Page 1 of 26
BUSINESS AND INTERNATIONAL Agenda Item 5.4 RELATIONS COMMITTEE REPORT
17 April 2007 MELBOURNE A MILANO – JANUARY/FEBRUARY 2007
Division Commerce & Marketing
Presenter Jane Sharwood, Manager Melbourne International
Purpose
1. To report on the outcomes of the Melbourne a Milano program (January/February 2007).
Recommendation from Management
2. That the Business and International Relations Committee note this report and the outcomes of Melbourne a Milano.
Key Issues
3. The objective of Melbourne a Milano was to build awareness in Milan of Melbourne as a business, cultural and tourism destination, by targeting key opinion leaders and the Milanese community more generally. These activities also promoted the Melbourne Milan sister city relationship and the opportunities arising from the connection established between the two cities in March 2004.
4. A comprehensive project report and evaluation is attached to this paper (Attachment 1). Media coverage generated by the program will be tabled at the Committee meeting.
Time Frame
5. The focus of Melbourne a Milano was from Wednesday 31 January to Friday 2 February 2007. Additional events were held in early January (Chamber Strings of Melbourne concerts 17 and 19 January), Australian Colours exhibition continued to 25 February, and visual arts events (to the end of 14 April 2007).
Relation to Council Policy
6. Melbourne a Milano supported the key themes of the Melbourne International strategy – through opening doors to business (through support for established and emerging designers), attracting international visitors (through tourism promotional activities) and promotion Melbourne’s contemporary visual artists.
Consultation and Government Relations
7. The successful development and delivery of Melbourne a Milano, demonstrated the strength of opportunities that can be generated through a critical mass of activities and a ‘whole of government’ approach to such an international public diplomacy/business program. Page 2 of 26
8. During the past twelve months, many parts of the Council made an active contribution to the development of Melbourne a Milano. These included Business Melbourne (Business of Design Mission), Events Melbourne, Arts and Culture (visual arts program), Corporate Communications, Tourism Melbourne, Marketing and Retail Development and Media Relations.
9. Strong and highly beneficial partnerships were established with agencies at both the Commonwealth and State level during the development and delivery of the Melbourne a Milano program. These included Department of Foreign Affairs and Trade (Southern European section), Australian Embassy, Rome; Australian Consulate General, Milan; Victorian Agent General (London);Tourism Victoria (Melbourne and European offices), Italian Trade Commission (Sydney), Italian Consulate General (Melbourne) and Italian Chamber of Commerce and Industry (Melbourne).
10. The City of Milan were actively involved in the planning and delivery of the project, supporting key media and promotional opportunities by providing access to facilities such as Palazzo Marino, Milan Urban Centre (in Galleria Victor Emanuel) and Palazzo Reale for the official dinner. The City of Milan also organised the program of official meetings undertaken by the Lord Mayor. The City of Milan contributed €25 000 to the program.
11. Non government partners actively involved in Melbourne a Milano in Melbourne included the National Design Centre, Melbourne Design and Fashion Incubator, RMIT Fashion, Melbourne Symphony Orchestra, Monash University Museum of Art, Natalie King – independent curator; and Melbourne Food and Wine Festival.
Finance
12. There are no direct financial implications for Council arising from the recommendations contained in this report.
Legal
13. No direct legal issues arise from the recommendation in the report.
Sustainability
14. Council’s leadership in fields of green building design (particularly CH2) and universal access and disability planning (particularly the Melbourne Mobility Centre) was acknowledged by the City of Milan and identified as future opportunities for collaboration between the two cities.
Background
15. The Melbourne Milan sister city agreement was signed in March 2004, which identified opportunities to build strategic benefits for Melbourne in the fields of design, fashion, tourism, business development, city management exchange and people to people activities.
16. Since March 2004 a range of projects have been completed under the auspice of the Melbourne Milan sister city relationship. Each of these projects has required significant collaboration between the City of Melbourne and the City of Milan, partners from business, cultural and educational agencies, Victorian and Commonwealth Government. These projects have raised the profile of Melbourne and its international relations programme in both Melbourne and Milan:
16.1. Postcard from Milan – Channel 9 programme – one hour travel programme on Milan (2004);
2 Page 3 of 26
16.2. RTL (Italian national radio) tourism promotion project in Melbourne – in conjunction with Tourism Victoria – promoting Melbourne/Victoria as a travel destination to Milan – through radio competition and live broadcasts from Melbourne to Milan (April 2005);
16.3. City of Milan Young Foreign Designer Award – November 2004 to April 2005 – Australia wide competition (invitation only) to 50 of Australia’s outstanding designers (under 30 years), 17 short listed entries displayed at Milan’s leading design museum during ‘Salone del Mobile’, Milan design week. 3 month placement for winner with leading Milan design companies;
16.4. Melbourne mission to Milan led by Deputy Lord Mayor – April 2005. Detailed report of outcomes presented to Finance and Corporate Performance Committee, May 2005. This report identified a range of opportunities for future collaborations between Melbourne and Milan;
16.5. cultural exchange research project – Monash University Museum of Art/Independent curator – research trip to Milan to identify opportunities for contemporary visual arts exchanges opportunities between artists and institutions in Melbourne and Milan, June 2005;
16.6. Parading Milan in Melbourne – Melbourne Spring Fashion Week September 2005 – parade of graduate work from Istituto Marangoni (Milan) and high level meetings between Milan Commissioner for Fashion and Melbourne based design schools;
16.7. civic delegation from City of Milan – August/September 2005 – focusing on city management issues (such as emergency management, community relations, education and city safety). Delegation participated in Melbourne Day activities;
16.8. Australian Business in Europe investment mission to Melbourne – October 2005 – support for high level business mission to Melbourne (in conjunction with Austrade, Invest Victoria, Invest Australia). Group made a return visit to Melbourne in October 2006;
16.9. students from RMIT Fashion presented garments at Studia la Moda, (international showcase of fashion graduate collections), Milan November 2005 – at the invitation/sponsorship of Commissioner for Fashion, City of Milan;
16.10. Piazza Italia – project development and opening January 2006. President of the Milan City Council (representing the Mayor of Milan) attended the opening of the Piazza and presenting a gift of Duomo marble to Melbourne for the Piazza;
16.11. support to ‘Conversations of Things New’ – exhibition of the collaborations between Australia designers and leading Italian manufacturers, Melbourne July 2006; and
16.12. variety of education exchanges with between schools and universities in Melbourne and Milan, 2005/06.
Attachment: 1. Melbourne a Milano Project Report and Evaluation 3 Page 4 of 26 Attachment 1 Agenda Item 5.4 Business and International Relations Committee 17 April 2007 MELBOURNE A MILANO JANUARY/ FEBRUARY 2007
Project Report and Evaluation
1. PROGRAM SUMMARY Melbourne a Milano was a program of activities and events presented in Milan, Italy to promote Melbourne as a key business, cultural and tourist destination. The program, which began on Wednesday 31 January 2007, was made up of eleven different events and activities, as listed below. All of the events started on, or in the days following the 31 January, some of them running for an extended period (up to three months). · Melbourne Milan Chef Exchange · The Business of Design business mission · Melbourne a Milano promotional displays · Lord Mayor civic visit · Melbourne Milan Press Conference · Melbourne a Milano Official Reception · Melbourne Night (travel trade and media event) · Dolls exhibition, featuring Destiny Deacon · Hospitality Seven: A Constructed World exhibition · Melbourne Symphony Orchestra performance · Too Near, Too Far exhibition
In addition, the program was previewed in mid-January through two performances by the Chamber Strings of Melbourne and supported by accompanying friends and family of up to 100 people.
Almost 200 Melburnians were in Milan for Melbourne a Milano, accompanied by Lord Mayor John So and comprising members, family and friends of the Melbourne Symphony Orchestra, business mission participants, contemporary visual artist and two of Melbourne’s leading chefs.
Melbourne a Milano attracted significant lead up media attention, most of which was generated through the City of Melbourne’s support of two journalist familiarisation programs run in October and November/December 2006 by the Department of Foreign Affairs and Trade and Tourism Victoria, respectively. These visits resulted in six of Italy’s glossy travel, design and home magazines presenting comprehensive stories on Melbourne and Victoria together with brilliant photographs of the City and surrounds, and promoting the Melbourne a Milano program through “What’s On” listings.
The most significant outcomes of the Melbourne a Milano program were the astounding amount of media coverage generated in Milan/ Italy in the led up to and during the program; the relationships (and sales) developed by the business mission participants with design business people and manufacturers in Milan; the positive impact the contemporary art exhibitions have had on the Milan art community and the
DM: 4057595 Page 1 Page 5 of 26
aspiration they have to attain a similarly supported and funded art scene; the fabulous audience response generated by the Melbourne Symphony Orchestra; and the strengthening of many significant relationships between Melbourne and Milan stakeholders through important face-to-face meetings.
2. MEDIA OVERVIEW Open Mind Consulting were hired by the City of Melbourne to manage all public relations and media activities for Melbourne a Milano in Milan in the led up to and during delivery of the program. This included the preparation and distribution of media releases, managing on going communication with tourism journalists and also managing the Journalist Familiarisation Program participates under their contract with Tourism Victoria.
The level of media coverage relating to the Melbourne a Milano program and Melbourne and Victoria as a visitor destination was far beyond expectations. The total Australian dollar value of media earned in Milan was estimated at $1,457,956.20 AUD1 – this included multiple colour pages in six of Italy’s glossy magazines, reportage in three Milan newspapers, three radio segments, and a multitude of mentions on Italian websites (refer to appendix 1 for media statistics). Copies of media coverage will be tabled at the Committee meeting.
The Tourism Victoria Italian website (www.visitmelbourne.com/it) hosted information on Melbourne a Milano for Italian speakers. As reported by Tourism Victoria, the Italian website received terrific visitation during Melbourne a Milano. The market penetration for Jan/Feb 2007 was quite high (86%), an increase of 27% attributed to the in-market promotional activities undertaken as part of Melbourne a Milano, combined with Google Italy advertising that Tourism Victoria conducted.
Media in Melbourne was managed by the City of Melbourne’s Media Relations team. A total of five media releases were distributed about the program and its component events. Fair media coverage was achieved in Melbourne, with the most notable coverage being in ‘Ragtrader’ on 23 February 2007. The article was co-managed by City of Melbourne and Melbourne Fashion Incubator and presented a glowing report of The Business of Design business mission and the outcomes received by three designers from the Melbourne Fashion Incubator.
1 Calculation based on equivalent advertising cost per magazine, per page (or part there of) or equivalent advertising cost per TV/ radio station, per second in Euros, converted into AUD (supplied by Open Mind Consulting).
DM: 4057595 Page 2 Page 6 of 26
3. PROGRAM EVALUATION The Melbourne a Milano program has been evaluated against four Key Performance Indicators, as summarised below. See Appendix 2 for more detailed information.
One: Exposure for Melbourne as a visitor destination in Milan One of the primary aims for the Melbourne a Milano program was to raise awareness in Milan of Melbourne as a key visitor destination. The measures used to assess this objective include media coverage, website traffic and attendance at Melbourne a Milano events.
Melbourne as a visitor destination received an unprecedented level of exposure in Milan in the lead up to and during Melbourne a Milano. Coverage in Italy’s key glossy travel magazines, including a 10-page story in ‘In Viaggio’ and a 19-page story in ‘Gente Viaggi’, contributed to a total estimated value of $1,457,956.20 AUD of all media earned as a result of or in relation to Melbourne a Milano.
Website statistics from the Italian-language website used for the program, provided by Tourism Victoria, saw an increase in visits of 127% for January and February 2007 over the same period in 2006, hence an increased number of website users discovering more about Melbourne, both as an attractive and exciting visitor destination and as an outward looking, international City. English-language information was supported on the City of Melbourne’s corporate website.
Media coverage and the two websites were key drivers for attendance. Melbourne a Milano received a total attendance in excess of 13 000 people across the 11 different events and activities presented as part of the program.
The exposure for Melbourne was positive in all instances and is considered to have been successful in raising the awareness of Melbourne as a key visitor destination.
Melbourne destination collateral which was distributed during the program further enhanced market awareness through distribution at the two promotional displays in central Milan, at individual event venues, and contained in 150 media packs.
Two: Strengthen Melbourne’s business connections with Milan Another primary aim for Melbourne a Milano was to strengthen the existing business connections and develop new opportunities between businesses in Melbourne and in Milan, focusing on the area of design. The measures used to assess this key performance indicator included the number of participants on the business mission; number and quality of meetings and key contacts made; and visitors to the design hub.
A total of 22 designers participated in The Business of Design business mission – 14 of whom self-funded their travel to Milan to accompany their products. The designers covered a broad range of design fields including: fashion, furniture, millinery, home wares and jewellery.
DM: 4057595 Page 3 Page 7 of 26
In Milan for three days, they individually attended more than 10 meetings with Milan- based business people and manufacturers and attended three major networking events from which at least six of the designers made sales, major contacts, or set up future business meetings.
Attendees to ‘Design Central’ (the central hub used for the designers and their products) were numerous and of a high standard, including two influential representatives from the fashion media – Patrizia Gatti (Vogue Italia) and Anna Piaggi (internationally renowned fashion doyen).
The three lead participants (Kathy Demos, National Design Centre; Cindee Smith, Melbourne Fashion Incubator; and Denise Sprynskyj, RMIT-Fashion) believe that The Business of Design mission strengthened Melbourne’s connections with the design industry in Milan. This is evidenced by the high level of interest in the products and designers on “Melbourne a Milano…gave the display in Milan and the contacts that have been made for future collaboration. designers a rare opportunity to meet with Milan buyers and It is recommended that to maintain this showcase their work to the presence and continue to strengthen international fashion Melbourne Milan business relationships, community…” work is undertaken toward an annual mission, perhaps to coincide with the ‘Melbourne sisters doing it for themselves’ Milan Fair. Belinda Smart, Ragtrader, 23/02/2007
Three: Presentation of a high standard program that presents Melbourne in a positive light A key indicator for the success of Melbourne a Milano was the perception by participants, stakeholders and partners that the program was delivered to a high standard and that program events represented Melbourne in a consistent and positive way. The measures used included the type of media coverage received, feedback and comments on the program, and the level and type of attendees at events.
The City of Melbourne, Tourism Victoria, and contributors to the Melbourne a Milano program consider that this KPI has been met. As summarised by Luca Bottallo, Secretary General, Italian Chamber of Commerce and Industry – Melbourne: “The Melbourne mission is considered a success: a lot of people aware about it, media interested, and City of Milan ready to continue and enhance its relationship with Melbourne.” In addition to the positive feedback received, the program attracted high-level attendees from the tourism, design, business and education sectors as well as key attendees from the City of Milan.
Media coverage in Milan at the time of Melbourne a Milano represented Melbourne as a vibrant, bustling and attractive tourist destination, highlighting many key city attractions including Federation Square, the National Gallery of Victoria, our variety of restaurants and bars, shopping experiences and design and architecture. The
DM: 4057595 Page 4 Page 8 of 26
city’s proximity to extraordinary natural attractions such as the Great Ocean Road and the Grampians was also featured.
In addition, the City of Melbourne received positive feedback on the Melbourne a Milano brand mark, which was specifically designed for the program by Cato Purnell. Building on the “Brand Melbourne” brand mark, used internationally by the State of Victoria, the Melbourne a Milano brand was a factor in the professional and high quality presentation of the program.
Drawing from these measures, it is considered that Melbourne a Milano was delivered to a high standard and presented Melbourne in a very positive light – both as a tourist and business destination.
Four: Consolidate Melbourne’s position as an innovative and progressive sister city for Milan This final key performance indicator refers directly to the sister relationship between Melbourne and Milan, ensuring that the Melbourne a Milano program contributes to the growth and continued development of this relationship. This has been measured primarily through the Lord Mayor’s participation in Melbourne a Milano activities, meetings with the Mayor of Milan, Mayor Letizia Moratti, and other representatives of the City of Milan. A separate travel report on the Lord Mayor participation will be presented to the April meeting of Council.
In summary, the Lord Mayor attended eight private meetings with the Mayor and officials from the City of Milan discussing topics ranging from increasing the tourism flow between Melbourne and Milan; strengthening links between sporting organisations; immigration and social integration issues; to developing a student photo exchange project. Comments from all of the City of Milan representatives that the two cities could work and learn from each other on similar issues, indicates that the sister city relationship is of relevance to Milan, has continued potential to generate numerous cooperative projects and is viewed as an innovative and progressive city.
The Melbourne a Milano program has confirmed to the City of Milan that the sister city relationship is of importance to the City of Melbourne and that Council will actively encourage the growth and development of the relationship into the future.
DM: 4057595 Page 5 Page 9 of 26
4. EVENT EVALUATIONS The following section summarises each of the component events of Melbourne a Milano in chronological order and identifies their outcomes.
DFAT Visiting Journalists Three Milan journalists travelled to Melbourne, Canberra Program and Sydney in Octover 2006 on the Department of Foreign 11 – 14 October 2006 Affairs and Trade’s (DFAT) Visiting Journalists Program: · Gege Marogna – Senior Features Editor, Casamica · Silvia Latis – Joint Editor, Magazine Abitare · Antoinella Boisi – Editor, Interni The City of Melbourne managed the majority of the Melbourne component of their program, facilitating meetings with key Melbourne designers and architects; site visits to prominent Melbourne venues (Federation Square, Melbourne Museum); attendance at the Melbourne International Arts Festival, a tour of the City’s laneways and arcades integral to their understanding of Melbourne as a city of hidden secrets, and facilitate a meeting with the Lord Mayor. The City of Melbourne’s involvement in the famils program also aimed to promote the Melbourne a Milano program.
Aim: To generate Melbourne-related stories in the Milan media in early 2007, just prior to or during Melbourne a Milano; to profile Melbourne as a key business and visitor destination. Outcomes: · Four page article in Abitare (Jan 07) titled “Australia”, valued at $18,895.28 AUD – circulation 100,000. · One page article in Casamica (Feb 07) titled “Creativity at the 38th”, valued at $100,373 AUD – circulation 200,000. · Six page article in Interni (Feb 07) titled “Melbourne a Milano”, valued at $110,500 AUD – circulation 36,000. · Strengthened relationship with the DFAT Southern Europe Section and potential opportunity to work with them again on their Visiting Journalist Program. · Strong relationship built with three visiting journalists, resulting in their attendance at Melbourne a Milano events, including a visit to ‘Design Central’ at Corso Como.
Tourism Victoria Journalists A series of Milan-based journalists and photographers
DM: 4057595 Page 6 Page 10 of 26
Famils Program visited Melbourne throughout November and December November/ December 2006 2006 on Tourism Victoria’s Journalists Famils Program: · Chef Kumale – freelancer · Ornella D’Alessio and Anne Jones – In Viaggio · Alessandra Vuga – Gente Viaggi The City of Melbourne contributed to each journalist’s itinerary through the provision of information on the Melbourne a Milano program, meetings with the Lord Mayor, prominent design industry professionals, and site visits including Federation Square and Piazza Italia at Argyle Square.
Aim: To generate Melbourne-related stories in the Milan media in early 2007, just prior to or during Melbourne a Milano; to profile Melbourne as a key business and visitor destination. Outcomes: · 19 page (plus cover) article in Gente Viaggi (Feb 07) titled “Australia Spa. Made In”, valued at $811,100 AUD – circulation 67,994. · Ten page article in In Viaggio (Feb 07) titled “Reportage on Australia”, valued at $351,300 AUD – circulation 27,140. · Five minute reportage on Radio 24 (28 Jan 07) titled “New Australian Cuisine”, valued at $9,340 AUD. · Strengthened relationship with Tourism Victoria, specifically the UK/Europe division.
Chamber Strings of The Chamber Strings of Melbourne, one of our leading Melbourne youth orchestras, played two concerts in Milan as part of a 17 & 19 January 2007 larger European tour encompassing France, Poland and Greece. This orchestra of 30 musicians, along with many parents and supporters, were the first Melbourne contingent to arrive in Milan. Performing pieces by Bach, Vivaldi, Couperin and Mozart, the Chamber Strings of Melbourne delighted audiences at both venues with their combination of youthful enthusiasm and musical mastery. These performances proved to be a fantastic introduction for Melbourne a Milano.
Aim: To build on the Chamber Strings of Melbourne’s presence in Milan to begin promotion of Melbourne a Milano. Outcomes: · Article in one of Milan’s newspapers, Vivi Milano (17 Jan 07) titled “Young Melbournians”, estimated value of $2,590 AUD – circulation 182,232. · Very positive response from audiences – the concert at the Conservatorium di Milano on Friday 19 Jan was sold out to capacity – 1600 people. · Comments from Dr Alexandra Cameron, Honorary Administrator for the Chamber Strings of Melbourne, were very positive. The orchestra were very happy with both of the concerts in Milan, the audience response, and the level of attendance. Melbourne Milan Chef Melbourne’s sensational food and culinary skills featured at
DM: 4057595 Page 7 Page 11 of 26
Exchange Melbourne a Milano. One of Melbourne’s most successful 29 January – 2 February 2007 chefs, Andrew McConnell, (Three, One, Two) joined together with one of Milan’s highly recognised chefs, Carlo Cracco of the famed Milan restaurant, Cracco-Peck, to prepare the menu for the Melbourne a Milano Official Reception. Carlo Cracco prepared the entrée and main meals (Caramelised Russian Salad; Saffron Risotto; and Veal Milanese style), while Andrew McConnell prepared an entrée and dessert (Eel Carpaccio; Apple confit served with burnt butter and an ANZAC biscuit). Their involvement in this event promoted Melbourne’s reputation as the culinary capital of Australia.
Aim: To promote Melbourne as a destination for world-class restaurants and cuisine. Outcomes: · Mention in The Australian newspaper article, 2 February 2007, and discussion of the exchange on several Italian websites including Mondo del Vino and Marketing Journal. · Positive feedback from guests on the quality of food and the concept of two chefs from different countries working to present a joint menu. · Strengthened relationship with Melbourne Food and Wine in promoting Melbourne’s culinary expertise internationally. · Proposed visit to Melbourne by a Milan chef in March 2008 to coincide with the Melbourne Food and Wine Festival. · Development of a new relationship with Andrew McConnell and opportunities to continue connection with him through the sister city program.
Melbourne a Milano Two promotional displays were established in Milan during Promotional Displays Melbourne a Milano to distribute promotional material on the 29 January – 25 February program and on Melbourne and Victoria as enticing visitor 2007 destinations: · One held at the Australian Colours exhibition at Casello Daziario di Porta Venezia – an Indigenous art exhibition running from 30 Jan to 25 Feb. · Another situated within the City of Milan’s ‘Urban Centre’ in the Galleria Vittorio Emanuele from 29 Jan to 3 Feb. The display include the Melbourne a Milano souvenir program and postcards; specific information on each of three contemporary art exhibitions; sponsor collateral; and destination brochures on Melbourne and Victoria contributed by Tourism Victoria and City of Melbourne. A DVD produced by Tourism Victoria on Melbourne sites and surrounds featured at the ‘Urban Centre’ display further adding to the site’s attraction to passing pedestrian traffic.
Aim: To provide an information point for Melbourne a Milano collateral and
DM: 4057595 Page 8 Page 12 of 26
Melbourne/ Victoria destination information. Outcomes: · The display at the ‘Urban Centre’ was exposed to approximately 1500 people. · Increased awareness of the use and availability of the Urban Centre for future Melbourne-Milan programs. · Approximately 7000 attendees to the promotional display at the Australian Colours exhibition. · Marked increase in the awareness of Melbourne a Milano and its component programs than if the display had not been there.
Lord Mayor Civic Visit Lord Mayor John So visited Milan for three days during the 31 January – 3 February 2007 Melbourne a Milano program to participate in the primary stakeholder events and meet with the Mayor of Milan, Mayor Letizia Moratti and relevant Commissioners at the City of Milan.
Aim: To consolidate Melbourne’s position as an innovative and progressive business, cultural, civic and tourism partner for the City of Milan. Outcomes: · Lord Mayor’s participation and the results are reported separately to Council on Thursday 24 April, 2007.
The Business of Design – A business mission focusing on design represented 22 Business Mission Melbourne designers during a three-day exhibition of 31 January – 2 February 2007 products and series of meetings in Milan. Fourteen of these self-funded their travel to Milan to accompany their products. A promotional hub, ‘Design Central’, was established at 10 Corso Como – a renowned retail design precinct close the city centre. Design Central allowed the designers the opportunity to meet many Milan-based business people and manufacturers, and to show these guests their products.
Aim: To establish links for market ready designers and provide a familiarisation for emerging designers with the Milan design industry. To showcase Melbourne’s design industry through The Business of Design mission participants. Outcomes: · Strengthened relationship with the National Design Centre, Melbourne Fashion Incubator and RMIT-Fashion, with improved opportunities to work together in the future. · Strengthened relationship with key design business contacts in Milan including Triennale di Milano and Carmello di Bartolo (Design Innovation). · Enhanced working relationship with Austrade Milan. · Visit by internationally renowned fashion doyen, Anna Piaggi to Design Central. · Stocking of Colin Shepard’s (Do It Baby) T-shirt range at ‘Purple’, a retail outlet in Milan. · Negotiations commenced between Anne-Maree Willet (Milliner) with Borsalino boutique and Rocco gallery to stock her product or have a range specifically developed.
DM: 4057595 Page 9 Page 13 of 26
· Opportunity for Stuart McFarlane (home products) to include his ‘chess set’ in an upcoming range of renowned design firm Cappelini. · Discussions opened between Denise Sprynskyj and Peter Boyd (S!X) with two boutiques in Milan. · Leads into the Japanese market for Sonya Pletes Vision as a result of a meeting with NAVA design. · Positive media coverage in Melbourne on Melbourne Fashion Incubator members Ryan Whelan, Colin Shepard and Anne-Maree Willet.
Press Conference Mayor of Milan, Mayor Letizia Moratti and Lord Mayor John 31 January 2007 So addressed the Milan/Italian media during a 30 minute press conference hosted by the City of Milan. Held in the exquisite Milan City Council building, Palazzo Marino, the press conference outlined the Melbourne a Milano program and each Mayor discussed their city’s commitment to the Melbourne Milan sister city relationship.
Aim: To promote Melbourne a Milano to the Milan/ Italian media and gain media coverage of the program. Outcomes: · Strong contingent of Milan media (approximately 30) represented at Press Conference. · Coverage in Milan newspapers and an article in one of Milan’s glossy magazines Master Meeting (Feb 07) of Lord Mayor’s visit to Milan. · Access to the City of Milan’s institutional media contacts. · Recipient of the prestigious Seal of the City of Milan.
Melbourne a Milano Official Held at the beautiful Palazzo Reale, this official reception for Reception the Melbourne a Milano program celebrated the strength of 31 January 2007 the Melbourne-Milan sister city relationship and thanked stakeholders and major participants of the program. Melbourne chef Andrew McConnell (Three, One, Two) and Milan’s Carlo Cracco of the famous Cracco-Peck restaurant collaborated to develop the menu – a five course celebration of flavours and culinary expertise that reflected best aspects of each city. Victorian wines were featured from Penbro Estate (Yarra Valley). Emceed by Megan Gale, attendees included high-level representatives from the City of Milan including Mayor Letizia Moratti and President Manfredi Palmeri, Australian Ambassador Mr Peter Woolcott, Australian Consul General Mr Tim Gauci, representatives from Australian Business in Europe and members of the travel trade and media.
Aim: To create opportunities for high level engagement of Melbourne Milan sister city stakeholders; to affirm each Mayor’s support for the relationship; and to promote Melbourne a Milano and Melbourne as a destination to stakeholders and invited media. Outcomes: · In depth discussions between Lord Mayor John So and Mayor Letizia
DM: 4057595 Page 10 Page 14 of 26
Moratti about future activities for the Melbourne Milan sister city relationship. · Face-to-face meeting with key stakeholders (eg: Mr Massimiliano Settili, Proind; Mr Mario Carlo Ferrario and Ms Marguerite Cook, ABIE) · Re-establishment of connections with potential future contacts including Riccardo Agostini, Istituto Marangoni; media representatives who visited Melbourne under DFAT’s visiting journalist program; Dr Andrea Vento, International Relations at the City of Milan; and the like. · Connection with Victorian Agent General (London) Mr David Buckingham. · Lord Mayor and Megan Gale photograph and story in Master Meeting publication in Milan – estimated value $21 000 AUD, circulation 10,000. · Story in The Australian newspaper, distributed nationally, about the Lord Mayor’s visit to Milan and attendance at the Official Reception.
Melbourne Night The City of Melbourne together with Tourism Victoria 1 February 2007 promoting Melbourne to Milan’s travel trade and media during a dedicated stakeholder event held at one of Milan’s trendy restaurant/bar’s. The evening built on Tourism Victoria’s year-round campaign to keep Melbourne in the minds of the Italian travel trade and included a door prize of a trip for two to Melbourne courtesy of Singapore Airlines and Tourism Victoria. Attended by many of the Melbourne a Milano participants, the evening proved to be a wonderful opportunity to talk about Melbourne and its great attributes. Emceed by Megan Gale, the evening attracted travel and consumer media, travel distributors, retails and wholesalers.
Aim: To promote Melbourne as an exciting and intriguing travel destination to Milan’s travel trade and travel and consumer media. Outcomes: · Strengthening of the relationship between City of Melbourne and Tourism Victoria on the promotion of Melbourne and Victoria as a travel destination. · Delivering the Melbourne destination message together with the regional Victorian tourism message. · Attendees included important tour operators (as identified by Open Mind). · Very beneficial for the travel trade in Milan. Tourism Victoria hasn’t undertaken an in-market event such as this in the past, so it was an exciting and interesting event for attendees. · Story with destination images of Melbourne and Victoria in ‘Master Meeting’ publication in Milan – estimated value $21 000 AUD, circulation 10,000. · Opportunities to undertake a similar event in the future, with the support of Tourism Victoria, in-country PR agency and potential partnership with Singapore Airlines.
DM: 4057595 Page 11 Page 15 of 26
Dolls exhibition (featuring One of Australia’s renowned contemporary Indigenous Destiny Deacon) artists, Destiny Deacon featured in an exhibition in Milan 1 February – 14 April 2007 during Melbourne a Milano. Destiny Deacon’s work was displayed with works from Zoe Leonard (New York), Maria Marshall (London) and Laurie Simmonds (London). The exhibition is taking place in one of Milan’s leading contemporary commercial galleries, Galleria Raffaella Cortese, and the artwork will be available for sale.
Aim: To promote Melbourne’s thriving contemporary art scene; to highlight one of Australia’s leading contemporary Indigenous artists; to sell artworks produced by Destiny Deacon. Outcomes: · Exhibition and sale of artworks will continue until 14 April 2007. It is anticipated that 50% of the artworks on display will be sold by this date. · Review and interview with Destiny Deacon in ‘Master Meeting’ publication in Milan – estimated value $21 000 AUD, circulation 10,000. · Promotion of the exhibition in one of Europe’s most popular art magazines, Frieze. · Galleria Raffaella Cortese has identified an opportunity to showcase Destiny Deacon’s catalogue of work at a potential solo exhibition at PAC in Milan, with possible support from the City of Milan through Commissioner Vittorio Sgarbi, Commissioner for Culture.
Melbourne Symphony In celebration of their 100th anniversary, the Melbourne Orchestra Symphony Orchestra played the final concert of their 16-day 2 February 2007 European tour in Milan, which also served as the grand finale of the Melbourne a Milano week. Led by chief conductor and artistic director, Oleg Caetani, Melbourne’s world-class orchestra thrilled Milan audiences with an outstanding repertoire of Shostakovich and Mahler. One of classical music’s most captivating and gifted artists, the internationally acclaimed Sarah Chang, performed an Shostakovich’s violin solo exquisitely.
Aim: To highlight Melbourne’s strong music scene; showcase Melbourne’s renowned Symphony Orchestra; and promote the amazing cultural activities available in Melbourne. Outcomes: · Heightened awareness and increased profile of Melbourne a Milano through the Melbourne Symphony Orchestra performance being promoted as part of the program. · Two articles in national Italian newspapers, Corriere della Sera and Il Meridiano (2 Jan 07) valued at over $10 873 AUD – circulation over 67,000. · Over five stories on various Italian websites about the tour to Milan and their concert at the Auditorium di Milano. · Over five stories in Melbourne newspapers – The Age, the Australian. · Very positive audience response – four encores and over 10 minutes of applause after each piece!
DM: 4057595 Page 12 Page 16 of 26
· Positive feedback from attendees. Contemporary Art Hospitality Seven: A Constructed World exhibition Exhibitions Hospitality Seven is a visual arts installation that takes art 1 February – 14 April 2007 out of the gallery and into the home. Works are displayed at the N.O. Gallery, but they’re also placed in five private apartments Milan. Curated by Ilaria Bonacossa, and featuring Melbourne artists Geoff Lowe and Jacqueline Riva, Hospitality Seven offers unique artistic ‘gestures’ and installations.
Too Near, Too Far exhibition Too Near, Too Far is a wonderful exhibition showcasing the work of Melbourne’s artist-run galleries and independent art spaces. The exhibition has been put together by two Milanese curators, Chiara Agnello and Roberta Teconi and follows their Melbourne curatorial residency in September 2006. Held at C/O careof – Centre for Contemporary Art in Milan, the exhibition will reflect our city’s unique network of artist- run and independent contemporary art spaces, including: West Space; Clubs projects; and Gertrude Contemporary Art Spaces.
Aim: To promote the strength of Melbourne’s contemporary independent and artist- run spaces. Outcomes: · High level of visitation to both exhibitions (final figures yet to be determined as exhibitions are still in progress). · Very positive feedback from exhibition organisers. · Positive impact and response from Milan visitors to each exhibition: “So many people are coming to see it [Too Near, Too Far] and are really interested in the Melbourne art scene, especially in the non-profit network and in the great opportunity the City is giving to artists” (Chiara Agnello, Curator). · Positive reportage in European art magazines in advance of the exhibition openings – Frieze (Oct 2006). · Strengthening of relationship with Monash University Museum of Art and art institutions in Milan (C/O-careof contemporary art space; N.O. Gallery).
DM: 4057595 Page 13 Page 17 of 26 Appendix 1
KEY PERFORMANCE INDICATORS 2007 - ITALY Coding: 1 = press fam; 2 = press release; 3 = agency assisted; 4 = promotion; 5 = not agency assisted
2007 Actual Total No. of Total Value of Earned Ink A$ Total $ Journalist Name Media Title (Italian/English) Pages Date visited Date article published Circ: Coding VJPJournNON-alists VJP VJP NON-VJP value TV-BROADCAST
RADIO BROADCAST Claudio Agostoni RADIO POPOLARE 42' in total every day from the 4,340AUD 567,000 distributed in 2 spots 29th of Jan to the 3rd 30" each per day of Feb. and 1 notebook x day of 5 minutes 2 Claudio Agostoni RADIO POPOLARE Onde Road 60' on the 3rd of 3,360AUD 567,000 March 2 Chef Kumalè RADIO 24 New Australian Cuisine 5 minutes 5th to 13th Dec. 06 Sunday, the 28th of 2 9,340AUD January - 10.00 AM 1 PRESS (glossy) ABITARE Australia 4 january 07 18,895.28 AUD 100,000 3 (newspaper) VIVIMILANO Joung Melbournians introduce themselves 1/4 17th Jan. 07 2,590 AUD 182,232 3 (glossy) GENTEVIAGGI Australia Spa. Made in Melbourne 19 + cover Nov - Dec 06 Feb. 2007 2 811,100AUD 67,994 1 (glossy) INVIAGGIO Reportage on Australia 10 November 06 Feb. 2007 2 351,300AUD 27,140 1 (glossy) CASAMICA Creativity at the 38th parallel 1 Feb. 2007 100,373AUD 200,000 5 (glossy) INTERNI Melbourne a MIlano 6 Feb. 2007 110,500AUD 36,000 5 MASTER MEETING Kangaroos will land in Milan 6 Feb. 2007 35,285AUD 10,000 3 (newspaper) CORRIERE DELLA SERA MSO with Sara Chang 1/4 02 Jan. 07 10,873AUD 67,000 3 (newspaper) IL MERIDIANO The sistecity relationship gets stronger. MSO will close the MM07 week. 2 02 Jan. 07 tba tba 3 WEB TTG INCONTRI More and more Italians in Victoria and in Melbourne 1 12th of Oct. 06 tba tba 2 AGENZIA DI VIAGGI Melbourne a Milano sister relationship 1 22nd nov.06 tba tba 2 TURISMO E ATTUALITA' New entry in the Victorian Frankfurt office 1 03 JAN 07 tba tba 2 AUSTRALIAN TRADE COMMISSION Melbourne a MIlano 1 08 JAN 07 tba tba 2 COSASIFA Melbourne is in Milan 1 09 JAN 07 tba tba 2 LUXGALLERY Sport and adventure in Victoria 1 11 JAN 07 tba tba 2 VINOAUSTRALIANO MElbourne a Milano 1 11 JAN 07 tba tba 2 AUSTRALIAITALIA MElbourne a Milano 1 11 JAN 07 tba tba 2 TTG MElbourne a Milano 1 17 JAN 07 tba tba 2 AGENZIA DI VIAGGI MElbourne a Milano 1 18 JAN 07 tba tba 2 TURISMO E ATTUALITA' MElbourne a Milano 1 18 jan 07 tba tba 2 EURORICETTE Welcome to Melbourne 1 23 JAN 07 tba tba 2 MONDO DEL VINO MM07 - Chef exchange 1 23 JAN 07 tba tba 2 MARKETING JOURNAL MM07 - Chef exchange 1 24 JAN 07 tba tba 2 INTERNATIONAL WEEK MM07 - program 1 26 JAN 07 tba tba 2 VIVIMILANO MSO 1 30 JAN 07 tba tba 2 IL MERIDIANO The sistecity relationship gets stronger. 1 30 JAN 07 tba tba 3 VIVIMILANO Vernissage 1 30 JAN 07 tba tba 2 MARKETPRESS MSO included in the MM07 program 1 30 JAN 07 tba tba 2 TELELOMBARDIA.IT Mayor Moratti meets John So 1 31 JAN 07 tba tba 2 ANTENNA 3 Mayor Moratti meets John So 1 31 JAN 07 tba tba 2 INCROCINEWS MSO at the Auditorium Verdi 1 31 JAN 07 tba tba 2 EXIBART Too Near Too Far - MMM 1 01 FEB 07 tba tba 3 LAVERDI MSO 1 01 FEB 07 tba tba 3 ARTFAQ Schifanoia - MMM 1 01 FEB 07 tba tba 3 BLOG Melbourne and Milan sister cities 1 01 FEB 07 tba tba 2 TEKNEMEDIA Dolls - MMM 1 01 FEB 07 tba tba 3 TIGULLIOVINO MM07 - Chef exchange 1 01 FEB 07 tba tba 2 IL MERIDIANO MSO will close the MM07 week. 1 02 FEB 02 tba tba 3 ARTFAQ MM07 - expressions of contemporary australian culture in Milan 1 05 FEB 07 tba tba 3 Monthly Total 1,171,740AUD 286,216,28AUD
DM: 4057595 Page 14 Page 18 of 26 Appendix 2
Key Performance Indicator Measures Outcomes 1. Exposure for Melbourne · Media coverage – Milan · Media coverage in Milan far exceeded all expectations. The as a visitor destination in · Website hits: Australian dollar value of all media earned as provided by Open Mind Milan www.melbourne.vic.gov.au/internati Consulting, for the Melbourne a Milano program and its component onal www.visitmelbourne.com/it events was $1,457,956.20 (AUD). Of this figure, $1,171,740 was · Enquiries with partner Travel directly earned from articles produced via the Visiting Journalist Operator Program run by Tourism Victoria and supported by the City of · Bookings with partner Travel Melbourne, and $229,768.28 was directly attributed to the Journalist Operator Familiarisation Program run by the Department of Foreign Affairs and · Attendance at Melbourne a Milano Trade and supported by the City of Melbourne. See appendix 1 for events more detailed information on media coverage in Milan. Media coverage included the Melbourne a Milano program, Melbourne as a vibrant, bustling City and also extended to the use of Melbourne as a hub for visiting areas such as the Great Ocean Road, Grampians and Phillip Island. · The Tourism Victoria Italian website was the main internet site for information on Melbourne a Milano for Italian speakers: · www.visitmelbourne.com/it - total hits for Jan/Feb 2007 was 5,514 with 86% of those visitors from Italy. For the same period in 2006, the website received only 1508 hits and 59% of these visitors from Italy. The striking increase in market penetration for 2007 is a clear result of Melbourne a Milano in-market promotional activities combined with the Google Italy advertising Tourism Victoria conducted. · The City of Melbourne website www.melbourne.vic.gov.au/international was utilised for English speakers and was promoted predominantly in Melbourne and on other English speaking websites. · Melbourne a Milano also received coverage on over 25 Italian-based websites, further contributing to the level and dollar value of media earned for the program. · As a result of our identified Travel Operator partner being unable to meet both Tourism Victoria and City of Melbourne’s expectations, an exclusive travel partner arrangement was not entered into for Exposure for Melbourne as a Melbourne a Milano. Tourism Victoria is currently monitoring travel visitor destination in Milan enquiries and bookings as a result of Melbourne a Milano through its
DM: 4057595 Page 15 Page 19 of 26 Appendix 2 Key Performance Indicator Measures Outcomes (continued) network of travel operators. · Melbourne a Milano events recorded very positive attendance levels. Beyond the actual figures recorded were the types of people attending – many of them high ranking officials and noted media/ business personalities – which is discussed under the next KPI. The following figures indicated either the number of attendances and/or meetings. · Chamber Strings of Melbourne: 2300 * · ‘Design Central’ at 10 Corso Como: 31 · Promotional Displays: 8500 * · Press Conference: 30 · Official Reception: 120 · Melbourne Night: 80 · Dolls exhibition: 550 · Hospitality Seven exhibition: 250 · Melbourne Symphony Orchestra: 1600 * · Too Near, Too Far exhibition: 230 All of these attendance figures met the expectations of the organizers, and in some instances far exceeded expectations (indicated with *). · In addition, a variety of Melbourne destination collateral which was distributed during the program further enhanced market awareness. The suite of Melbourne strengths brochures (eg: Melbourne Bars, Melbourne Shopping, etc); the ‘Melbourne – A Thriving and Sustainable City’ brochure; and Tourism Victoria’s ‘Melbourne e Victoria’ Italian-language brochure were distributed through the two promotional displays in central Milan, at individual event venues for attendees and participants, and contained in 150 media packs. The majority of this collateral was distributed during Melbourne a Milano with very little remaining at the end of the program, indicating a greater exposure for Melbourne and the Melbourne a Milano program than if this collateral was not available.
Key Performance Indicator Measures Outcomes
DM: 4057595 Page 16 Page 20 of 26 Appendix 2 Key Performance Indicator Measures Outcomes 2. Strengthen Melbourne’s · Number of participants The following outcomes refer directly to the business mission – The business connections · Meetings and key contacts made Business of Design – which based its designers and products at ‘Design with Milan · Number and quality of business Central’ at 10 Corso Como – a renowned design hub within Milan. meetings/ functions confirmed for · A total of 22 designers participated in The Business of Design participants business mission – 14 of them traveled to Milan with their products. · New business/ organisational The designers covered a broad range of design fields including: connections identified for fashion, furniture, millinery, home wares and jewellery. participants The mission was led by Kathy Demos, Director, National Design · Attendance at networking cocktail Centre in Melbourne and included notable participants such as Anne- function Marie Willet (Milliner), Simone Le Amon (jewellery), Stuart McFarlane · Visitors to the design hub (home wares and one of the Faces of Melbourne a Milano) and · High level attendances at key Gwendolynne Burkin (fashion). events · Participants on the mission attended over 10 meetings over three days whilst in Milan, including major networking events such as the Business Networking Event, Melbourne a Milano Official Reception and the Melbourne Night. Each of The Business of Design participants consider that their time in Milan was very worthwhile, with some good contacts established for possible future collaboration. · Designers found ‘Design Central’ a productive and central point from which to take their work to retailers in Milan. Significant outcomes from these meetings include: · Colin Shepard (Do It Baby) with Purple – a retail outlet that went on to stock his T-shirt range; · Anne Maree Willett (milliner) with Borsalino boutique and the Rocco gallery – both are interested in stocking her product or having her develop a range. Anne Maree is currently in negotiations with these stores. · Stuart McFarlane (home products) – attended renowned design firm Cappelini’s office and presented chess set. They discussed the possibility of including it in an upcoming range. · Denise Sprynskyj and Peter Boyd (S!X – fashion) – have interest from two boutiques in Milan.
· Sonya Pletes Vision (journals/ cards) – has leads in the Japanese
market, which came from a meeting with NAVA design (a
Milanese journal and diary manufacturing company).
· Over 30 people attended The Business of Design networking function
DM: 4057595 Page 17 Page 21 of 26 Appendix 2 Key Performance Indicator Measures Outcomes Strengthen Melbourne’s held at ‘Design Central’ on Wednesday 31 January 2007. The business connections with Milan networking event provided designers with the opportunity to meet (continued) many Milan-based business people and manufacturers and to display their products. · Two very important media representatives visited ‘Design Central’ – Patrizia Gatti of Vogue Italia; and Anna Piaggi, internationally renowned fashion doyen. Both spent time at ‘Design Central’, seeing the products and speaking with all of the designers. Anna Piaggi subsequently accepted an invitation to the MSO performance. For many designers, meeting such influential people from the fashion media was a unique and major highlight. · Additional high-profile attendees to ‘Design Central’ were: · Roberto Castiglione and Rino Pirovano from Rexite, a major office furniture and accessories design manufdacturer. · Bernard Valvason Serodine and Luca Penati from NAVA design, printing, stationery, luggage and business accessories manufacturer. · Sebastian Groesslhuber from Bulthaup, Europe’s largest architectural kitchen and accessories designer and manufacturers · Andrea Cancellato, Director, Triennale Design Museum
3. Presentation of a high · Media coverage – Milan · All media coverage received in Milan was of a positive nature. Stories standard program that · Media coverage – Melbourne covered the following topics: presents Melbourne in a · Participant feedback on Melbourne · the Melbourne a Milano program; positive light a Milano events · Melbourne as vibrant, bustling and attractive tourist destination, · High level attendances at key covering attractions including Federation Square, Melbourne events Museum, Queen Victoria Market, Piazza Italia, and the Yarra River; · Promotion of key restaurants including Three, One, Two owned by Andrew McConnell who participated in the Melbourne Milan Chef Exchange, Supper Club Bar, the Press Club and Chill On; · Melbourne’s thriving creativity, architecture and design industry, focusing on the National Gallery of Victoria, CH2, and the NAB at Docklands for architecture, and designers such as Simone Le Amon, Marc Newsom and Nicola Cerini for design, and the Melbourne International Arts Festival for creativity;
DM: 4057595 Page 18 Page 22 of 26 Appendix 2 Key Performance Indicator Measures Outcomes Presentation of a high standard · the world class Melbourne Symphony Orchestra; and program that presents · the areas around Melbourne including: Great Ocean Road, Melbourne in a positive light Torquay, Cape Otway, Grampians and Phillip Island. (continued) · Six media releases were distributed in Melbourne in the lead up to and during the Melbourne a Milano program, all of which resulted in positive media for the program and the City of Melbourne. Media in Melbourne covered the following topics: · Melbourne Fashion Incubator designers participating in The Business of Design mission in Milan, Ryan Whelan, Colin Shepard and Anne-Maree Willet and the contacts they have forged with top design houses such as Borsalino; · the Melbourne Symphony Orchestra’s extraordinary performance in Milan which received an unbelievable response in Milan – over 10 minutes of applause at the end of each piece and 4 encores!; · Andrew McConnell’s preparation of eel and a dessert featuring an ANZAC biscuit for the Official Reception; and · the establishment of ‘Design Central’ in Milan featuring designers from Melbourne Fashion Incubator, Gwendolynne Burkin and Richard Nylon.
· In addition to media coverage, the Melbourne a Milano program has
been supported and promoted on partner, sponsor and supporter’s
websites with information about the program and links to either the
Italian and/or English Melbourne a Milano websites.
· The design of a specific brand mark for Melbourne a Milano
contributed significantly to the ease with which other websites could
reference the program. The brand was also used as a visual cue to
join all the events and activities under the banner of Melbourne a
Milano. Professionally designed by Cato Purnell and developed from
the Brand Melbourne brand mark used by Tourism Victoria, the
Melbourne a Milano brand was a factor in the professional and high
quality presentation of the program.
· A plethora of positive feedback on the Melbourne a Milano program and its component events have been received (and are still coming through) from various participants, partners and stakeholders. · The Official Reception and the Melbourne Night were both considered to be very successful networking events by attendees
DM: 4057595 Page 19 Page 23 of 26 Appendix 2 Key Performance Indicator Measures Outcomes Presentation of a high standard – the business mission participants made positive contacts with program that presents Milan-based design industry representatives who subsequently Melbourne in a positive light visited them at ‘Design Central’ at 10 Corso Como. (continued) The Melbourne Night brought together over 80 tourism industry representatives in the first in-country networking event ever offered to them, building on the year-round promotion and marketing activities delivered by Tourism Victoria. · Equally, the contemporary arts exhibitions are receiving a great response. Chiara Agnello, curator of Too Near, Too Far, advised that “we are very happy and quite surprised of how many people are spending time in the documentation room reading books, catalogues and watching videos of Melbourne Artists.” The Milan artists and curators are very interested in Melbourne’s art scene, especially the non profit network and in the great opportunity the City is giving to artists, as similar opportunities are just not available in Milan. · As already outlined, Melbourne a Milano events and programs received great attendance levels. The quality of attendees was considered to be high level, ensuring the key messages delivered at each event were being pitched at the right people. Examples of these attendees are listed below: · Mr Peter Woolcoot, Australian Ambassador (Rome) · Mr Tim Gauci, Australian Consul-General (Milan) · Mr David Buckingham, Victorian Agent General (London) · Ms Letizia Moratti, Mayor of Milan · Mr Manfredi Palmeri, President, Comune di Milano
· Comm. Massimiliano Orsatti, Commissioner for Tourism
· Comm. Giovanni Terzi, Commissioner for Sport
· Mr Mario Carlo Ferrario and Ms Marguerite Cook, Australian Business in Europe (ABIE). · Business and design industry representatives from Proind, Associazione Viafarini, Fondazione Triennale di Milano, Salone Satellite, Internazionalizzazione, and NAVA. · Education institution representatives from Istituto Marangoni, Luigi Bocconi University, Università Statale Milano, Istituto di Geografia Umana and Università "Vita e Salute" - San Raffaele.
DM: 4057595 Page 20 Page 24 of 26 Appendix 2 Key Performance Indicator Measures Outcomes Presentation of a high standard · Over 50 media representatives attended the Official Reception program that presents and Melbourne Night, including high-ranking Milan journalists Melbourne in a positive light such as Mr Sergio Ramazzotti (top freelancer), Editor in Chief of (continued) Casamica (circ. 200 000), and Editor (and former Comm with City of Milan) of Il Sole 24 Ore, Mr Salvatore Carubba. · Over 50 travel industry representatives attended the Official Reception and Melbourne Night, including representatives from Singapore Airlines, American Express Travel, Lufthansa, and Kuoini Gastaldi and Southside (Milan-based travel wholesalers).
4. Consolidate Melbourne’s · High level attendances at key This section refers heavily to the Lord Mayor’s civic visit to Milan. The position as an innovative events Lord Mayor will make a separate report to Council on his travel. and progressive sister city · Active engagement of City of Milan · As indicated above, the Melbourne a Milano program received for Milan in program, including commitment considerable high-level targeted attendance at all events. The Lord by Mayor Moratti to visit Melbourne Mayor met with many City of Milan representatives during his visit as within 2 years well as individuals external to the City of Milan who were considered to contribute significantly to the Melbourne Milan sister city program in the future. · The City of Milan is considered to have engaged actively in the Melbourne a Milano program through their planning of the very successful Press Conference held for the Mayor of Milan and Lord Mayor John So, as well as their financial and administrative contribution to the Official Reception and the Lord Mayor’s civic visit. · The Lord Mayor extended an invitation to Mayor Letizia Moratti to make her first official visit to Melbourne, perhaps to align with the presentation of the proposed ‘Milan in Melbourne’ program.
DM: 4057595 Page 21 Page 25 of 26 Agenda Item 5.4 Business and International Relations Committee 17 April 2007
FINANCE ATTACHMENT
MELBOURNE A MILANO – JANUARY/FEBRUARY 2007
There are no direct financial implications for Council arising from the recommendations contained in this report.
Joe Groher Manager Financial Services
Page 26 of 26 Agenda Item 5.4 Business and International Relations Committee 17 April 2007
LEGAL ATTACHMENT
MELBOURNE A MILANO – JANUARY/FEBRUARY 2007
No direct legal issues arise from the recommendation in the report.
Section 3C (2) of the Local Government Act 1989 (“the Act”) provides that the objectives of Council include:
"(a) to promote the social, economic and environmental viability and sustainability of the municipal district;
(c) to improve the overall quality of life of people in the local community;
(d) to ensure that services and facilities provided by the Council are accessible and equitable”.
Section 3E (1) of the Act provides that the functions of Council include:
“(a) advocating and promoting proposals which are in the best interests of the local community;
(b) planning for and providing services and facilities for the local community”.
Section 7 of the City of Melbourne Act 2001 sets out additional objectives, including:
“(a) to ensure a proper balance within its community between economic, social, environmental and cultural considerations within the context of the City of Melbourne’s unique capital city responsibilities;
(d) to work in conjunction with the Government of the State on projects which that Government or the Council determines are significant to Melbourne”.
Kim Wood Manager Legal Services