Visit Sunshine Coast (VSC) has appointed Kylee Daniel in a newly created role as Events Marketing Specialist.
Kylee has a strong background in the events marketing sector, most recently working with clients such as the World Masters Games 2017. Notably, Kylee was the Senior Sponsorship Manager for ANZ New Zealand for seven years and was pivotal in driving brand sponsorships and ambassador programs with events including but not limited to the Rugby World Cup (2011), NZ Olympic Games team London (2012), NZ Commonwealth Games team Glasgow (2014) and ANZ New Zealand’s leverage programme of the Australian Open.
Of particular note, Kylee developed a successful campaign for ANZ’s Cricket World Cup in 2015 ~ ‘Dream Big’ resulting in the most successful social media strategy for a single ANZ New Zealand campaign to date with over 50,000 uses of the hashtag #dreambignz, over one million engagements and 95% positive social sentiment. The campaign fully leveraged ANZ’s association, engaging communities, fans and customers, and driving a shift in overall consideration for the ANZ brand most significantly among non-customers.
CEO of VSC, Simon Latchford welcomed Kylee’s appointment.
“Events provide the perfect opportunity to not only showcase our region as a tourism destination but also position the Sunshine Coast as the regional events capital of Australia. The economic impact of major events is broad and far-reaching. They are worth tens of millions of dollars to our local economy each year.
“We are delighted to attract a candidate of Kylee’s calibre and from New Zealand ~ a country that truly understands how to deliver exceptional tourism and events outcomes. She will be a brilliant addition to the team and brings a remarkable depth of events marketing experience to the position.
With an impressive calendar and events playing an increasingly important role in attracting visitors to the Sunshine Coast, I am confident Kylee will bring fresh ideas to the role and play a significant part in ensuring Sunshine Coast events reach new heights,” added Mr Latchford.
Speaking about the new position, Kylee said, “I relocated to the Sunshine Coast earlier in the year and I’m excited to join an ambitious regional tourism organisation where my global event expertise will be utilised. I’m looking forward to contributing to some exciting new initiatives and maximising opportunities for the tourism and events sector here on the Coast.”
Events are important drivers of tourism. Research indicates three-quarters of event attendees would not have gone to a destination, if not for an event. In addition, for 57% of first-time visitors to the region, the event is the main reason for visiting and likewise for 69% of repeat visitors.