Australia Day Overview _w prospecting blurb inc_

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					Australia Day
The nation’s largest community celebration
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Australia Day - Quick Facts

Ø   Australia Day is the largest annual community celebration in Australia.

Ø   In NSW alone, an estimated 2 million people join in to celebrate our national pride,
    freedoms and cultural diversity, including approximately 500,000 people in the CBD.

Ø   The Australia Day Council of NSW is the peak organising body for the 5,000 inspirational
    Australia Day events and programs that take place across the state throughout the year:

Ø   The importance of the occasion and wide demographic appeal ensures these activities
    enjoy tremendous community, corporate and political support.

Ø   The Australia Day Council has almost 100 corporate supporters.

Ø   The NSW celebrations receive substantial local and national media coverage and also
    regularly gain valuable international media coverage (eg BBC, China Daily, New York Post,
    The New Zealand Herald, Times of India Mumbai, The Washington Post, The Daily Star (UK) to
    name but a few outlets that have covered recent NSW celebrations/campaigns)

Ø   In addition to the positive promotion of NSW as a destination and showcasing our enviable
    way of life, the NSW Australia Day celebrations make an important contribution to the NSW
    economy through overseas and interstate visitation.

Ø   In January 2010 alone, the Australia Day Council of NSW’s website had 267,968 unique visitors
    from 172 countries (including 10,586 visits from UK, 7,642 from USA, 2,935 from Canada).

Ø   In 2009, Australia Day was voted Sydney’s co-favourite event (tied with New Year’s Eve)
    in the Sydney Chamber of Commerce’s annual survey of Sydney’s Favourite Things.

Ø   Significantly, Australia Day is so much more than our national day – it’s a year long
    celebration of what it means to be Australian. To this end, the Australia Day Council of
    NSW hosts a wide range of engaging corporate networking and hospitality functions
    throughout the year.

Ø   The Australia Day Council of New South Wales was established in 1981 and operates
    as a secretariat from within the Community Engagement and Events Division,
    Department of Premier and Cabinet NSW.

Ø   Council Members are appointed by the Premier of NSW.

Ø   An Australia Day Council or Committee exists in each Australian State and Territory.
    The Australia Day Council of NSW also works in close liaison with a network of local
    Australia Day Committees in the 172 Local Government Areas of New South Wales.

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Australia Day 2010 Overview
Accolades were aplenty for Australia Day 2010, but
perhaps it was the Chairman of the Australia Day
Council of NSW, The Hon Michael Egan, who most
accurately summed up the positive feeling;
“Everyone is saying it was the best ever”.

And what an event it was! Across the Sydney CBD
and at local community events throughout greater
NSW, enormous crowds celebrated our national day
with pride and flair.

As always, New South Wales led the way in offering the most extensive Australia Day
program of activities in the country. With approximately 500,000 participants in the CBD
and over 2 million people enjoying some 5,000 activities across the state, the event is
unquestionably the largest community celebration in the New South Wales.

Importantly, Australia Day also makes a significant economic contribution to the state through
overseas and interstate visitation and projects a positive image globally about New South Wales
as a tourist destination, our enviable way of life and where we are heading as a nation.

Australia Day 2010 also marked the second year of an exciting campaign focusing on our
unique Australian Identity & Culture. Our Living Australian – Online Line Photography
Competition was embraced by 1084 entries and left an indelible reminder through the
stunning images of just how fortunate we are as Australians.

Significantly, the Australia Day Council of NSW also launched AUSSIEVAULT.COM.AU –
a dedicated website to house these remarkable images, other campaigns and enable
people globally (with visitation from 77 countries and 49 cities in Australia) to interact with
all those things that drive our values for years to come.

                         “Flawless and truly remarkable”

                         Her Excellency Prof Marie Bashir, Governor of NSW

                         “Top notch!”

                         The Hon Kristina Keneally, Premier of NSW

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Continuing its tradition of providing a broad range of free-to-attend events that cater
for all demographics, the Australia Day Council of NSW proudly delivered the following
signature events:

     •   Sydney’s Biggest Backyard including the Lord Mayor’s Citizenship
         Ceremony, Herefords Great Aussie BBQ, Kids Playground, Main Stage,
         Big Telly, ABC Classic FM and 2GB Outside Broadcasts, Food Stalls,
         Wyndham Estate Mobile Cellar Door, Have-a-Go Sport (featuring the
         National Rugby League and Netball Australia) – Hyde Park
     •   Australia Day celebrations on (and over!) Sydney Harbour – including
         RAAF Defence Ariel Displays, Red Berets Splash Down, Best Dressed
         Vessel Competition, Australia Day Tall Ships Race, Various Flyovers
         (NH90 Helicopter, C130 Airforce, A380 Airbus)
     •   Australia Day Address, delivered by General Peter Cosgrove AC MC
         (Retd) – Conservatorium of Music, Sydney
     •   Woggan-ma-gule – Royal Botanic Gardens
     •   NRMA Motorfest and NRMA Village – Sydney CBD
     •   Sydney Ports Jazz on the Water – Pyrmont Point Park & Johnstons Bay
     •   NSW Australia Day Ambassador Program proudly sponsored by
         Woolworths – across NSW
     •   Premier’s State Reception & Australia Day Spectacular - Darling Harbour

In addition, the Australia Day Council of NSW hosts the prestigious Australia Day Lunch.
This premium ticketed event, held at Sydney Convention & Exhibition Centre in the week
leading into Australia Day and proudly presented by major sponsor Australia Post, attracts
approximately 1450 leading business, government and community representatives.

The day is further enhanced through some 5,000 inspirational (and sometimes quirky!)
Australia Day events and programs that take place across the state including:

     •   Hot Air Balloons - Parramatta
     •   Pavlova Competition - West Wyalong
     •   Yabby Racing - Parkes
     •   Golden Flipper Relay - Tamworth
     •   Wollongong, Penrith and Blacktown celebrations.

                                                  Crowd Estimates
                                                  • Hyde Park, Macquarie & College Streets,
                                                    The Royal Botanic Gardens, Darling
                                                    Harbour, The Rocks, Circular Quay and
                                                    foreshore vantage points – approximately
                                                    500,000 people
                                                  • Sydney Harbour – approx 1,600 vessels
                                                  • Parramatta - 45,000 day/35,000 night
                                                  • Penrith - 25,000 across the day
                                                  • Wollongong - 45,000 across the day
                                                  • Blacktown – 40,000 across the day
                                                  • Australia Day Lunch – 1450 attendees
                                                    representing 81 leading corporate,
                                                    government & community organisations

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Australia Day Council of NSW
Corporate Family Calendar of Events

                   Networking Breakfasts
                   June & October 2010, Hilton Sydney

                   These incredibly popular and highly enjoyable breakfasts bring
                   together our extended corporate family and present the
                   opportunity to encourage relationship building amongst the
                   Australia Day corporate family in a fun, relaxed environment with
                   superb hospitality and entertaining high-profile guest speakers.

                   Corporate Golf Day
                   3 August 2010, New South Wales Golf Club

                   The Corporate Golf Day is a fantastic event for our corporate family to
                   enjoy a social round of golf at one of Australia’s most prestigious golf
                   courses, NSW Golf Club. A buffet lunch is served afterwards in the
                   clubhouse, providing an opportunity to network and entertain guests.

                   Council Function
                   December 2010, Venue TBC

                   This function, hosted by the Council Members of the Australia Day
                   Council of NSW, is an opportunity for the Australia Day corporate family
                   to informally gather prior to the Christmas break, network and receive
                   information about the upcoming Australia Day themes.

                   Australia Day Launch
                   January 2011, Venue TBC

                   The Australia Day Launch is a relaxed event at which the official
                   Australia Day Program is announced. Following the formalities, drinks
                   and refreshments are served. Approximately 300 people attend, with
                   the guest list comprising the Australia Day Council of NSW Chairman,
                   Board and CEO, Australia Day Ambassadors, Sponsors, Supporters and
                   Corporate Club members, and other official guests.

                   Australia Day Address
                   January 2011, Conservatorium of Music, Sydney
                   2010 Address Presented by General Peter Cosgrove AC MC (Retd)

                   Since its inception in 1997, and in a fitting build up to Australia Day, the
                   Australia Day Address has become one of the nation’s most important
                   and successful Australia Day initiatives. The Address taps into the
                   essence of what 26 January is all about – celebrating and reflecting on
                   our national spirit. Eminent Australians are invited to provide their own
                   unique perspective on issues such as the nation’s identity and the
                   challenges that confront our society. Following the Address, guests are
                   invited to attend a cocktail function at the Conservatorium.

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Australia Day Lunch
January 2011, Sydney Convention & Exhibition Centre

The Lunch is an important feature in the Australia Day week-long
celebrations and a special tribute to Australian excellence.
For over 25 years, the Australia Day Lunch has showcased current
Australian artists in a two hour performance and sit down lunch for 1,450
guests. The guest list includes the Governor, Premier and business and
community leaders, along with eminent representatives from arts, sport,
government and media

Harbour Cruise
26 January 2011, Sydney Harbour

Sponsors, Corporate Club members and Partners are all invited on the
Harbour Cruise to be right where the action is amid the spectacular
Best Dressed Vessels Competition, Tall Ships Race & Ferrython on
Sydney Harbour. Approximately 250 guests board the boat at Cockle
Bay for a fun and casual day and enjoy morning tea and a buffet lunch
during the course of the cruise.

State Reception & Darling Harbour Spectacular
26 January 2011, Sydney Convention & Exhibition Centre

The State Reception & Spectacular are the final events on Australia
Day. Held at the Sydney Convention & Exhibition Centre, guests are
in a perfect place to enjoy the atmosphere of Darling Harbour and the
Fireworks Spectacular. The Premier and Governor attend the event.
The official party mingle with guests including Ambassadors, Sponsors,
Partners, Corporate Club members, and various invited guests.
Approximately 1,100 guests attended. Beverages and substantial
canapés are served throughout the evening.

Thank You Function
March 2011, Venue TBC

Sponsors, Partners, Supporters and Suppliers are invited to a Thank You
Function following Australia Day to show our appreciation for the
generous support given of Australia Day Events and program. This
function is enjoyed by approximately 150 guests and is informal to
maximise the opportunity for our corporate family to spend time
networking with one another

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Expose your brand to the crowds
on the most celebrated day in Australia…
The Australia Day Council of NSW is delighted to offer your organisation the
opportunity to be a part of Australia Day and share in the success of the
State’s largest community celebration.

Significantly, Australia Day is so much more than just one day – it’s a year long celebration
of what it means to be Australian.

Your strategic alignment with the Australia Day Council of NSW provides an association
with an iconic Australian brand – Australia Day – and a unique setting to reach your
target audience. In doing so, you will secure significant:

      -   Brand Alignment & Exposure
      -   Community Engagement
      -   Networking & Corporate Hospitality
      -   Staff Participation

Importantly, all our corporate partnerships are tailored to meet specific business objectives –
a major reason why The Australia Day Council of NSW has established so many enduring
relationships with our partners, sponsors, supporters and corporate club members.

Come join our dynamic and diverse Corporate Family and experience the benefits of being
associated with the pinnacle of Australia identity.

For further information please contact the Corporate Strategy Team:
                                                                         - Christine Unicomb
02 9513 2000                                                             - Amanda Moran                                              - Gianna Robertson

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