Perth, Western Australia October 29, 2004
PERTH BUREAU WINS GLOBAL MARKETING ?OSCAR?
Perth?s convention marketing has been rated the best in the world.
The Perth Convention Bureau has picked up the global convention industry?s best marketing ?Oscar?, beating submissions from two other finalists, Wonderful Copenhagen and Spain?s Costa del Sol Convention Bureau.
The International Congress and Convention Association?s (ICCA) Best Marketing Award was presented at its General Assembly and Congress in Cape Town, South Africa on Wednesday.
Perth?s entry featured its pioneering ?Beyond Compliance? initiative that aims to position Western Australia as the nation?s leading disabled friendly destination.
This is the second time in four years that the Bureau has won the prestigious award. It previously won in 2001 for its BankWest conference development awards and scholarship program.
It is the first Bureau to twice win the award, which was established in 1997. The award is based on a combination of judges? marks and delegate votes.
The ?Beyond Compliance? project is a joint venture with the State?s Disability Services Commission and Curtin University?s School of Management.
It seeks to bring about social change by rewarding tourism industry operators who are proactive in improving their accessibility and services.
As a result of the focus on the disability sector, the Bureau has already secured six conferences for WA, representing more than 2,360 delegates who are expected to inject an estimated $4.7 million into the local economy.
Among those secured are the Disabled Artists International Conference that is expected to attract 500 delegates in March next year and the Congress of the International Federation of Disability Sailing with an estimated 700 delegates in 2006.
Managing Director Anne-Maree Ferguson and General Manager Jill Henry made a formal presentation to ICCA delegates at the Cape Town conference in support of the Bureau?s submission.
Ms Ferguson said the ICCA award was regarded as the world?s top convention accolade because industry peers voted for it.
?To win the award twice in the space of four years is a tremendous achievement,? she added.
?What we have been able to achieve has been possible through the support of our stakeholders, the State Government, City of Perth and our industry members.
?In particular, the support of the Disability Services Commission, Curtin University, the Esplanade Hotel Fremantle and local conference organisers EventEdge International Management Group has been crucial to the success of the ?Beyond Compliance? program.?
Ms Ferguson said the Bureau?s award-winning programs had appealed to the judges because they had generated excellent returns for a small investment.
So far less than $50,000 had been invested in the ?Beyond Compliance? program for a projected return of nearly $5 million on conventions already secured.
?The other major attraction is that both projects demonstrate a community-wide commitment that goes beyond an economic imperative,? she added.