Event support & assistance
Aims and objectives
Brisbane Marketing works strategically with government and industry partners to deliver a diverse, high-quality, year-round major events calendar for the city. Taking a leading role in event attraction and creative leveraging, the Major Events division works to maximise the economic and social benefits of major events to the city.
Brisbane Marketing’s ongoing financial support of major events is assessed and allocated on an annual basis based on the following criteria:
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provides a substantial positive economic impact for Brisbane on a medium to long-term basis;
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provides national and international media coverage for Brisbane;
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enhances Brisbane’s position as Australia’s new world city; and
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secures non-government support over the long-term to reduce reliance on government funding.
Economic impact
The Major Events division determines support for an event through consideration of the events’ ability to drive new spend and/or investment into Brisbane. This is assessed by the following factors:
- potential attendance level and the event’s ability to drive visitation (intrastate, interstate and international);
- attendees’ estimated length of stay in Brisbane; and
- attendees’ projected daily expenditure.
Strategic and marketing impact
The Major Events division assesses the event’s contribution to Brisbane Marketing’s objectives and brand position, including but not limited to:
- whether the event complements and/or enhances Brisbane’s brand position as Australia’s new world city;
- the event’s target audience and expected attendees;
- the potential of the event to increase awareness of Brisbane as a major events, leisure tourism and retail destination; and
- the expected domestic and international media coverage.