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Gold Coast 2018 Commonwealth Games Trade and Investment Program

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Gold Coast 2018 Commonwealth Games Trade and Investment Program GOLD COAST 2018 COMMONWEALTH GAMES TRADE AND INVESTMENT PROGRAM EVALUATION REPORT This publication has been compiled by the Office of the Commonwealth Games, Department of Innovation, Tourism Industry Development and the Commonwealth Games. © State of Queensland, 2018. The Queensland Government supports and encourages the dissemination and exchange of its information. The copyright in this publication is licensed under a Creative Commons Attribution 3.0 Australia (CC BY) licence. Under this licence you are free, without having to seek our permission, to use this publication in accordance with the licence terms. You must keep intact the copyright notice and attribute the State of Queensland as the source of the publication. For more information on this licence, visit http://creativecommons.org/licenses/by/3.0/au/deed.en The information contained herein is subject to change without notice. The Queensland Government shall not be liable for technical or other errors or omissions contained herein. The reader/user accepts all risks and responsibility for losses, damages, costs and other consequences resulting directly or indirectly from using this information. 2 • Contents 1. Executive summary ................................................................................................4 2. Introduction .............................................................................................................14 2.1. Commonwealth trade and investment ..........................................................14 2.2. Trade 2018 program .....................................................................................17 Background .........................................................................................17 Objectives............................................................................................18 Implementation model .........................................................................19 Trade 2018 priority sectors ..................................................................20 3. Methodology ...........................................................................................................22 3.1. Evaluation framework ...................................................................................22 3.2. Evaluation roles and responsibilities .............................................................24 3.3. Trade 2018 Games Time Delegate Feedback Survey ...................................25 4. Trade 2018 outcomes .............................................................................................26 4.1. Engagement scope ......................................................................................27 Phase 1 – International activations .......................................................27 Phase 2 – Inbound activations .............................................................34 Phase 3 – Games-time activations.......................................................39 Strategic marketing and communications ............................................52 4.2. Engagement quality .....................................................................................55 Lead – Strengthen Queensland’s international business and government relationships .....................................................................55 Inspire – Act as a platform to showcase Queensland to the world .......74 Expand – Provide a catalyst for export and investment attraction........80 5. Conclusions ............................................................................................................100 5.1. Program delivery lessons learned ................................................................101 5.2. Legacy of Trade 2018 ...................................................................................103 5.3. Implications for future Commonwealth Games trade and investment programs ............................................................................105 6. Appendices .............................................................................................................106 6.1. Appendix A: Glossary of terms .....................................................................106 6.2. Appendix B: Survey questions – Trade 2018 Games Time Delegate Feedback Survey .........................................................................................107 6.3. Appendix C: Event overviews .......................................................................115 6.4. Appendix D: Games-time delegations ..........................................................121 6.5. Appendix E: Additional survey results – Trade 2018 Games Time Delegate Feedback Survey .........................................................................................127 6.6. Appendix F: Key speakers ............................................................................132 Evaluation Report • 3 1. Executive summary Trade 2018, the Gold Coast 2018 Commonwealth The program involved comprehensive engagement Games Trade and Investment Program, was primarily and showcasing opportunities across seven an economic leveraging, promotional and relationship priority industry sectors and seven priority markets. building initiative. It enhanced international and International and local business leaders were domestic opportunities to promote business, trade incorporated to champion the message of the and investment for Queensland and the Gold Coast, program, extending the reach and strengthening and improved international business reputation. The the engagement. major sporting event spectacle of the Gold Coast 2018 This evaluation report demonstrates the outcomes Commonwealth Games (GC2018) provided a vehicle achieved from the successful delivery of the Trade for much of the engagement, with a phased approach 2018 program, including the trade and investment of activations over 14 months leading up to and during opportunities created for the Gold Coast and the Games. Queensland. Evaluation findings are presented by From an Australian perspective, the Trade 2018 engagement scope, across the three phases of the international program was one of the most extensive program, and by engagement quality, against the business, trade and investment engagement three strategic objectives. campaigns for an international sporting event. 4 • Engagement scope Phase 1 – International activations Phase 3 – Games-time activations • Trade 2018 commenced with a campaign of • The Trade 2018 Games Time Trade and international activations in Queensland’s seven Investment Program, held alongside GC2018 priority Commonwealth trade and investment from 3 to 16 April, included a range of markets. To leverage the interest in the Games, strategically focused trade and investment the international activations were scheduled events, activities and site visits. The program to coincide with the Queen’s Baton Relay provided a unique opportunity for leaders across international route. the Commonwealth, and international investors and buyers, to meet and network with local • Almost 3200 business, trade and investment businesses and directly experience the depth contacts from key international industry, of expertise available in Queensland. government and bilateral business organisations were involved in more than 120 engagements • More than 2500 attendances were recorded across the international activations. across 32 Trade 2018 events and site visits staged on the Gold Coast, Brisbane, Townsville and Phase 2 – Inbound activations Cairns. Results from the Trade 2018 Games Time • Trade 2018 leveraged inbound activations to Delegate Feedback Survey reveal two-thirds of the promote Queensland’s comparative advantages delegates held either executive (e.g. CEO, CFO, and showcase why Queensland is the ideal CIO) or management positions or roles. location to do business and invest. • The majority of Trade 2018 Games-time business • In the year leading up to the Games, Trade 2018 events were hosted at Commonwealth House. hosted 21 inbound trade and investment missions Set against the stunning backdrop of Kurrawa and engagements with delegates representing Beach, Broadbeach, Commonwealth House was more than 17 countries. a purpose-built temporary venue that inspired media, business and trade partners with a • Leveraging existing high profile Queensland events uniquely Queensland and Gold Coast ‘toes in such as Myriad, Sudirman Cup and TropAg 2017, the sand’ experience. activations including high-level government and business meetings showcased the Gold Coast • A strategic delegate attraction program and Queensland’s investment opportunities and resulted in 38 international delegations bringing capabilities with a focus on the priority sectors. 319 delegates from 26 countries to participate in the Games-time program across the key • A survey of delegates hosted on some of the industry sectors. missions and engagements revealed strong results for overall satisfaction with their visit, increased knowledge of GC2018, and raised awareness and consideration of collaboration opportunities on the Gold Coast. Evaluation Report • 5 • The Trade 2018 Games-time program attracted organisations and delegates supported the some of the world’s leading business people delivery of Trade 2018 throughout the program and entrepreneurs to the Gold Coast. phases, and the key outcomes and achievements More than 95 domestic and internationally that resulted from these partnerships. renowned speakers and thought leaders • A strategic partnership between the Queensland
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