Tourism
Issue No. 49 - October/November 2009
Business: the big crowd pleaser
Bidding for, hosting and sponsoring major events is a key part of the South Australian Tourism Commission strategy to bring more visitors to SA.
In 2009-10, SA will again host a suite of major events, including WOMADelaide, the International
Rugby Sevens Adelaide, the World Hockey Festival (Golden Oldies), Adelaide Festival of Ideas, Classic Adelaide Rally, World Tennis Challenge (WTC), the Special Olympics 2010 National Games and the Australian In-line Hockey Championships.
The SATC also owns and manages major events, including the Tour Down Under, Tasting Australia and The Great Australian Outback Cattle Drive.
SATC General Manager - Events, Hitaf Rasheed, says corporate support is the key to making the full calendar of major events possible.
“Corporate sponsorship plays a major part in almost all our major events and creates a win-win situation, an exciting marketing opportunity for the companies involved, while the money these companies invest helps to make the events bigger and better each year,” she says.
The 2009 Tour Down Under had 34 government and private sector sponsors. It brought 42,500 interstate and international visitors to SA, who spent $39 million. It was front page news in Australia and around the world, the kind of positive publicity money can’t buy, estimated at $226 million in media coverage worldwide.
Mutual Community sponsors the public participation element of what will be the Santos Tour Down Under in 2010, the Mutual Community Challenge Tour, and State Manager Eric Granger says the “Lance Factor” has numbers up 30% on last year’s crowd of 7600.
Mutual Community does a great deal of sponsorship to promote healthy activity. “The Challenge is a natural fit for us as a business,” Eric says. “It’s a good vehicle to put our brand on a positive activity.”
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