2018 Global Exhibitions Day

6-7 June 

Sydney

The Exhibition and Event Association of Australasia (EEAA) has actively supported and profiled The Global Association of the Exhibition Industry’s (UFI) Global Exhibitions Day campaign since its launch three years ago. In 2018, the Association demonstrated its continued commitment to complement the global effort through a number of online and offline initiatives.

The Association is pleased to report that its activities resulted in high levels of senior business, industry and government engagement, with representation from both federal and state levels of government at its Global Exhibitions Day and Leaders Forum Dinner.

EEAA’s achievements in government advocacy were recognised by industry peers in the Global Exhibition Day Awards 2018.

The Association’s activities for Global Exhibitions Day 2018 was awarded the Industry Impact Award, judged by The Global Association of the Exhibition Industry (UFI) and Exhibition World as having had ‘the most positive impact supporting exhibitions as an industry’ for the second consecutive year.


Official 2018 Global Exhibitions Day video


The EEAA delivered the following for #GED18.

Key annual events aligned to the campaign

To signal the importance of #GED18, the Exhibition and Event Association of Australasia (EEAA) aligned its most important annual events to the campaign, held over 6-7 June 2018 in Sydney, NSW. This was the first time the Association had brought its two major industry gatherings together – a strategic decision to give greater prominence to the sector.

Our #GED18 events were:

  • EEAA 2018 Leaders Forum (6 June)
  • EEAA 2018 Global Exhibitions Day and Leaders Forum Dinner (6 June)
  • EEAA 2018 Conference (7 June)
  • EEAA 2018 Annual General Meeting (7 June)

The Global Exhibitions Day and Leaders Forum Dinner was attended by Australian Assistant Minister for Trade, Tourism and Investment, the Hon. Mark Coulton MP, NSW Minister for Tourism and Major Events, and Assistant Minister for Skills, the Hon. Adam Marshall MP, and ex-NSW Minister and Business Events Sydney Chairman, the Hon. Bruce Baird AM. This is the first time both federal and state ministers have taken part in a EEAA event.

They heard directly from the Association’s members about the primary challenges facing our industry and engaged in an open discussion about the solutions for the future, including about skills and talent, infrastructure and funding.

The Hon. Mark Coulton said: “The Australian Government highly values the economic contribution to Australia made by the business events industry. Business play a key role in driving trade and investment opportunities, facilitating small business growth, showcasing Australia’s expertise and knowledge to global audiences, attracting skilled migrants, and nurturing innovation and competitiveness. The Association’s advocacy, promotional activity and work in skills development has been crucial to the ongoing success of the industry and I encourage you, as members of the Association, to continue to use your collective voice to support the further expansion of the business events sector.”

The Hon. Adam Marshall said: “The work that’s being done between your Association and TAFE is absolutely vital. It is an area of skills need in our state, an area where more and more jobs are being created, and is one of the 10 big growth areas of employability that we’ve identified as a state government over the next 5 years. ‘A career for life’… fits neatly with the work that the Deputy Premier is doing as the skills minister to rebadge vocational training. If there’s anything I can do on behalf of the NSW Government to continue to support the sector, I am very passionate about it and very happy to partner with you in the future.”

The Association also received additional support from Australian Minister for Trade, Tourism and Investment, the Hon. Steven Ciobo, who provided two video messages in lieu of his attendance. These videos were used in the Association’s online #GED18 promotions and shown at the events.

 

 L to R: The Hon. Bruce Baird AM, The Hon. Adam Marshall MP, Joyce DiMascio, The Hon. Mark Coulton, Spiro Anemogiannis


Letters of invitation to targeted government representatives

The Association delivered a targeted campaign to maximise government representation at its #GED18 events, sending letters of invitation to federal and state ministers that represent the portfolios most relevant to the core messages of the campaign.

Letters were sent to:

  • The Hon. Steven Ciobo, Australia’s Minister for Trade, Tourism and Investment
  • The Hon. Mark Coulton, Australia’s Assistant Minister for Trade, Tourism and Investment
  • The Hon. John Barilaro, NSW Deputy Premier and Minister for Skills
  • The Hon. Adam Marshall, NSW Minister for Tourism and Major Events

The Association received acceptances from The Hon. Mark Coulton, Australia’s Assistant Minister for Trade, Tourism and Investment; The Hon. Adam Marshall, NSW Minister for Tourism and Major Events; and Penny Sharpe MLC, NSW Shadow Assistant Minister for Trade, Tourism and Major Events (Ms Sharpe was forced to pull out from her attendance on the day of the event due to last minute parliamentary commitments). The Association also received two video messages from The Hon. Steven Ciobo, Australia’s Minister for Trade, Tourism and Investment in lieu of his attendance.

The Association received responses from all of the ministerial representatives it contacted.

Additional letter packs were mailed to key government, industry and business leaders inviting their support of the Association’s #GED18 events and the global campaign.

Packs included:

  • Letter of invitation to EEAA events
  • #GED18 fact sheet
  • Information sheet on ways to support the campaign
  • #GED18 visual prop for use in photography and video

The information packs play a key role in generating awareness for the campaign and educating the broader Australian business and government community of the wide-ranging value of the business event sector.


Social media/PR campaign

The Association delivered a comprehensive communications campaign for #GED18 that ran across all EEAA digital and communications channels, and was linked to UFI’s social media handles and site to complement the global effort. Via media/PR, member and industry email communications, social media and the EEAA website, we promoted the #GED18 toolkit and encouraged our members and industry colleagues to ‘get involved’ – either by joining us or coming up with their own campaigns.

The Association profiled the campaign (in the lead up to 6 June and on the day) and encouraged participation across three social channels: LinkedIn, Twitter and Facebook, using the campaign hashtags #GED18, #letsGEDtogether.

In addition to specific mentions of #GED18 throughout all communications channels, the Association also integrated the #GED18 logo and graphic elements into its event branding.


‘A career for life’ campaign

On #GED18, the EEAA launched a new campaign to promote the diverse and rewarding opportunities for careers in the sector and encourage school leavers and early career professionals to choose A career for life in business and consumer events.

A career for life tells the stories of 10 industry professionals who have found a home in business and consumer events – by design or by chance. Together, they paint an inspiring picture of opportunity, creativity, satisfaction and achievement, highlighting the diverse range of job roles, industries and pathways to fulfilling careers in the sector. The campaign is pitched at school leavers, parents, careers advisors and teachers, opening their eyes to the diverse, and often unknown, professions and skillsets needed to create an event – everything from logistics and operations, to AV, technology, marketing, and back-office functions – and inspire them to consider pursuing, recommending or supporting A career for life in business and consumer events.

A career for life was presented to the audiences of the EEAA 2018 Leaders Forum and Conference, which included senior government leaders, the Australian Assistant Minister for Trade, Tourism and Investment, the Hon. Mark Coulton MP and NSW Minister for Tourism and Major Events and Assistant Minister for Skills, the Hon. Adam Marshall MP.

The Hon. Adam Marshall said: “The work that’s being done between your Association and TAFE is absolutely vital. It is an area of skills need in our state, an area where more and more jobs are being created, and is one of the 10 big growth areas of employability that we’ve identified as a state government over the next 5 years. ‘A career for life’… fits neatly with the work that the Deputy Premier is doing as the skills minister to rebadge vocational training. If there’s anything I can do on behalf of the NSW Government to continue to support the sector, I am very passionate about it and very happy to partner with you in the future.”

The people profiled in this campaign are:

  • Libbie Ray, Managing Director, AV 24/7
  • Stewart Buchanan, Managing Director, Clever Event Technology
  • Nick Vanzetti, Managing Director, ESL Australia
  • Stephanie Bleakley, Marketing Manager, Diversified Communications
  • Guy Blomberg, Global Gaming Content Director, ReedPOP
  • Christine Kotsis, Business Development Manager, ExpoNet
  • Craig Mather, Onboarding Specialists, Ungerboeck International
  • Dean Forrester, Head of Technology and Innovation, Asia Pacific, Informa Australia
  • Millie Heslop, Operations Manager, Exhibitions and Trade Fairs
  • Brittany Monaghan, Event Planner, Melbourne Convention and Exhibition Centre.

Through their eyes you can see why many who enter the industry never leave. Here’s some of what they had to say:

LIBBIE RAY, GENERAL MANAGER/CO-OWNER AV 24/7

“You can create the uncreated, conceptualise things and see them come to life. It’s definitely something that’s captured my heart.”

STEWART BUCHANAN, MANAGING DIRECTOR, CLEVER EVENT TECHNOLOGY

“I wanted something that had variety, so I wouldn’t get bored. I didn’t enter the industry expecting to be running a ticketing company in 10 years…”

NICK VANZETTI, MANAGING DIRECTOR, ESL AUSTRALIA

“Being able to reflect on where we’ve come from and where our passion project of eSports has really come from in the last 10 years… is really rewarding.”

GUY BLOMBERG, GLOBAL GAMING CONTENT DIRECTOR, REEDPOP

“I love the fact my parents would tell me to stop playing so many video games. Now I can say ‘well that’s actually led to my successful career’.”

CHRISTINE KOTSIS, BUSINESS DEVELOPMENT MANAGER, EXPONET

“I’ve been in the same role for about four years, this role has evolved for me. It’s impossible to get bored in this role.”

CRAIG MATHER, ONBOARDING SPECIALIST, UNGERBOECK INTERNATIONAL

“Exhibitions have many moving parts and so many ways that you can help to digitise those moving parts. There will be a never-ending amount of opportunity.”

STEPHANIE BLEAKLEY, MARKETING MANAGER, DIVERSIFIED COMMUNICATIONS

“I’m proud of the part events professionals play. When innovation is happening right in front of you, you’re like, ”Yeah, I did that! That’s kind of fun.”

DEAN FORRESTER, HEAD OF TECHNOLOGY AND INNOVATION, ASIA PACIFIC, INFORMA AUSTRALIA

“It’s fun, it’s exciting, it’s fast paced, it’s always changing and it’s topical. I think if you enjoy always being on-trend and changing with the world, then events are where you want to be.”

MILLIE HESLOP, OPERATIONS MANAGER, EXHIBITIONS AND TRADE FAIRS

“My role has a lot of variety and a lot of challenges. No two days are ever the same. Every event is different because I’m working with different people and personalities.”

BRITTANY MONAGHAN, EVENT PLANNER, MELBOURNE CONVENTION AND EXHIBITION CENTRE

“I always had a passion for events… it taps into all the things that I enjoy doing. Meeting your clients onsite and saying, “Check this out. We’ve pulled it off.”…That excites me.”

The Association has created a campaign page on its website, which houses the promotional assets developed for the campaign – a short promotional video and booklet – as well as information for people who want to know more about careers in their sector and what they can do to get started.

A career for life campaign will continue to be promoted to school leavers, parents, careers advisors and teachers via social media, through education institutions (e.g. TAFE NSW partnership), careers fairs and expos, and through the media.

The campaign directly supports The Global Association for Exhibition Industry’s (UFI) focus on skills and talent for Global Exhibitions Day 2018 (#GED18) and, as such, was strategically timed to launch on #GED18. It is the next step in the Association’s active agenda to feed the employment pipeline and ensure the sustainability of the sector over the long-term, building on an already extensive body of work over the past few years.