A national direct mail marketing campaign run by Brisbane Marketing’s Convention Bureau has proven there is strong forward interest in Brisbane as a major convention and meetings destination.

A 16-page booklet, distributed to 2046 prospective meeting organisers on October 9, has already achieved a response rate of more than 8.6 per cent – a figure that is double the recognised industry standard.

Brisbane Marketing’s Convention Bureau Manager Louise Hart said she was overjoyed that the $10,000 campaign had exceeded industry benchmarks so quickly.  

“It is well recognised within the convention industry that any successful direct mail campaign generates a response rate of between 2 and 4 per cent,” Ms Hart said. ”Respondents have included blue-chip companies, major banks and insurers as well as associations and tech businesses, so we are thrilled with the interest this campaign has generated.”

The direct mail booklet dispels the myth that Brisbane is a big country town by showing prospective meeting organisers that the city offers wide-ranging business advancement opportunities across sectors, using examples such as technology, engineering, tourism and film.

It partners these business opportunities with attractions that separate Brisbane from other convention destinations, such as five-star outdoor function venues and proximity to world-class tourism options that range from the laidback to the heart-stopping.

The chance to win a four-day Brisbane adventure tourism package, worth $4500, was included with the direct mail brochure. Ms Hart said the direct mailing aimed to bring meetings of 50 people or more to Brisbane in the short-term period until early 2004.

“We want to maximise the potential of Brisbane’s convention sector by encouraging businesses to meet during the sector’s traditional slower periods, especially December and January,” Ms Hart said.

“Based on the responses received thus far, this campaign has the potential to bring more than 12,000 delegates to Brisbane. This would result in more than 59,550 delegate days which is great news for our hotels, tour operators, retail outlets, restaurants and bars.”

Forty-five major meetings are already planned for Brisbane in 2003. These meetings are expected to attract about 50,000 delegates (209,962 delegate days) resulting in a $92 million windfall for the city’s economy.

Among these conventions is the Rotary International Convention 2003, at the Brisbane Convention and Exhibition Centre, June 1-4, which is expected to draw up to 25,000 attendees from all corners of the globe. The direct mail promotion will be followed up by a targeted telemarketing campaign next week