Delegates weren’t the only ones smiling yesterday as they marvelled in the sunshine, unique setting and singing of renowned performer Wendy Matthews on the lawns of the internationally acclaimed Museum of Old and New Art (MONA) in Tasmania.
The concert marked the end of the Australian Institute of Conveyancers (AIC) national conference that had attracted record attendance from across the country. A 25% increase in delegate numbers (270, up from 200 in previous years), combined with happy delegates and even happier sponsors saw Tasmania shine as the host destination.
While delegates lounged in the signature pink MONA beanbags sipping chilled drinks in 25 degrees overlooking the glittering water of the Derwent River, Wendy Matthews belted out her most classic ballads and sponsors lined up to snare a piece of the action for the next AIC event.
“My phone has not stopped ringing after the success of the Tasmanian conference over the past three days” said AIC National Secretary Rosemary Cotton.
“The sponsored entertainment at this conference has been absolutely incredible. The gala dinner ‘Puttin’ on the Ritz’ featured a 1930’s style musical and theatrical performance with brass band, tap dancers and Fred Astaire that was a total show-stopper – it exceeded all of our expectations. We simply could not have pulled off an event like this anywhere else.
“The concert yesterday was everything that we had hoped it would be and more. The setting was absolutely breathtaking – a total heart stopper. The green lawn stretched out in front of the stage with the Derwent River twinkling in the background and not a cloud in the sky – fitting perfectly with the lyrics of the famous Wendy Matthews tune.
“We visited MONA 18 months ago on a stunning day and thought WOW wouldn’t it be amazing to have someone there performing for us on that bandstand.
“Our sponsorship strategy was formed around offering whole entertainment events that the sponsor could ‘own’, branding the event from start to finish.
“The sponsor for the concert, Trust Online, was fascinated with MONA given its international acclaim and was enthusiastic about attaching his brand to the space. The performer, Wendy Matthews, was a personal favourite of the sponsor also, so combining the two allowed Trust Online to truly own the event.
“The sponsorship strategy worked very well. It is great to see sponsors doing something out of the ordinary – thinking outside the square and working with us to create an experience that talks to their brand identity rather than a logo on a screen. The resulting events lifted their profile in a very real way providing an incredible return on investment. The Tasmanian entertainment represented extreme value for money.
“Tasmania is a brilliant business events destination – the primary venue, the Hotel Grand Chancellor was fantastic – flexible, understanding, obliging and very easy to deal with. They offered exceptional service that just quietly went on around us all weekend.
“We had a lot of people staying on after the conference and people who haven’t been to the state before so we wanted to let them truly indulge in the destination.”
Delegates enjoyed a sunset cruise to Peppermint Bay; a barbeque on the edge of the D’Entrecasteaux Channel; a key note address from Australia’s most in-demand female speaker, Tasmanian Robyn Moore; a gala dinner featuring some of the states finest musicians and entertainers from Island Entertainment; and finished with the concert on the lawns at the Museum Of Old and New Art.
It’s no wonder the conference had seen a 25% boost in delegate registrations, the conference’s best attendance record in its 20 year history. It was the first time Tasmania hosted the event.
“The depth of talent in Tasmania is incredible – I don’t think fireworks could have topped it off.”