Case study: Dunedin Embassy - TRENZ Tourism Tradeshow Queenstown

Event: The "Dunedin Embassy"
Venue: Speights Ale House, Queenstown
Group Size: 50 - 100 clients per night
Date of Event: Sunday 22nd - Wednesday 25th May 2011

Event Brief

TRENZ is a trade show that allows both national and international "buyers" to meet one on one with New Zealand’s leading tourism operators gaining information on new industry trends and developments as well as sampling tourism products. 

In May 2011 Queenstown attracted over 270 buyers and as many sellers from around the globe to the event.

Tamarillo Events and Conferences was contracted by Tourism Dunedin to produce a schedule of evening events outside those offered by the official TRENZ programme in order to allow buyers to meet Dunedin industry members in an informal environment. The brief given was produce a range of events that truly represented Dunedin in terms of food, music and culture whilst providing an opportuntiy for networking. 

Tamarillo Events was responsible for venue and catering negotiations, band member travel and payment negotiations, sound checks and on site event execution.  Tamarillo Events was also contracted to handle print and distribution of invitations. 

Event Execution

Being a first time event it was important to ensure the right mix of events and promotion were combined to create the message of Dunedin being a friendly, accessible visitor destination.

The venue of the Speights Ale House was chosen for its central location and its assocation with southern hospitality and friendliness. The venue capacity was approximately 100 people allowing for a "cosy", intimate feel to the event.

A schedule of events was designed to showcase a wide variety of Dunedin food, music, culture and events.

Sunday 22nd May saw the week begin with a Haggis cermony and bagpiper playing inside the Ale House as well as talented Dunedin DJ, Simon McKenzie-Wilson playing jazz to set the week off.

Monday 23rd was dedicated to the original sounds of bands that make up what is known universally as the Dunedin Sound.  Martin Phillipps of the Chills played to a very packed Ale House followed by Matt Langley, winner of the APRA Best Country Song at the 2010 New Zealand Country Awards.  Following Matt was Cult Disney a young Dunedin band studying music at Otago University.  All three bands and artists were carefully chosen to represent Dunedin music across a broad range of eras and styles.  

Tuesday 24th - Cadbury Confectionary chose to celebrate this night by showcasing events and businesses operating within the Cadbury Chocolate Carnival week.

Wednesday 25th - The week concluded by having DJ Simon McKenzie-Wilson playing to the audience.

The event was promoted through on-line invites being issued as well as hard copy invites being dropped to delegate hotels and gift bags.  Invites were able to be taken from the Tourism Dunedin industry stand at the TRENZ event site as well as finding out through being present at events on previous nights.  "Pre-TRENZ" industry familarisation attendees also received an invite to the event in Queenstown. 

Special Touches

Each night a bagpiper played outside the entrance to the Speights Ale House.  This had 2 purposes, first to draw attention to the event itself as well as strengthening the Dunedin brand and Scottish association to the city.  

A special "Dunedin Embassy" sign was made in the shape of an Octagon (the Octagon is the centre of Dunedin's business district) with smaller beer coasters made in the shape as well.  These coasters were designed for guests to take away, further strengthening the Dunedin brand.

Each guest was given a complimentary drink on arrival to the Speights Ale House and a business card draw run to guage attendance of people at the event.  A special business card draw was held at the end of the event.  

The event itself also provided a venue for Dunedin business operators exhibiting at TRENZ to gather and relax at the end of the day providing a nice way for the group to get together as well as connect with new clients and friends.

Comments

Thanks for all your amazing work with this event. We all had a great time and were extremely impressed with your amazing organisation. 

Photography: Magic Memories Queenstown