Event Management Services for North America Distribution and PR Roadshow 2021-2022

This RFT is to procure an Event Management services company to support the Tourism Australia North America team with delivering a roadshow series of industry events across the USA and Canada in 2021 and 2022. Procurement will include venue and event costs for the roadshow to be managed by the successful tenderer.

In 2021, the roadshow series will be deployed as a key platform to engage with travel advisors and media audiences in up to 9 different cities in the USA and up to 2 cities in Canada. The roadshow will support a ‘Border Open’ message to promote and sell Australia and aid the Tourism Recovery. The Roadshow series will be conducted as a One Voice initiative in collaboration with State and Territory (STO) Partners and provide individual and distinct formats for the media audience and the travel advisor audience. The broader objectives of the roadshow are to:

• Keep ‘Australia’ connected to both travel advisor and the media networks across core feeder market to maintain engagement and consumer engagement through positive news stories

• Generate national, regional and local media coverage across online, print and broadcast outlets around all Australia has to offer as a top travel destination

• By partnering with STO partners, provide dedicated destination training and updates for the attending advisors in each market.

• Drive up ASP enrolment and engagement

To drive event efficiencies, alignment of trade and media events within the same venue running concurrently is proposed.

Despite Australia’s borders remaining closed, procurement is recommended now to allow for forward planning of the 2021 roadshow so it can be activated with shorter than usual lead times. The roadshow will form a key pillar of Tourism Australia’s recovery efforts in North America, once travel restrictions are lifted.