane business, media, government, tourism, events and
arts, to identify what they felt was critical to ‘build a sustainable and effective
brand platform for Brisbane’.
Some of the comments from the forums included (Research by Two Thirds Sky):
“We have to move from gateway to destination – and we are at that tipping point right
now. The city is about to take a quantum leap, so what we do in the next 10 years will
be critical.”
‘It’s about civic pride- but it’s also pride in the culture. A great brand plays against the
notion of a cultural cringe - and it also stops people thinking that they have to move
from Brisbane in order to make a name for themselves - and that it’s a place they want
to return to.”
30
“We are not just growing physically and in terms of prosperity, but also intellectually and
in terms of capability. We are starting to get pre-eminent in research. The arts is coming
here in certain areas.”
“Brisbane will always be a whole suite of things, rather than just one thing. It’s a feeling
people need to have about the city. It sounds vague and intangible but we need to build
“ We have to move from gateway to
destination – and we are at that tipping
point right now. The city is about to
take a quantum leap, so what we do in
on what we’ve got and do it better; the richness to life that exists – not just the arts, the next 10 years will be critical.
”
sport or whatever. It’s the environment you’re in when you walk out in the street.” -Research by Two Thirds Sky
The forums confirmed the city’s existing strengths and revealed new or
potential ones in music, fashion and creative industries which will be
incorporated into future marketing strategies and campaigns.
These campaigns will be designed in conjunction with other business partners
and in the long term, Brisbane Marketing will encourage partners to share the
branding approach to ensure the city’s profile is consistent.
Brisbane Marketing will also continue to engage with its stakeholders to test
ideas and measure the effectiveness of campaigns through research and
commercial outcomes.
31
DIGITAL ONLINE STRATEGY
AS THE DIGITAL ENVIRONMENT BECOMES INCREASINGLY IMPORTANT THE FUTURE
BRISBANE MARKETING IS PROGRESSIVELY ROLLING OUT ITS ONLINE Throughout 2008-09 Brisbane Marketing will deliver a number of new online
MARKETING STRATEGY, AND THIS EMPHASIS WILL GROW
SUBSTANTIALLY IN THE COMING YEARS. initiatives to maximise the effectiveness of the various marketing programs.
This follows the consolidation of many disparate databases and extensive
The campaign specific Winter Weekends website www.brisbaneinwinter.com.au
enhancement of the operating systems in 2007-08.
proved the value of online portals in generating interest and revenue for our
business partners. These initiatives will include:
TARGETING CONSUMERS • A Christmas microsite to drive the Christmas in Brisbane campaign, centred
This was the first dedicated cooperative campaign website to be rolled out and around the Queen Street Mall.
site visitors could access all product, events, attractions and hotel deals from a • Upgrading the Brisbane Marketing corporate websites.
single portal. The site also gave visitors direct access to accommodation • A new main destination website for Brisbane.
bookings, providing outstanding commercial results for campaign partners. • Investigating a new studybrisbane website.
More than 40,495 unique visitors came to the site, with 2,457 clicking through • Improving the capability to update product and contact data seamlessly.
to booking engines.
A portal to support the summer campaign will be key feature of the 2008-09
online marketing program.
TARGETING BUSINESSES
Potential business investors will also benefit from the new www.investbrisbane.
com.au website re-launched in 2008 with new features including interactive
mapping and exclusive commercial property searching.
32
EMERGING
AS THE BREEDING GROUND FOR PERFORMERS LIKE THE SAINTS, THE
BEE GEES, THE GO-BETWEENS, REGURGITATOR, POWDERFINGER, PETE
MURRAY, THE VERONICAS AND COUNTLESS EMERGING ARTISTS,
INTEREST IN MARKETING BRISBANE AS A GLOBAL MUSIC CITY HAS
BEEN GATHERING MOMENTUM OVER RECENT YEARS.
In 2007, Brisbane was ranked by Billboard Magazine – the music ‘bible’ of the
United States – as among the world’s top music hotspots.
MUSIC
LAYING THE FOUNDATIONS
In June 2008, Brisbane Marketing held a forum on Emerging Music attended by
about 100 local music industry representatives. The forum was held as a result
of earlier discussions Brisbane Marketing hosted to identify the city’s points of
difference and opportunities.
The Emerging Music Forum was the first step taken by local government and
music representatives to discuss initiatives to promote and support Brisbane’s
vibrant music scene.
The Forum identified the depth of local talent and issues potentially hindering
the growth and promotion of Brisbane’s music scene. The majority of these
issues related to venues, consumer demand and perception, and industry
regulation.
The Forum also revealed a number of ways in which Brisbane Marketing can
help to develop Brisbane’s music scene and many of these initiatives have
already commenced:
• Including Emerging Music as a strong destination message in brand,
seasonal and Visiting Friends and Relatives (VFR) marketing and
communication campaigns, similar to other recognised music cities.
• Reviewing and assessing the potential for a centralised online portal for all
aspects of the local music scene to drive traffic to existing online networks
such as gig guides, music industry directories, blogs and venue listings.
• Leveraging the Queen Street Mall ‘Live’ program to provide more
opportunities for established and emerging local musicians to
perform in the Queen Street Mall.
• Supporting the music industry through encouraging
government and industry assistance and, most importantly,
public support through attendance at gigs.
• Sponsoring the development of Brisbane’s emerging music
industry and artists including the support of the Big Sound
Music Industry Summit and Showcase. in Brisbane.
The aim is to ensure any visit to Brisbane is not complete
without experiencing Brisbane’s vibrant music scene.
Brisbane Marketing is set to roll out these initiatives
progressively from the beginning of 2008-09. It will continue to
liaise with venues and stakeholders about the best way forward
and work with the Queensland Government (Arts Queensland)
as it develops its Contemporary Music Strategy.
Emerging Brisbane band ‘Yves Klein Blue’
Playing at the Tivoli. Image courtesy of
Stuart Blythe, LifeMusicMedia.com
33
34
CONVENTIONS
KPI Description Target KPI Achievement
1. Convention and Incentive Business bid wins 31 bid wins 37 bid wins (+19%)
(including BCEC led bids)
2. Requests for Proposal sent to Convention members 220 requests 306 requests sent (+39%)
3. Delegate spend to Brisbane Tourism Region $40 million $57 million (+42.5%)
4. Membership: Number and value of Convention members 110 members and $150k revenue 115 members and $187k revenue
INVEST BRISBANE
KPI Description Target KPI Achievement
1. Attraction of new jobs to Brisbane 1,180 new jobs 1,107 new jobs plus 1,318 retained jobs
2. Attraction of Capital Investment to Brisbane $401 million $261 million (41% originating overseas)
MAJOR EVENTS BRISBANE
KPI Description Target KPI Achievement
1. Attract, develop and leverage major events 4 events bringing 200,000 visitors 10 events that brought in 344,000 visitors
LEISURE TOURISM
KPI Description Target KPI Achievement
1. Brisbane Visitor Guide distribution 300,000 copies 165,000 copies (timing of distribution changed.
More distributed in 2006-07)
2. Membership: Number and value of 400 members and $110,000 revenue 445 members and $124,000 revenue
Essential members (+11.2% and 12.7%)
3. Value of Visitor Information Revenue $1,800,000 $1,875,000
QUEEN STREET MALL
KPI Description Target KPI Achievement
1. Queen Street Mall Live Program 400 events 544 events (+36%)
2. Development of CBD Retail Strategy Preparation of strategy Strategy completed ready for implementation
during 2008-09
DESTINATION MARKETING
KPI Description Target KPI Achievement
1. Brisbane’s share of visitor nights to Queensland Domestic Visitor Nights – 20.4% Unavailable at time of publication
International Visitor Nights – 35%
2. Value of sponsorship and $634,000 revenue $943,000 revenue (+48.7%)
co-operative advertising
3. To maintain Brisbane’s positive brand perceptions To maintain the following positive brand Extensive campaign undertaken
held by Sydney and Melbourne residents associations about Brisbane in the Sydney Measurement unavailable at time of publication
and Melbourne markets:
• Up and coming (+37%)
• Offers a choice of city and natural
experiences (+34%)
• Outdoors and active (+55%)
• Fun and carefree (+57%)
• Welcoming and friendly (+41%)
CORPORATE
KPI Description Target KPI Achievement
1. Value of non-Council revenue generated by Brisbane Marketing $5,220,000 revenue $5,357,000 revenue (+2.6%)
35
THE BOARD
BRISBANE MARKETING’S BOARD COMPRISES Peter Sherrie – Director, Excel Development Group
INDEPENDENT NON-EXECUTIVE DIRECTORS WHO ARE Peter is a Past President of the Urban Development Institute of Australia (UDIA),
APPOINTED BY THE BRISBANE CITY COUNCIL. IN having led the Institute from 2004 to 2006. He is currently a Director of UDIA
2007-08, THE BOARD MET 11 TIMES TO CONSIDER Queensland and the current Vice President for the UDIA National Body. Peter has
REPORTS ON STRATEGIC, OPERATIONAL, FINANCIAL more than 16 years experience in development in Queensland and New South
AND OTHER MATTERS. Wales. He is a Director of Excel Development Group Pty Ltd and a Director of
Ian Klug (Chairman) – Company Director EDG Biloela Pty Ltd.
Ian is a Fellow of the Institute of Chartered Accountants in Australia and is a Belinda Walters – Company Director
Director of the City Business Advisory Board. He is also a Director of the Belinda has a broad range of experience in the event management, convention
Aboriginal Centre for the Performing Arts. Ian is a former Partner of Pitcher and tourism industries in South Australia. She has held a number of senior
Partners Chartered Accountants for 19 years. He is also formerly Chairman of positions in these industries, including General Manager – Australian Major
Queensland Artworkers Alliance and previously a Director of Tennis Queensland Events (South Australia) and Executive Director – Adelaide Convention and
and Councillor of Tennis Australia. Ian is currently a member of the Lord Mayor's Tourism Authority.
Business Round Table.
Anthony Hayes (appointed 26 November 2007) – Chief Executive Officer,
Mark Brodie – Chairman, Brodie Group Tourism Queensland
Mark is the Chairman of Brodie Group and founder of Brodies Mealmakers, a Anthony Hayes joined Tourism Queensland in 2005 as Executive Director
company that owns and operates quick service restaurants. Mark is also International Operations. This followed a long career in management with
Chairman of the National Retail Association, City of Brisbane Investment Qantas, which included heading up the airline’s German and Austrian
Corporation and the Lord Mayor’s Business Round Table. He also holds operations, and managing industry sales for New South Wales, product
directorships and fellowships with several other companies and organisations. development, tourism marketing and corporate sponsorships. Anthony was
Geoff Harley – Consultant, Clayton Utz appointed Chief Executive Officer of Tourism Queensland in September 2007
Geoff has practised law for more than 35 years, primarily in commercial after acting in the position for three months. He has served on several tourism
litigation. Having served as Managing Partner and Partner-in-Charge of Clayton industry boards including the Australian Tourism Export Council and Sydney
Utz's Brisbane office, Geoff resigned from the partnership and is now a Visitors and Convention Bureau. He is also a Board Director for Tourism Tropical
consultant to the firm. He currently sits on a number of boards and advisory North Queensland.
councils including the Queensland Conservatorium of Music and the Griffith Sean Ryan (appointed 26 November 2007) – General Manager,
University Business School and chairs the Translink Transit Authority. He is also Nova 106.9
an Adjunct Professor of Law at the University of Queensland. Sean Ryan launched the Nova 106.9 FM radio station in Brisbane in August
Bronwyn Morris – Company Director 2004. He began his media career in Canberra as Sales Executive for WIN
Bronwyn is a professional non-executive director whose portfolio spans a broad Television, progressing through sales, advertising and operational management
range of industries. She is a director of Spotless Group Limited, Queensland positions before being appointed head of the National Direct Sales division.
Investment Corporation, RACQ and Care Australia. Bronwyn is also a Councillor of Sean is a Director of the Starlight Children’s Foundation and chairs its Five Chefs’
Bond University and a member of the Australian Advisory Council of Parsons Dinner. He also sits on the boards of Major Brisbane Festivals and The Mater
Brinckerhoff. A Chartered Accountant, she was the first female partner of KPMG Hospital Adolescent Drug and Alcohol Withdrawal Service. Other commitments
in Queensland and the first female appointed to the Queensland State Council of include the Queensland Institute of Medical Research and the City Smart
The Institute of Chartered Accountants in Australia. She later chaired that Council Committee.
and served on the National Council of the Institute. Ian Mitchell (resigned 11 September 2007) – Former Chief Executive
Officer, Tourism Queensland
Company Secretary
David Askern, Chief Legal Counsel, City Legal Service, Brisbane City Council.
36
from left to right:
Geoff Harley, Belinda Walters, Mark Brodie,
Ian Klug, Anthony Hayes, Bronwyn Morris,
Peter Sherrie, Sean Ryan
37
CORPORATE GOVERNANCE
AUDIT AND RISK MANAGEMENT COMMITTEE CODE OF CONDUCT
The Audit and Risk Management Committee supports and advises the Board on The Code of Conduct outlines the behavioural standards required of Brisbane
the Company’s financial reporting, risk management function, control Marketing’s Board members, managers and employees.
environment and legal and regulatory compliance. It seeks independent advice
Brisbane Marketing is committed to:
where appropriate.
• conducting its business according to the highest standards of honesty,
The Board determines membership of the Committee. The Audit and Risk
integrity and respect when dealing with clientele, employees, members of
Management Committee consists of at least three Directors, the majority of
the public and representatives of other organisations with whom we come
whom, including the Chair, are independent. The Committee must hold at least
into contact on the Company's business.
four meetings per year.
• conducting all business affairs in strict compliance with all applicable laws,
The Audit and Risk Management Committee comprises:
regulations and statutory obligations. Further, to act in accordance with the
• Bronwyn Morris (Chair)
spirit of such laws, regulations and statutory obligations at all times.
• Geoff Harley
• respecting the values of others, accepting responsibility, and being
• Peter Sherrie
accountable for our actions.
• Ian Klug (ex-officio member)
• avoiding situations resulting in conflicts between personal self interest and
Committee meetings are also attended by internal and external auditors, the
our duty as employees to the company.
Chief Executive Officer, Director Finance and Operations and others at the
Committee’s discretion. FINANCIAL SUMMARY
During the year, the following functions were reviewed by internal audit: The full annual financial statements for the year ended 30 June 2008 are shown
• Advertising and Media Placement Expenditure on pages 42 to 62 of this report.
• Implementation of Agreed Outcomes from previous Assurance Services
FINANCIAL COMMENTARY
Reviews
The summarised Income Statement for the year ended 30 June 2008 is as follows:
• Procurement Contracts
2008 2007
The structure and adequacy of Brisbane Marketing’s insurances are evaluated
every year. $000’s $000’s
Revenue 15,663 14,367
In 2008-09, the current business risk register will be enhanced and managed
through controls and actions identified in the 2008-09 Business Plan. The risk Expenses 14,137 14,009
register will be reviewed quarterly. Net profit attributable to members 1,526 358
of the company
REMUNERATION AND SUCCESSION COMMITTEE
The Remuneration and Succession Committee was formed in March 2007 to
support and advise the Board in relation to Brisbane Marketing’s remuneration The strong surplus delivered during 2008 has been achieved through financial
and succession policies and practices. discipline and operating efficiencies, whilst still delivering on business KPIs.
This surplus will be transferred to Retained Income (net of $100,000 transfer to
The Board determines membership of the Committee. The Remuneration and
reserves) to be used to support new revenue initiatives and to fund a budgeted
Succession Committee consists of at least three Directors, the majority of whom,
deficit during 2009.
including the Chair, are independent. The Committee must hold at least three
meetings per year. The transfer of the surplus to Retained Income is in keeping with the Business
Plan assumption to increase Retained Income reserves to 20% of annual turnover.
The members of the Remuneration and Succession Committee are:
• Geoff Harley (Chair)
• Belinda Walters
• Ian Klug (ex officio member)
38
OVERSEAS TRAVEL
CLIENTS AND ASSOCIATES
Month Name Department Reason for Travel Duration (days)
August 2007 Prof. Keith Benson Conventions Delegate Boosting in Brisbane for the 2009 International Society 3
for History Philosophy and Social Studies of Biology Conference –
costs shared with BCEC
September 2007 Mr Craig Hinton Conventions Delegate Boosting in Hawaii for the International Society for 5
Mr Jeremy Young Arboriculture Conference in 2008 and 2011 – costs shared with
BCEC
June 2008 Mr Paul Wilson Conventions Brisbane site inspection for World Dental Congress in 2013 – costs 2
shared with BCEC
June 2008 Ms Angela Antrobus Conventions UK journalist media familiarisation in Brisbane 7
BRISBANE MARKETING PTY LTD STAFF
Month Name Department Reason for Travel Duration (days)
August 2007 Michael Magner Leisure Tourism New Zealand – Participation in Queensland on Tour in New Zealand 11
October 2007 Paul Lewin Conventions Thailand – Attending the International Congress & Convention 5
Association (ICCA) congress and exhibition
October 2007 Daniel Havas Invest Brisbane Canada and The United States of America – To attend Agricultural 21
Biotechnology International Convention in Calgary and client
meetings mainly in Health & Life Sciences sector
November 2007 Steven Silvester Invest Brisbane England – To attend client meetings with key organisations in the 18
Creative Industries and Information Technology sectors
November 2007 Michael Magner Leisure Tourism Canada and the United States of America – To attend meetings 16
with key wholesalers and tour operators
March 2008 Annabel Sullivan Conventions China – To attend Tourism Australia Business Events Educational 5
(TABEE) in Macau
April 2008 Annabel Sullivan Conventions Germany – To attend International Meeting Events Expo (IMEX) 15
conference in Frankfurt
April 2008 Daniel Havas Invest Brisbane United States of America – To attend BIO Convention and also 14
business development and lead generation meetings through OCO
Global Limited
39
CU
EXECUTIVE TEAM
CHIEF EXECUTIVE OFFICER
John Aitken was appointed Chief Executive Officer on 18 February 2008. John brings to Brisbane Marketing extensive experience and
proven success in leading major events and marketing several iconic Australian projects. Prior to joining Brisbane Marketing, he was General
Manager Events and Marketing for the Sydney Royal Easter Show. In 2007 his leadership and achievements were acknowledged when the
Sydney Royal Easter Show won the Australian Tourism Award in the Major Festival and Events Category, eclipsing Melbourne’s
Commonwealth Games and the Gold Coast Indy Carnival. John’s experience in major events and in-depth understanding of the tourism
industry have been translated into a number of self-authored strategic plans, including the Sydney Olympic Park Authority Event Plan,
Tourism Sydney Events Plan and Sydney Harbour Foreshore Authority Events and Marketing Plans. John was the founding Producer and
Director of Brisbane’s Riverfestival and Riversymposium.
DIRECTOR FINANCE AND OPERATIONS
Gary Greig joined the Company in September 2006. He is a qualified accountant, having trained in a professional accountancy practice and
has spent most of his career working in the marketing, tourism and information technology (IT) recruitment sectors in Australia, England and
Africa. Gary is a member of the Institute of Chartered Accountants of Zimbabwe and recently became a member of the Institute of Chartered
Accountants of Australia. He is responsible for financial management, risk management, corporate administration, information technology
(IT) and insurance.
DIRECTOR BUSINESS EVENTS
Annabel Sullivan joined Brisbane Marketing in February 2006, bringing almost 20 years of diverse experience in the tourism, conference
and incentive industry. She has worked for major brands and stakeholders in the tourism industry including Tourism Queensland, Qantas
Australian Resorts, P&O Australian Resorts, and Voyages Hotels and Resorts. Her wealth of experience enables her to focus on the key
responsibility of the Convention Bureau to attract business events to Brisbane.
DIRECTOR INVEST BRISBANE
Daniel Havas leads the Invest Brisbane team, responsible for attracting and retaining quality and sustainable business investment in the
city. He also manages the Life Sciences sector and oversees the corporate partnership program and the many strategic initiatives driven
by Invest Brisbane. Daniel sits on the Queensland Trade and Export Council and the Australia TradeCoast Marketing Working Group.
Previously Daniel was the International Sales Manager for the Brisbane Convention and Exhibition Centre. He holds a Bachelor
International Business and Hotel Management.
DIRECTOR EXPORT BRISBANE
Gordon Scott is the Director of Export Brisbane, a new division of Brisbane Marketing which identifies and develops export opportunities
for Brisbane-based businesses in targeted sectors. Gordon previously managed the Brisbane City Council Sister City and international
relations programs and has extensive experience in the public and private sectors, including positions as Director, International Business
and Relations Development at Mincom and Business Development Manager – Europe, for the Queensland Government Trade and
Investment Office in London. He holds a Graduate Diploma in Technology Management and a Bachelor of Commerce from the University
of Queensland, and a Bachelor of Arts in Modern Asian Studies from Griffith University.
NEW POSITIONS IN 2008/09
HUMAN RESOURCES MANAGER DIRECTOR RETAIL MARKETING AND MAJOR EVENTS
The Human Resources Manager is responsible for attracting and developing a The Director Retail Marketing and Major Events is responsible for developing and
highly motivated team, implementing appropriate Workplace Health & Safety leveraging existing events, researching, bidding and winning new events, and
policies and procedures, developing the sustainability strategy and the staff packaging and promoting major events as a core product offer for the city. The
community engagement program. role also includes retail marketing support program for the Queen Street Mall
and the CBD.
DIRECTOR MARKETING AND COMMUNICATIONS
The Director Leisure and Marketing is responsible for Leisure Tourism and
OTHER EXECUTIVES WHO HELD POSITIONS IN 2007-08 WERE:
membership, Destination Management and Marketing, Media and
Brett Fraser, Director Invest Brisbane until August 2007
Communications, Digital Marketing and the Visitor Information Centre.
David Regan, Chief Executive Officer until October 2007
Benjamin Topham, Director Invest Brisbane until October 2007
Paul Lewin, Director Business Development until January 2008
Leonard Costantini, Director Marketing and Major Events until July 2008
40
FINANCIAL STATEMENTS
ANNUAL
FINANCIAL
STATEMENTS
CONTENTS PAGE
Directors’ Report 42
Income Statement 44
Balance Sheet 45
Statement of Changes in Equity 46
Statement of Cash Flows 47
Notes to and forming part of the Financial Statements 48-58
Directors’ Declaration 59
Auditor’s Independence Declaration 60
Auditor-General’s Independent Audit Report to the 61-62
Members of Brisbane Marketing Pty Ltd
41
BRISBANE MARKETING PTY LTD
DIRECTORS’ REPORT
The directors present their report on the company for the FUTURE DEVELOPMENTS
financial year ended 30 June 2008. Brisbane Marketing Pty Ltd expects to continue to focus on fulfilling
its role to position and promote Brisbane as a destination of choice for
its business, tourism and lifestyle. Its direction will continue to be
DIRECTORS
guided by the Brisbane Economic Development Plan 2006 - 2011 and
The names of directors in office at any time during or since the end of
Living in Brisbane Vision 2026.
financial year are:
I Klug
DIRECTORS’ BENEFITS
B Walters
Related Party transactions are disclosed in note 16 of the financial
B Morris
statements.
M Brodie
P Sherrie
G Harley
COMPANY DETAILS
A Hayes (appointed 26 November 2007)
The company is an Australian proprietary company limited by shares,
S Ryan (appointed 26 November 2007)
incorporated and registered in Brisbane, Queensland.
I Mitchell (resigned 11 September 2007)
The Brisbane City Council is the sole shareholder.
The registered address is:
PRINCIPAL ACTIVITIES
Level 23, Brisbane Square
The principal activity of the company during the financial year was to
266 George Street
position and promote Brisbane and its surrounds to local, national and
Brisbane QLD 4000
international audiences to achieve sustainable social and economic
Australia
benefits for the local comunity including residents and businesses.
The principal place of business is:
Guided by the direction set out in the Brisbane Economic
Level 12, 15 Adelaide Street
Development Plan 2006 - 2011 and Living in Brisbane Vision 2026,
Brisbane QLD 4000
Brisbane Marketing Pty Ltd leads the following Brisbane 2026
Australia
strategies: Marketing the city, and Investment and jobs attraction and plays
a key role in: Productive precincts, Workforce availability and capability, and
Export market development.
OPERATING ACTIVITIES
The profit from ordinary activities after income tax of the company for
the financial year ended 30 June 2008 was $1,525,756 (2007:
$357,818).
REVIEW OF OPERATIONS
The majority of revenue received by the company was by way of
grants from the Brisbane City Council. The majority of expenses
incurred was in relation to labour costs and advertising and
promotional events.
42
BRISBANE MARKETING PTY LTD
DIRECTORS’ MEETINGS
During the year, the number of Directors’ meetings and number of meetings attended by each of the directors of the company are:
Names Number eligible to attend Number attended
I Klug 11 11
B Walters 11 11
B Morris 11 10
M Brodie 11 8
P Sherrie 11 10
G Harley 11 10
A Hayes 7 4
S Ryan 7 6
I Mitchell 2 2
AUDITOR’S INDEPENDENCE DECLARATION
A copy of the auditor’s independence declaration as required under section 307c of the Corporations Act 2001 is set out on page 60.
Signed in accordance with a resolution of the Directors.
I Klug G Harley
Chairman Director
24/9/2008 24/9/2008
43
BRISBANE MARKETING PTY LTD
INCOME STATEMENT
FOR THE YEAR ENDED 30 JUNE 2008
Note 2008 2007
$ $
Revenue 2 15,663,000 14,367,320
Expenses 3 14,137,244 14,009,502
Net profit attributable to members of the company 1,525,756 357,818
44 The Income Statement should be read in conjunction with the accompanying notes.
BRISBANE MARKETING PTY LTD
BALANCE SHEET
AS AT 30 JUNE 2008
Note 2008 2007
$ $
CURRENT ASSETS
Cash 4 5,601,287 4,022,263
Receivables 5 240,169 531,299
Inventories 6 27,244 55,459
Other 7 45,152 23,432
Total Current Assets 5,913,852 4,632,453
NON CURRENT ASSETS
Plant and equipment 8 149,957 180,454
Intangible assets 9 4,264 4,796
Total Non Current Assets 154,221 185,250
Total Assets 6,068,073 4,817,703
CURRENT LIABILITIES
Trade and other payables 10 2,050,454 2,123,992
Provision for long service leave 12 73,204 71,565
Other liabilities 11 913,722 1,105,857
Total Current Liabilities 3,037,380 3,301,414
NON CURRENT LIABILITIES
Provision for long service leave 12 28,768 40,120
Total Non Current Liabilities 28,768 40,120
Total Liabilities 3,066,148 3,341,534
Net Assets 3,001,925 1,476,169
SHAREHOLDER’S EQUITY
Contributed equity 1 1
Reserves 13 344,927 245,447
Retained profits 2,656,997 1,230,721
Total Shareholder’s Equity 3,001,925 1,476,169
The Balance Sheet should be read in conjunction with the accompanying notes. 45
BRISBANE MARKETING PTY LTD
STATEMENT OF CHANGES IN EQUITY
FOR THE YEAR ENDED 30 JUNE 2008
2007/08
Note Total Contributed Reserves Retained Profits
Equity
$ $ $ $
Balance at beginning of year 1,476,169 1 245,447 1,230,721
Net profit 1,525,756 - - 1,525,756
Transfers from reserve 13 - - (165,639) 165,639
Transfers to reserve 13 - - 265,119 (265,119)
Balance at Year End 3,001,925 1 344,927 2,656,997
2006/07
Note Total Contributed Reserves Retained Profits
Equity
$ $ $ $
Balance at beginning of year 1,118,351 1 104,290 1,014,060
Net profit 357,818 - - 357,818
Transfers from reserve 13 - - - -
Transfers to reserve 13 - - 141,157 (141,157)
Balance at Year End 1,476,169 1 245,447 1,230,721
46 The Statement of Changes in Equity should be read in conjunction with the accompanying notes.
BRISBANE MARKETING PTY LTD
STATEMENT OF CASH FLOWS
FOR THE YEAR ENDED 30 JUNE 2008
Note 2008 2007
$ $
CASH FLOWS FROM OPERATING ACTIVITIES
Cash receipts from customers 5,466,722 4,940,527
Payments to suppliers and employees (15,307,192) (14,738,083)
Interest received 387,327 319,438
GST paid to the Australian Tax Office (624,255) (486,564)
Net Cash Flows used in operating activities 14 (10,077,398) (9,964,682)
CASH FLOWS FROM INVESTING ACTIVITIES
Payments for property, plant and equipment - (52,948)
Payments for intangibles (4,567) (1,250)
Net Cash Flows used in investing activities (4,567) (54,198)
CASH FLOWS FROM GOVERNMENT FUNDING
Proceeds from subsidies and grants 11,660,989 10,530,600
Net Cash Flows provided by Government funding 11,660,989 10,530,600
NET INCREASE IN CASH HELD 1,579,024 511,720
Cash at the beginning of the year 4,022,263 3,510,543
Cash at the end of the year 4 5,601,287 4,022,263
The Statement of Cash Flows should be read in conjunction with the accompanying notes. 47
BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
1. STATEMENT OF SIGNIFICANT ACCOUNTING POLICIES
The following is a summary of the material accounting policies adopted by the company in the preparation of the financial report.
(a) Statement of compliance
The financial report is a general purpose financial report which has been prepared in accordance with the requirements of the Australian
Accounting Standards (AASBs) and the Corporations Act 2001.
Australian Accounting Standards that have been issued but are not yet effective have not been adopted in the current reporting period as
they are either not applicable to the company or will have no material financial impact when adopted.
(b) Basis of preparation
The financial report is prepared on an accrual basis. It is based on historical costs, and does not take into account changing money values or,
except where stated, current valuations of non-current assets. Cost is based on the fair values of the consideration given in exchange for
assets. The accounting policies have been consistently applied, unless otherwise stated.
(c) Income Tax
The company’s activities are exempt from income tax. The company was subject to the Tax Equivalents Regime under the National
Competition Policy until 30 June 2005.
(d) Goods and Services Tax
Revenues, expenses, intangibles, plant and equipment are recognised net of the amount of goods and services tax (GST), except where the
amount of GST incurred is not recoverable from the Australian Tax Office (ATO). In these circumstances the GST is recognised as part of the
cost of acquisition of the asset or as part of an item of the expense.
Receivables and payables are stated with the amount of GST included.
The net amount of GST recoverable from, or payable to, the ATO is included as a current asset or liability in the Balance Sheet.
Cash flows are included in the statement of cash flows on a gross basis. The GST components of cash flows arising from investing and
financing activities which are recoverable from, or payable to, the ATO are classified as operating cash flows.
(e) Revenue
Revenue from the sale of goods is recognised upon the delivery of goods to the customer.
Revenue from the rendering of services is recognised upon the delivery of the service to the customer.
Grants, subsidies and sponsorships are recognised as revenue when the company obtains control over assets comprising these
contributions.
Interest revenue is brought to account when earned.
(f) Contra Revenues and Expenses
Contra benefits represent benefits derived by the company for services received pursuant to the terms and conditions of various sponsorship
agreements. Contra benefits are recognised in the financial report at their estimated fair market value at time of consumption (revenues
and expenses being shown gross and not offset).
(g) Cash
For the purposes of the statement of cash flows, cash includes cash on hand and in banks and money market investments readily
convertible to cash within two working days.
(h) Receivables
Receivables are due for settlement in 30 days and are carried at amounts due. An analysis of outstanding receivables is shown in Note
21.(c). The collectability is assessed at period end and an allowance is made for doubtful accounts.
(i) Inventories
Inventories represent ticket stock and are measured at the lower of cost and net realisable value.
(j) Plant, Equipment and Intangibles
Plant, equipment and intangibles are carried at cost less, where applicable, any accumulated depreciation. Items of plant, equipment and
intangibles with a total cost of less than $1,000 are treated as an expense in the year of acquisition. All other items of plant, equipment and
intangibles are capitalised and subject to impairment testing.
48
BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
1. STATEMENT OF SIGNIFICANT ACCOUNTING POLICIES (continued)
(k) Depreciation and Amortisation
Depreciation is calculated on a straight line and diminishing value basis so as to write off the net cost or revalued amount of each item of
property, plant, equipment and intangibles over its expected useful life to the company. Estimates of remaining useful lives are made on a
regular basis for all assets, with annual reassessments for major items.
The depreciation and amortisation rates used for each class of asset are:
Depreciation rates:
Furniture and fittings Between 4 and 20 years
Computer equipment Between 3 and 4 years
Amortisation rates:
Computer software 2.5 years
(l) Trade and Other Payables
Creditors and accruals represent liabilities for goods and services provided to the company prior to the end of the financial year and which
are unpaid. These amounts are unsecured and are usually paid within 30 days.
(m) Employee Benefits
Employee benefits relate to amounts expected to be paid to or on behalf of employees for annual leave, long service leave, workers’
compensation and superannuation.
Accrued annual leave is recognised in other payables and represents the amount which Brisbane Marketing Pty Ltd has a present obligation
to pay resulting from employees’ services provided up to balance date. The accrual has been calculated at nominal amounts based on
remuneration rates expected to be paid when the liability is settled and includes related on-costs.
The provision for long service leave represents the present value of the estimated future cash outflows to be made by the company
resulting from employees’ services provided up to balance date.
The provision comprises amounts that the company has a present obligation to pay resulting from employees’ services provided up to
balance date and an estimate of future obligations taking into account future increases in wage and salary rates, periods of service and
experience of employee departures. Related on-costs have also been included in the provision.
Contributions are made by the company to an employee superannuation fund and are charged as an expense when incurred.
(n) Reserves
The Convention Bids reserve was created for unspent funds relating to future conventions.
The Major Events Brisbane (MEB) reserve was created for unspent funds relating to future major events.
49
BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
2008 2007
$ $
2. REVENUE
Ticket sales through Visitor Information Centre 1,752,902 1,455,441
Advertising, sponsorship and membership income 1,726,454 1,613,506
Grants, subsidies and sponsorships - Brisbane City Council (note 16.(c)) 10,305,612 9,337,000
Grants, subsidies and sponsorships - Other 1,355,376 1,193,600
Interest Income 387,327 319,438
Income from Brisbane Convention & Visitors Bureau Funds - 106,642
Contribution from Velocity Brisbane - 209,761
Other income 135,329 131,932
Total revenue 15,663,000 14,367,320
The contribution from Velocity Brisbane is made up of the transfer of the following assets
and liabilities to Brisbane Marketing Pty Ltd on 1 July 2006 following the merger of
Velocity Brisbane and Brisbane Marketing Pty Ltd:
Cash - 390,443
Receivables - 130,097
Plant and Equipment - 9,976
Payables - (244,757)
Provision for Employee Benefits - (75,998)
Contribution from Velocity - 209,761
3. EXPENSES
Employee expenses 4,715,905 4,719,354
Materials and services 3,745,614 3,687,634
Advertising and publications 4,767,480 4,491,126
Business development 819,590 1,005,028
Depreciation and amortisation 25,449 32,489
Bank charges 17,052 14,641
Assets written off 10,147 38,794
Auditing fees - Queensland Audit Office (audit of accounts) 11,600 10,436
Auditing fees - Ernst & Young (final audit of Velocity Brisbane) (3,305) 10,000
Auditing fees - Brisbane City Council (internal audit) 27,712 -
Total expenses 14,137,244 14,009,502
Included in Materials and Services is the cost of goods sold through
the Visitor Information Centre amounting to: 1,513,537 1,239,390
50
BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
2008 2007
$ $
4. CASH
Current
Cash on hand 1,500 1,500
Cash at bank
Cheque Account 306,135 146,610
QTC - Capital Guaranteed Fund 4,829,432 3,334,240
CBA - Convention Loan Scheme - 200,000
CBA - BCVB Marketing Funds 145,727 185,089
Visitor Information Centre Trust Account/Client Travel Account 318,493 154,824
5,601,287 4,022,263
The company operates a Client Travel Account in which amounts are held pending payment of operators. This fund is maintained in accordance
with the Travel Compensation Fund Guidelines.
In July 2006, the company set up the City Bid Fund with Brisbane Convention and Exhibition Centre (BCEC) and hotel industry partners. The fund
was created to provide commercial incentives to attract business events to Brisbane. A separate bank account was opened in the names of the
interested parties and Brisbane Marketing agreed to handle the administration of the fund.
As Brisbane Marketing only administers these funds, they are not disclosed in its balance sheet. At balance sheet date, the balance in the City
Bid Fund bank account was $870,611 (2007: $345,477).
The company operated a Convention Loan Scheme for which funds were placed in a separate bank account and were administered by a
Committee chaired by the company. Its purpose was to provide commercial incentives to attract business events to Brisbane. In November 2007,
the Board approved the transfer of the balance of the Convention Loan Scheme into the City Bid Fund resulting in the closure of the CBA -
Convention Loan Scheme account.
A separate bank account has been set up for the balance of funds from Brisbane Convention and Visitors Bureau Limited (BCVB). The funds are
expended by the company for the purpose of conducting convention and leisure marketing activities. It is jointly managed by the company and
Tourism Queensland.
Excess funds are invested in the QTC Capital Guaranteed Cash Fund account.
5. RECEIVABLES
Current
Trade 221,419 457,450
Corporate Partnerships 18,750 66,174
Other - 7,675
240,169 531,299
6. INVENTORIES
Current
Stock of tickets 27,244 55,459
51
BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
2008 2007
$ $
7. OTHER ASSETS
Current
Deposits paid - 14,700
Prepayments 45,152 8,732
45,152 23,432
8. PLANT AND EQUIPMENT
(a) Plant and Equipment
Computer equipment -
At cost 1,376 4,740
Accumulated depreciation (1,124) (3,134)
252 1,606
Office furniture & equipment -
At cost 98,275 113,369
Accumulated depreciation (43,817) (38,154)
54,458 75,215
Fixtures & Fittings -
At cost 119,558 119,558
Accumulated depreciation (24,311) (15,925)
95,247 103,633
149,957 180,454
(b) Movements in Carrying Amounts
Computer Office Fixtures &
Equipment Furniture Fittings 2008 2007
& Equipment Total Total
$ $ $ $ $
Balance at the beginning of year 1,606 75,215 103,633 180,454 155,897
Additions - 52,947
Disposals / write-offs (374) (9,773) (10,147) (5,162)
Depreciation expense (980) (10,984) (8,386) (20,350) (23,228)
Carrying amount at the end of year 252 54,458 95,247 149,957 180,454
9. INTANGIBLES
(a) Intangibles
Computer software -
At cost 35,464 53,328
Accumulated amortisation (31,200) (48,532)
4,264 4,796
52
BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
(b) Movements in Carrying Amounts
Computer Total Total
Software 2008 2007
$ $ $
Balance at the beginning of year 4,796 4,796 46,439
Additions 4,567 4,567 1,250
Disposals - - (33,631)
Depreciation expense (5,099) (5,099) (9,262)
Carrying amount at the end of year 4,264 4,264 4,796
2008 2007
$ $
10. TRADE AND OTHER PAYABLES
Current
Trade creditors and accruals 1,310,225 1,418,680
Other creditors and accruals 537,000 506,206
Accrued annual leave 203,229 199,106
2,050,454 2,123,992
11. OTHER LIABILITIES
Current
Unearned revenue from Brisbane Convention & Visitors Bureau 249,537 449,537
Sales income in advance 485,550 484,260
Partner income in advance 90,833 38,452
Membership subscriptions in advance 87,802 133,608
913,722 1,105,857
12. PROVISION FOR LONG SERVICE LEAVE
Current
Long service leave 73,204 71,565
Non-Current
Long service leave 28,768 40,120
The current and non-current portions of the provision have been
determined on the basis of legal entitlement.
The apportionment based on expected settlement time frames is:
2008 2007
$ $
Not later than 1 year 46,307 43,391
Later than 1 year 55,665 68,294
101,972 111,685
Number of employees at year end 60 59
53
BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
2008 2007
$ $
13. MOVEMENT IN RESERVES
(i) Reserve - Convention Bids
Balance at the beginning of year 145,447 104,290
Transfer to meet current period expenditure (65,639) -
Transfer to meet future expected expenditure 165,119 41,157
Balance at end of year 244,927 145,447
(ii) Reserve - Major Events Brisbane
Balance at the beginning of year 100,000 -
Transfer to meet current period expenditure (100,000) -
Transfer to meet future expected expenditure 100,000 100,000
Balance at end of year 100,000 100,000
344,927 245,447
14. CASH FLOW INFORMATION
Reconciliation of profit to the net cash flows used in operating activities
Net Profit 1,525,756 357,818
Revenue attributable to subsidies and grants (11,660,989) (10,530,600)
Non-cash flows in profit from ordinary activities
Depreciation 25,449 32,489
Write off of assets 10,147 38,793
Changes in assets and liabilities:
(Increase) / decrease in
Trade debtors 291,130 (481,890)
Inventories 28,215 (13,593)
Other assets (21,720) (22,373)
Increase / (decrease) in
FBT Payable (2,210) 6,812
Creditors (71,859) 234,991
Revenue received in advance 1,291 411,533
Brisbane Convention & Visitors Bureau income (200,000) (106,643)
Membership / partnership income 6,575 72,829
Provisions (9,183) 35,152
Net cash flows used in operating activities (10,077,398) (9,964,682)
15. SEGMENT REPORTING
The Company operates predominantly in one geographical segment and one industry segment as a promoter of Brisbane for tourism,
conventions and business investment activities.
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BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
16. RELATED PARTY TRANSACTIONS
Directors
The names of persons who have held the office of director during the year are:
I Klug M Brodie S Ryan (appointed 26 November 2007)
B Walters B Morris A Hayes (appointed 26 November 2007)
P Sherrie G Harley I Mitchell (resigned 11 September 2007)
2008 2007
$ $
(a) Directors remuneration
Directors Fees 106,632 107,529
Superannuation 9,597 9,677
116,229 117,206
(b) Key management personnel
compensation
Short-term employee benefits 914,164 886,214
(c) Transactions with the Brisbane City Council, the ultimate and Australian
controlling entity
During the year Brisbane City Council provided grants and subsidies to Brisbane Marketing Pty Ltd
with a total value of $10,305,612 (2007: $9,337,000).
In addition the amounts for goods and/or services supplied by Brisbane City Council based on
normal terms and conditions to the company were as follows:
Accounting Services 7,482 -
Car Lease 18,114 42,178
Cleaning 1,870 2,679
Insurance Services 13,721 14,395
Internal Audit Services 23,515 -
Labour Hire 19,240 36,364
Legal Services 13,020 11,078
Parking - 4,710
Promotional Services 12,920 4,664
Rent - 21,214
Tickets 33,933 14,475
Training - 1,280
Venue Hire 753 -
Web Sites 300 3,600
Work Cover Costs 9,996 9,684
154,864 166,321
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BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
16. RELATED PARTY TRANSACTIONS (CONTINUED)
(d) Transactions with director related parties
Director Related Party Transaction Purchases Sales
$ $
I Klug Pitcher Partners Consultancy and other services 34,471 -
M Brodie National Retail Association Memberships 907 -
G Harley Clayton Utz Sales represent partnership contributions - 75,000
Griffith University from Clayton Utz, venue hire and 3,362 20,000
Rowlands Pty Ltd training 32,924 -
A Hayes Tourism Queensland Grants, promotional activities, advertising and subscriptions 173,720 1,501,404
S Ryan Nova 106.9 Venue hire and membership - 2,286
Major Brisbane Festival - 286
245,384 1,598,976
17. EVENTS SUBSEQUENT TO REPORTING DATE
No events of a material nature have occurred subsequent to balance sheet date.
18. CONTINGENCIES
There are no contingent liabilities of a material nature as at balance sheet date.
19. COMMITMENTS
(a) Lease Rental Commitments
The operating lease rentals of property, plant and equipment contracted for at
balance sheet date but not provided in the financial statements are payable as follows:
2008 2007
$ $
Not later than 1 year 386,859 371,997
Later than 1 year but not later than 5 years 1,037,061 1,423,445
1,423,920 1,795,442
(b) Contractual Commitments in respect of Operating Expenditure
Contractual commitments at balance sheet date but not provided for in the financial statements
are payable as follows:
Not later than 1 year 130,222 239,320
Later than 1 year but not later than 5 years 196,344 119,305
326,566 358,625
20. ECONOMIC DEPENDENCY
Brisbane Marketing’s activities are dependent upon grant funding from the Brisbane City Council. Funding support has been agreed to by the
Council for 2008/09.
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BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
21. FINANCIAL INSTRUMENTS DISCLOSURE
(a) Liquidity risk
Liquidity risk refers to the situation where an entity encounters difficulty in meeting obligations associated with financial liabilities.
The following table sets out the contractual maturity of the company’s Financial Assets and Financial Liabilities:
Note WAIR Floating Interest Non-Interest Total
Bearing Bearing
2007/08 $ $ $
Financial Assets
Cash 4 7.74% 5,599,787 1,500 5,601,287
Receivables 5 - 240,169 240,169
Total financial assets 5,599,787 241,669 5,841,456
Financial Liabilities
Payables 10 - 2,050,454 2,050,454
Other liabilities 11 - 913,722 913,722
Provision for long service leave 12 - 101,972 101,972
Total financial liabilities - 3,066,148 3,066,148
Net financial assets/(liabilities) 5,599,787 (2,824,479) 2,775,308
Note WAIR Floating Interest Non-Interest Total
Bearing Bearing
2006/07 $ $ $
Financial Assets
Cash 4 6.37% 4,020,763 1,500 4,022,263
Receivables 5 - 531,299 531,299
Total financial assets 4,020,763 532,799 4,553,562
Financial Liabilities
Payables 10 - 2,123,992 2,123,992
Other liabilities 11 - 1,105,857 1,105,857
Provision for long service leave 12 - 111,685 111,685
Total financial liabilities - 3,341,534 3,341,534
Net financial assets/(liabilities) 4,020,763 (2,808,735) 1,212,028
WAIR – refers to the Weighted Average Interest Rate applicable to each class of financial asset and liability.
(b) Interest rate risk
Interest rate risk is the risk that the value of a financial instrument will fluctuate as a result of changes in market rates.
Exposure to interest rate risk arises predominantly from assets and liabilities bearing variable interest rates as the company intends to hold
financial assets and liabilities to maturity.
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BRISBANE MARKETING PTY LTD
NOTES TO AND FORMING PART OF THE FINANCIAL STATEMENTS
FOR THE YEAR ENDED 30 JUNE 2008
21. FINANCIAL INSTRUMENTS DISCLOSURE (CONTINUED)
(b) Interest rate risk (continued)
Interest Rate Sensitivity
The following table details the company’s sensitivity to an expected 3% maximum fluctuation in interest rates if all other variables
were held constant:
Increase / (Decrease) in Operating Capability and Equity 2008 2007
$ $
3% increase in interest rate 167,994 120,623
3% decrease in interest rate (167,994) (120,623)
(c) Credit risk
The maximum exposure to credit risk at balance date to recognised financial assets is the carrying amount of those assets, net of any allowance
for doubtful debts, as disclosed in the balance sheet and notes to the financial statements.
The following table represents an analysis of the age of the company’s financial assets:
Trade and Other Receivables 2008 2007
$ $
Less than 30 days 219,578 363,704
Past due 1 - 30 days 12,023 65,391
31 - 60 days 8,568 9,651
61 - 90 days - 36,434
over 90 days - 56,119
Total 240,169 531,299
Trade and Other Receivables have been assessed for impairment.
(d) Net fair values
The net fair values of the financial assets and liabilities approximate their carrying value.
58
BRISBANE MARKETING PTY LTD
DIRECTORS’ DECLARATION
The directors of the company declare that:
1. The financial statements and notes, as set out on pages 41 to 58 present fairly the company’s financial position as at 30 June 2008 and its
performance for the year ended on that date in accordance with the Australian Accounting Standards and other mandatory professional
reporting requirements;
2. In the directors’ opinion there are reasonable grounds to believe that the company will be able to pay its debts as and when they become
due and payable.
This declaration is made in accordance with a resolution of the Board of Directors.
On behalf of the Board
I Klug G Harley
Chairman Director
24/9/2008 24/9/2008
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BRISBANE MARKETING PTY LTD
AUDITOR’S INDEPENDENCE DECLARATION
To the Directors of Brisbane Marketing Pty Ltd
This audit independence declaration has been provided pursuant to s.307C of the Corporations Act 2001.
Independence Declaration
As lead auditor for the audit of Brisbane Marketing Pty Ltd for the year ended 30 June 2008, I declare that, to the best of my knowledge and
belief, there have been –
a) no contraventions of the auditor independence requirements of the Corporations Act 2001 in relation to the audit; and
b) no contraventions of any applicable code of professional conduct in relation to the audit.
B MACRAE CPA Queensland Audit Office
As Delegate of the Auditor-General of Queensland Brisbane
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BRISBANE MARKETING PTY LTD
INDEPENDENT AUDITOR’S REPORT
To the Members of Brisbane Marketing Pty Ltd.
Report on the Financial Report
I have audited the accompanying financial report of Brisbane Marketing Pty Ltd which comprises the balance sheet as at 30 June 2008, and the
income statement, statement of changes in equity and statement of cash flows for the year ended on that date, a statement of significant
accounting policies, other explanatory notes and the directors’ declaration.
Directors’ Responsibility for the Financial Report
The directors of the company are responsible for the preparation and fair presentation of the financial report in accordance with Australian
Accounting Standards (including the Australian Accounting Interpretations) and the Corporations Act 2001. This responsibility includes establishing
and maintaining internal controls relevant to the preparation and fair presentation of the financial report that is free from material
misstatement, whether due to fraud or error; selecting and applying appropriate accounting policies; and making accounting estimates that are
reasonable in the circumstances.
Auditor’s Responsibility
My responsibility is to express an opinion on the financial report based on the audit. The audit was conducted in accordance with Auditor-General
of Queensland Auditing Standards, which incorporate the Australian Auditing Standards. These Auditing Standards require compliance with relevant
ethical requirements relating to audit engagements and that the audit is planned and performed to obtain reasonable assurance whether the
financial report is free from material misstatement.
An audit involves performing procedures to obtain audit evidence about the amounts and disclosures in the financial report. The procedures
selected depend on the auditor’s judgement, including the assessment of risks of material misstatement in the financial report, whether due to
fraud or error. In making those risk assessments, the auditor considers internal control relevant to the entity’s preparation and fair presentation
of the financial report in order to design audit procedures that are appropriate in the circumstances, but not for the purpose of expressing an
opinion on the effectiveness of the entity’s internal control. An audit also includes evaluating the appropriateness of accounting policies and the
reasonableness of accounting estimates made by the directors, as well as evaluating the overall presentation of the financial report.
I believe that the audit evidence obtained is sufficient and appropriate to provide a basis for my audit opinion.
Independence
The Financial Administration and Audit Act 1977 promotes the independence of the Auditor-General and QAO authorised auditors. The
Auditor-General is the auditor of all Queensland public sector entities and their controlled entities and can only be removed by Parliament.
The Auditor-General may conduct an audit in any way considered appropriate and is not subject to direction by any person about the way in
which audit powers are to be exercised. The Auditor-General has for the purposes of conducting an audit, access to all documents and property
and can report to Parliament matters which in the Auditor-General’s opinion are significant.
In conducting the audit, the independence requirements of the Corporations Act 2001 have been complied with. I confirm that the independence
declaration required by the Corporations Act 2001, provided to the directors of Brisbane Marketing Pty Ltd on 24 September 2008, would be in
the same terms if provided to the directors as at the date of this auditor’s report.
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BRISBANE MARKETING PTY LTD
INDEPENDENT AUDITOR’S REPORT
Auditor’s Opinion
In my opinion –
(a) the financial report of Brisbane Marketing Pty Ltd is in accordance with the Corporations Act 2001, including –
(i) giving a true and fair view of the company’s financial position as at 30 June 2008 and of its performance for the year ended on that date;
and
(ii) complying with Australian Accounting Standards (including Australian Accounting Interpretations) and the Corporations Regulations 2001.
B MACRAE CPA
Audit Manager Queensland Audit Office
(as Delegate of the Auditor-General of Queensland) Brisbane
62
