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.
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.
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