Company in Focus: ABT
ABT Creative helps Australia take home gold in world schmoozing games
An initiative of the Austrade, Business Club Australia (BCA) is designed to give Australian businesses the opportunity to promote their company and establish new contacts through business matching, networking events, and corporate hospitality against the backdrop of major sporting events.
Following previously successful events at the Sydney 2000 Olympics, Rugby World Cup 2003, Melbourne 2006 Commonwealth Games and Rugby World Cup 2007, Austrade engaged ABT to establish BCA for the Beijing 2008 Olympic Games.
At ABT we believe a brand is much more than a logo, identity or other graphic representation. It is the emotional connection that people have – the feeling and memory they take away with them. That meant looking at every aspect of the event; from the reception and registration space and experience, to the different environments and the many events produced to ensure it reinforced the BCA brand and gave a clear sense of how important business and trade relationships between Australia and China are.
Using stunning photographs, indigenous design elements and relevant success stories, we added a uniquely Australian flavour to the space while the layout, materials, lighting and furniture helped create a sense of relaxation, encouraged conversation and provided a welcoming and friendly atmosphere, in short - it was Australian.
The BCA Experience in Beijing is considered the most successful yet. Attracting 4,000 high profile attendees, athletes and guests, it was an extremely popular destination and constantly full. 51 events were held and managed by ABT Creative over the 16 days of the BCA Olympic program - from a Commonwealth Sports Ministers seminar to signing ceremonies and numerous networking events - the environment for each changed and adapted to suit the occasion as if it was the only one.
The BCA concept is considered so successful that the IOC has requested a case study to determine its impact on business links.
"I have literally witnessed new relationships being formed" Ashley White BCA Manager, Austrade (quoted in the Australian Financial Review, August, 2008)
Further information:
Claire Kowarsky
ABT Marketing & Communications Manager
+61 410 300 021
claire.kowarsky@abt.com.au
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