Lauren Arena
Dec 11, 2017

Creative technology on show at Dreamtime 2017

Brisbane event pulls out all the stops to impress international buyers.

More than 90 international event planners gathered in Brisbane last week for Tourism Australia’s signature destination incentive showcase, Dreamtime.

Leading the way forward for experiential destination marketing, Dreamtime invites event planners and corporate buyers to 'experience' Australia as a meetings and events destination—and this year's event marks the largest in Dreamtime's 25-year history, attracting 94 international buyers from key markets across Southeast Asia, India, China, Japan, Korea, the U.S. and U.K.

The biannual event kicked off with an official opening ceremony at the Brisbane Convention and Exhibition Centre (BCEC) that featured dancers from the Aboriginal Performing Arts College and innovative use of choreographed LED lighting.

Business sessions at BCEC

Tourism Australia Managing Director, John O’Sullivan, said the focus of Dreamtime was to highlight Australia’s credentials as a modern business events destination.

“We are very excited to be hosting Dreamtime 2017 in Brisbane to demonstrate Australia’s strengths in delivering corporate incentive programmes that encourage and reward high performance,” he said.

Following this, pre-scheduled appointments took place between delegates and 89 Australian business events products, destinations and experiences.

Throughout the business session guests had an opportunity to interact with creative technology at The Innovation Hub, which featured interactive virtual reality and augmented reality experiences. Meanwhile, the morning tea break showcased Australia’s food and service delivery, with a specially created menu of vibrant treats that changed colour under ultraviolet lights.

Sydney-based agency, Belle Laide Events, worked with Tourism Australia on the overarching theme and execution of the event, which included a spectacular gala event at the Queensland Art Gallery, where more than 260 guests dined among Japanese artist Yayoi Kusama’s iconic art installation, Narcissus Garden 1966/2002, which is currently on display at the gallery.

Dramatic gala dinner at Queensland Art Gallery

The create an immersive experience, long tables were lit up with in-built LED lights that changed in sequence with performances on stage, while menus written in invisible ink could only be revealed using specially provided ultraviolet torches.

As dinner progressed, Australian artist Sophia Mary Mac created a piece of live digital art on the gallery wall and award-winning Australian musician, Katie Noonan, performed an intimate solo set, where lighting and screen projections responded in time with the music, shifting through hues of blue, violet and white.  

“The location was chosen specifically to leave our Dreamtime delegates with a lasting impression of Brisbane and Australia. The night was designed to showcase that Australia delivers not just excellent customer service and technical innovation but truly imaginative events that can raise an incentive event from rewarding to a truly memorable experience,” O’Sullivan said.

Following the two-day event in Brisbane, buyers dispersed across the country to explore destinations such as Darwin, Gold Coast, Whitsunday Islands, and the Hunter Valley. 

Photo credit: Andrew Sroufe

Related Articles

Just Published

2 days ago

Purpose, laughs, and boppable tunes: Spikes jury ...

SPIKES ASIA X CAMPAIGN: Presidents and members of several Spikes Asia juries share the top trends they spotted in the jury Zoom rooms, with video examples.

2 days ago

Crash Course: How to tell engaging short-form stories

To round off a week of creativity-themed content during Spikes Asia X Campaign festival, this Crash Course provides useful tips on how to build story arcs and create thumb-stopping campaigns for short-form.

2 days ago

Lessons from Tesla, Apple and yoga (yes, yoga) in ...

SPIKES ASIA X CAMPAIGN: Creatives need to drive relevance for sustainable options, instead of virtue-signalling about sustainability, argues Gulshan Singh of FCB Interface.

2 days ago

Spikes Asia Awards 2021: Campaign's contenders 3

As the juries make their final selections ahead of the March 1 winners announcement, Campaign Asia-Pacific's editorial team has once again scoured through the 2021 shortlist to pick out the work we expect to win.