Business-Traveller

Flight Centre Travel Group & Airbnb Host New Options for Corporate Travel

In an Australian and New Zealand first, Airbnb, the world’s leading community driven marketplace, has partnered with Flight Centre Travel Group’s (FCTG) corporate division to provide corporate customers with more options when travelling for business.

With five different corporate travel brands, FCTG corporate, offers the broadest range of travel management services for organisations across Australia and New Zealand.

The new partnership with Airbnb means that FCTG’s corporate brands will now have an unrivalled pool of accommodation options to offer its corporate customers.

FCTG’s corporate brands, including FCM Travel Solutions, Corporate Traveller, Campus Travel and Stage and Screen, will have access to Airbnb for Business.

The new accommodation offering will give FCTG’s corporate customers access to more than three million listings worldwide, which are available to be booked through the home-sharing platform.

Since its founding in 2008, Airbnb hosts have welcomed more than 180 million guest arrivals at Airbnb listings worldwide. Approximately 10 per cent of all travellers on Airbnb are business travellers, and in 2016, the number of business trips on Airbnb tripled.

Through this partnership, FCTG’s corporate travel brands will have access to Airbnb’s third party booking tool.

Additionally the travel manager and the employee who is taking the trip, will be able to see trip details, make changes to the reservation, and message the Airbnb host with questions about the listing or neighbourhood.

Andrew Flannery, FCTG’s Executive General Manager of Corporate Travel, said today’s agreement would bolster the company’s award-winning corporate travel offering.

“Customers’ needs and preferences in the corporate travel sector are constantly evolving, and this agreement will deliver interesting new accommodation options that will appeal to sections of our customer base, particularly those who are looking to experience something a little different to a traditional hotel stay,” Mr Flannery said.

“It will also benefit our corporate customers who are travelling to locations where there may currently be an under-supply of suitable hotel rooms.

“We are currently talking with a number of clients about the range of opportunities that Airbnb offers for travellers.”

David Holyoke, Global Director of Business Travel at Airbnb said, “We are thrilled to be working with FCTG’s corporate travel brands, in this sector of the travel industry, and look forward to helping Australian and New Zealand business travellers feel more at home while on the road.

“Airbnb for Business gives business travellers the ability to explore a city like a local, making it easy to travel for work without sacrificing the comforts of home.”

FCTG have run a trial with one of their clients over the last few months and they are already seeing a positive impact for their employees travelling for business using Airbnb, with employees included in the trial rating the experience 4.76 out of 5 stars and with an average daily rate of of $80AUD.

Airbnb listings will be available to Campus Travel and Stage and Screen in the coming weeks, and then progressively introduced soon after to FCM Travel Solutions and Corporate Traveller.

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Fare Reductions, Better In-flight Services and Loyalty Rewards Keep Corporate Travellers Chipper

Corporates have rarely had it so good, with a recent airfare study indicating the price of corporate Economy Class tickets dropped on key international routes in 2016 and fell by as much as 7% on the top domestic routes, according to the latest 4D FOCUS – Australian Aviation and Airfare Analysis.

The report, which was produced by 4th Dimension, Flight Centre Travel Group’s (FCTG) business travel consulting division, includes a benchmarking study that compares the price of corporate and leisure airfares purchased in 2016 compared to airfares purchased in 2015 and 2014.

4D’s analysis of corporate and leisure tickets purchased through the FCTG’s staple of travel brands, demonstrates that Australian travellers continue to see excellent value from the price of their air tickets. Compounding the positive news for travellers is the fact that Australian airlines are heavily focused on improving the whole travel experience – from take-off to touch-down as they vie for customer loyalty.

Since 2014, Qantas has upgraded 100 Airbus A330 and 737 aircraft with new interiors, opened new lounges around the country and the carrier is also on the verge of introducing free high-speed Wi-Fi in the domestic market.

John Simeone, Qantas’ Head of Business and Government Sales, said in the report, “This year, we’re entering a new era with the introduction of free high-speed Wi-Fi in the domestic market and the arrival of Qantas’ first Dreamliner, opening up breakthrough routes like Perth – London.”

Meanwhile in the Virgin Australia camp – the brand has started a three month trial of testing in-flight Wi-Fi on its Boeing 737-800 aircraft. These are but a few of the perks travellers now enjoy when travelling for work or play.

airfare

FCTG Managing Director, Graham Turner, said it’s been positive to see 2016/17 airfares remain competitive.

“Airfares are still extremely affordable for domestic and international travel and I think despite some of the distractions we’re seeing globally – the corporate and leisure travel industry will continue to perform throughout the rest of 2017,” Mr Turner said.

Below is a takeout of some of the key findings in 4D’s report.

Domestic Travel – CORPORATE Economy Class airfare benchmarking

(Based on 2016 fare benchmarking against 2015 fares)

  • Domestic Economy Class price changes for tickets purchased through FCTG’s corporate travel brands ranged from -7% to a 4% increase on key routes
  • Business travellers flying the BNE – MEL and the BNE – PER routes have enjoyed the biggest savings with average purchase price of tickets on both routes falling by 7%
  • Corporates travelling on the CBR – SYD and the MEL – SYD routes struck out on any savings with the average purchase price of tickets increasing up to 4% from 2015 – 2016

Domestic Travel – LEISURE Economy Class airfare benchmarking

(Based on 2016 fare benchmarking against 2015 fares)

  • From 2015 to 2016 the average price of domestic Economy Class leisure fares purchased through FCTG’s leisure division fell by 6%
  • Economy Class price changes for leisure tickets purchased through FCTG’s retail brands ranged from -10% to a 1% increase
  • Big ticket savings for leisure travellers were highlighted on the BNE – SYD route with a 10% reduction on the average purchase price, while tickets purchased through FCTG by leisure travellers flying on the HBA – MEL and the BNE – PER routes dropped by 9%
  • It was only on the MEL – SYD route, where capacity is tightly controlled by airlines due to the high volume of traffic, where travellers didn’t see a price reduction but rather wore a 1% increase on the average price of purchased fares.


Felicity Burke, General Manager, 4th Dimension Business Travel Consulting, said the outcome of the latest research into corporate and leisure fare movement painted an extremely positive picture for companies and smaller businesses, as well as holiday travellers, that have been booking their travel through a travel management company or retail travel agency such as those that fell under FCTG.

“Not only are FCTG’s corporate customers purchasing extremely well-priced fares but they are also getting all the additional value that comes with booking through a travel company such as 24-hour global traveller support, access to experienced consultants that manage their company’s travel policy, travel spend and activity reporting capabilities as well as access to our online booking technology,” Mrs Burke said.

“And the really good news is that this experience is about to get even better for travellers with the likes of Virgin Australia and Qantas both acutely focused on enhancing the traveller experience to grow market share and increase loyalty, particularly in the corporate sector.”

WHAT’S NEW AND CHANGES AHEAD IN 2017

Fare tracking conducted by 4D for first Quarter 2017 indicates a moderate increase of between 3% – 5% in domestic Economy Class fares across both the corporate and leisure buying groups.

Further to this, both the major Australian airlines introduced ‘Days of the Week’ fares late 2016, which has travellers on certain routes, with certain ticket types paying a higher price to fly on Thursday and Friday.

The data collected suggests a definitive shift away from the long-held beliefs of travel buyers – that booking 14-21 days in advance delivers the best deal on the busiest routes. With a likelihood of one in 10 tickets being changed by corporate travellers after a ticket is issued, 4th Dimension highlights that customers should consider the benefits of ‘flexible’ fares to avoid costly change fees.

The report shows the average cost of change charged by the airlines is $165. Internationally, the big changes in 2017 include:

  • Start of non-stop Qantas flights from Perth to London
  • Virgin Australia expanding to Hong Kong and Beijing
  • The opening of Qantas’ flagship international lounge due to open at London Heathrow
  • Qantas adding services to Beijing and Tokyo (Narita) and;
  • Virgin Australia reintroducing a Melbourne to Los Angeles service.

ACCOMMODATION

Strong demand for accommodation
4th Dimension research showed, that in the second half of 2016, there was strong demand for accommodation in Sydney, Melbourne and Auckland, as leisure and business travellers arrived in huge numbers for work, conferences and holidays.

The upshot in demand fuelled accommodation rate rises in those cities, with hotel rates increasing two or three times more than what the traveller paid for flights. Looking ahead to the second half of 2017 and into 2018, room bookings in these metro hot spots are expected to continue, causing demand to outstrip supply in some cases during peak periods.

FAST FACTS


1Source: BITRE, Aviation Domestic Airline Ontime Performance 2016 2Source: CAPA Centre for Aviation 3Published fare year-on-year benchmarking fare change 2016. Source 4D analytics

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Dealer Trade Signs Up Mitsubishi

Australia’s Dealer Trade Holdings Limited has signed a lucrative agreement with Mitsubishi Motors to auction their manufacturer-owned vehicles on the Dealer Trade listing platform.

Mitsubishi in Australia are now using Dealer Trade to auction their manufacturer-owned vehicles to their 190 plus franchisees in a move that will lower costs and streamline the distribution of their vehicles by creating an Australia-wide auction in a closed network.

Dealer Trade Chairman Wayne Myers said, “Since launching the Dealer Trade platform late last year we have already signed up more than 35% of the Australian motor dealer market.

“The Dealer Trade app has the benefit of making dealers more efficient in how they transact and minimise the reliance on auction houses.”

The Dealer Trade Australian-developed mobile app is transforming the way motor dealers source their used vehicles by allowing them to bid directly on other dealers’ wholesale stock as soon as it is listed.

Dealers are also able to list their trade-in, wholesale or surplus stock on the app to other dealers that are in need of that particular vehicle based on a set of preferences.

Dealer Trade Holdings is an unlisted public company headquartered in Brisbane and is building to a possible Australian Securities Exchange listing in late 2017 after completing its product expansion into the US and the UK.

Mr Myers said, “As our product portfolio expands, we are now the only company to have introduced a full suite of products providing a thorough history for a broad range of vehicles and watercraft.”

Dealer Trade set up CarRecord.com.au in 2016 to offer a suite of vehicle information products in conjunction with Glass’s Guide to the Australian consumer.

CarRecord offers a complete car history product including values, written off vehicle register and Personal Property Securities Register (PPSR) or encumbrance status, and has proven to be better value than competitors at a cost of $19 compared to Veda-owned carhistory.com.au for $36.95 and RedBook powered carfacts.com.au at $29.

Dealer Trade Holdings Limited has now launched the following product suite being the only vehicle records company in Australia to offer a full range of products:

  • jetskirecord.com.au
  • boatrecord.com.au
  • motorbikerecord.com.au
  • truckrecord.com.au
  • tralierrecord.com.au; and
  • motorhomerecord.com.au.

Dealer Trade has also recently launched Vehicle Market (vehiclemarket.com.au) for consumers and dealers in direct competition to carsales.com.au and carsguide.com.au but for a seller listing fee of only $10.

By using individual IP addresses for each listing, a vehicle can be searched for specifically with access available from their search engine without having to trawl through pages of results.

In February Dealer Trade signed a milestone agreement to supply vehicle history reports in the large US vehicle market through its CarRecord.com subsidiary. The deal combines history reports with vehicle values from J.D. Power Valuation services.

Dealer Trade Holdings has forged agreements with motor industry data suppliers Dealer Solutions, Edge, CDS Online, Datamotive, EASY Cars, UBS and others allowing vehicles to be uploaded to its platforms in bulk. For more information visit: dealertrade.com.au

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13 Words That Will Improve Your Writing

There are plenty of words that get overused in the business environment – narrative, platform, synergy and competency – to name a few. Everybody understands what these words mean but they have become so broad as to be irrelevant in most uses. Often these buzzwords are bandied around to fill the space left by a person’s lack of vocabulary. In the interests of expanding my own vocabulary 9as well as yours) here are a few rare and common words you should be using more in your corporate writing.

  • Preach – being a powerful advocate for your company and products is an important function of any leader or employee. While most usage has a religious connotation you do not always need a pulpit to preach. We should never be afraid to preach what we practice, or practice what we preach.

  • Oracular – most investors will know instantly who you are talking about when referencing the “Oracle of Omaha”. While not the direct adjectival version of oracle, but still related, the adjective oracular, is defined as resembling an oracle (as in solemnity of delivery). In usage it can appear in a range of forms, including: “Our CEO is the oracular voice of the industry.”

  • Articulate – the ability to speak or write clearly and distinctly often gets lost in a haze of buzzwords. Simply asking a colleague, client or customer to ‘articulate’ what they want is a great way to avoid confusion. Articulating something is simply saying what you mean, and meaning what you say. For anybody with a waffler in the office, a polite request to be more articulate, may go a long way.

  • Concatenate – Concatenate comes directly from Latin concatenare, which in turn is formed from con-, meaning “with” or “together,” and catena, meaning “chain.” The simple definition is to link together in a series or chain (The word chain itself also evolved from catena.)

  • Felicitous – Defined as ‘well suited or expressed’. The prevailing market conditions were felicitous to improving earnings. Felicitous and the noun felicity, meaning “great happiness,” and later, “aptness,” derive from the Latin adjective felix, meaning “fruitful” or “happy.”

  • Neologism – This is the word that sparked this blog. A neologism is a new word, usage, or expression which has been created to reference something .Webinar, malware, netroots, and blogosphere are just a few examples of widely0used and understood neologisms.

  • Because – a relatively common, well understood word that doesn’t get used anywhere near enough. There are many ways to be specific, or more articulate, in your writing. One of the best is simply giving a reason why. And the most effective transition word when giving a “reason why” is because. Why? Because it is.

  • Precrastinate – The opposite of procrastination, it’s the tendency to complete or begin tasks without thinking them through. In one Penn State study, folks were asked to carry one of two buckets to the end of a course. Most chose the closest bucket, despite having to carry it further. In a sentence: “I shouldn’t have precrastinated on that report. Now I have to go back and do it again.”

  • Temerarious – Closely linked to temerity, temerarious is someone or something, that is rashly or presumptuously daring. “More important still—and here he is perceived as either temerarious or feckless—[Pope] Francis has departed radically from his predecessors in that he actively encourages his bishops … to speak boldly when addressing him and in assembly….” — Michael W. Higgins, The Globe and Mail, 13 March 2015.

  • Battle – Like preach from the church, we need to reclaim ‘battle’ from the military. As a noun battle is a sustained fight between large organised armed forces, but as a verb it becomes about struggling tenaciously to achieve or resist something. It is a word that engenders a sense of desperation and the need to fight to achieve a result. Business is a battle in so many ways, we should be calling it what it is.

  • Munificent – Munificent first came into usage back in the late 1500s when English speakers, perhaps inspired by similar words such as magnificent, altered the ending of munificence. With a similar definition to ‘lavish’, munificent means very liberal in giving or bestowing. Twiggy Forrest’s recent philanthropic activities were a munificent gesture.

  • Perspicacity – defined as having a ready insight into things; a shrewdness. My father first taught me this word many years ago after returning from a stint working in the Papua New Guinean highlands. After calling a local labourer a ‘[unrepeatable] dumb [unrepeatable]’ he was forced to check his dictionary after being told to never question said labourer’s perspicacity ever again. It is a bit pompous (the adjectival form, perspicacious, even more so) but still worth dropping into the odd email to impress the socks off the boss.

There are some great sites around that can help improve your vocabulary (many of them were the source for above). Check out:
Dictionary.com – http://www.dictionary.com/wordoftheday/
Merriam Webster – https://www.merriam-webster.com/word-of-the-day
WorkThink – http://www.wordthink.com/
Oxford Dictionaries – https://en.oxforddictionaries.com/explore/word-of-the-day
New York Times – https://www.nytimes.com/column/learning-word-of-the-day

Fact: Fake News Isn’t New

While fake news isn’t a new phenomenon, it’s fairly worrying. False stories spread on social media – or, true stories embedded with fake facts and vice versa – have morphed into a modern, more terrifying and more impactful version of what the old-fashioned 1990s viral chain emails used to do (Fig.1).

HAUNTING Fig.1. Early 2000s chain email, apparently from Mother Teresa.

US Politics: The fusion of news and politics has created a whole new news stream

In the US, fake and misleading news is at peak popularity during elections and specifically the run-up. Stories that get the most hits during this time – upwards of 2 million – were stories that “fed into conspiracy theories,” according to a published interview with a fake news website owner. On May 18, 2017, the US Office of Science and Technology Policy addressed President Trump in a letter stating its concern that “disseminating stories from dubious sources has been a recurring issue with your administration. You previously made the false claim that President Obama ordered your phones to be “tapped” based on false reports which have subsequently been contradicted by U.S intelligence officials,” it read. In other words, Trump got in trouble for believing and feeding the fake news that was served to him. Google has cracked down on fake news, illustrating its intolerance by disabling fake news’ ability to attract advertising revenue. However, results of these actions are yet to be reported. There have even been cases whereby non-researched media stories have been published supported by false facts linked directly to made-up chain emails from previous years.

Facebook’s fact checker: Will it work?

After acknowledging it had been somewhat taken over by fake news, Facebook recently began the rollout of a feature that flags certain posts as “disputed.” In some cases, however, this appears to be having the opposite effect to the one Facebook actually wanted. Some sources have reported that ‘disputed’ articles are still populating Facebook feeds without displaying warnings. Others have said traffic to fake news posts have increased after Facebook activated the service, which begs the question: Maybe people just want to be entertained? Or perhaps they are actually drawn to conflict? The new Facebook feature works in partnership with dedicated fact-checking websites from the U.S. Satirical news sites are also causing a headache for Facebook, with many passive readers unaware of the deliberately-fake content, instead ‘flagging’ the article and commenting disapproval.

Fake news is bad, but it’s part of a bigger problem

Deliberately misleading news – the kind of content that’s not fake – is seen by some to fall into a category of the lowest form of click-bait designed to fool readers, usually prompted by a vague or misleading headline, or even partially ‘missing’ headline – one of the tackier ways to gain attention. As a reader, It’s important to read past the shocking headline, check the author and double-check any sourcing before committing to forwarding or tagging someone in an article. Bottom line: Don’t fall for cheap click-bait tactics. You’re better than that!

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A Toolbox For A Media Spokesperson – The ‘Must Have’ Essential Skills

The media spokesperson is one of the most important players in the media machine. Acting as as a journalist’s primary source, they are responsible for representing their organisation and its message to the world.

To the untrained eye, a spokesperson’s job is simple: Attend interviews and press conferences and provide the media with information for their story.

However, underneath the surface a spokesperson must be armed with a range of skills in order to:

  • Provide the media with a powerful and controlled message, and
  • Maintain their reputation and the reputation of their organisation.

Here are some of the skills that a good media spokesperson must have. They are also the skills that a good PR professional must be ready to teach their clients.


Dress for success

It is important for a good spokesperson to be correctly attired.

Common sense, right?

In the PR world however, correct attire is not as simple as throwing on a suit to ‘look professional’. Clothing should properly reflect the spokesperson’s position and level of authority, and more importantly the environment surrounding the story.

For example, the hard hat, high-vis vest and rolled-up sleeve combo is a much-loved costume for politicians who visit a factory or blue-collar work site on the campaign trail.

Clothing can speak volumes and can convey its own message, so a good spokesperson must ensure they are dressed to match their words.

Do: Consider a lighter, less formal outfit if the story is about (for example) an ‘active families’ program at the beach.

Don’t: Speak on behalf of a multi-million-dollar company unveiling wearing thongs and a band shirt (especially as CEO).


Have something to say

Providing the facts (who, what, where and when) is only the first step. A good spokesperson must also answer these questions:

  • Why am I giving this interview?
  • Why is the media choosing to spend their time with me?

The answer to both of those questions should lie within the story: you are speaking with the media because what you have to say is newsworthy.

In order for a story to be newsworthy, a spokesperson should always be prepared to add necessary layers to the facts. In other words: Here are the facts, but why do they matter? How will an audience benefit from knowing this?

Too many media releases offer nothing more than a variation of the following:

“[Insert organisation] is delighted to be a part of [insert business venture].”

Of course the organisation is delighted. Who cares?* It is vital to bring more than a simple sound bite to the table.

* It is actually quite important to establish the subject’s position. However, the point to take away is that as a spokesperson, your standpoint and the standpoint of your company should be accompanied by rich and engaging dialogue.


Spokesperson Preparedness

A good spokesperson should never walk into a media event with nothing more than the knowledge in their mind.

A spokesperson should be briefed on the position and viewpoint of their organisation, and dressed appropriately (as previously mentioned). They should also have a general understanding of the media outlets they will be speaking to (e.g. are you speaking to hard-hitting journalists? Are there any ‘gotcha’ tabloids in the crowd?), and a working knowledge of the story’s background should a journalist pose challenging questions. A good spokesperson should also have their ‘character’ prepared.


Play the part

A media spokesperson is similar to a character in a play. You must don a personality necessary for the part. This skill normally involves appearing professional and authoritative in front of the media, but it also includes adopting mannerisms that will engage an audience. If a spokesperson has had a bad day, or not necessarily in the mood to talk to journalists, that will all come through in the delivery. It’s imperative to leave personal feelings at the door and become the character the story requires.


Jargon filter

Often a media spokesperson will be the representative for a big company that specialises in a particular sector like finance, government or property development. And with specialised knowledge comes ‘jargon’. Jargon is the term given to words and phrases that are exclusive to a particular group, and not universally recognised as common language.

The true challenge of jargon is to understand that it is not black and white. A good spokesperson knows when to add jargon to their speech, and when more common dialect is appropriate.

Jargon pros:

  • Conveys knowledge and control of the business and its material.
  • Gives the audience faith that the spokesperson is the right person for the job.
  • Audience feels trusted to follow along – jargon can sometimes be interpreted through context and allows an audience to feel like the media spokesperson has welcomed them into their world.


Jargon cons:

  • Too much conveys pretentiousness
  • Jargon at the wrong time may confuse the media and affect the message
  • Heavy jargon alienates the audience


Tightrope walking

Tightrope walkers have superior balancing skills, and so too must a good spokesperson. It is essential that certain aspects of the message never tilt all the way to one side:

  • Be confident, but not arrogant. Journalists and their audience must feel like you’re sharing your insight, not talking down to them.
  • Have a message, but not an ‘agenda’. There is a difference between news and advertising, and most people recoil when the two get confused. A spokesperson’s message must be embedded within the story, and delivered in such a way that engages an audience and allow them to feel as though they came to your way of thinking on their own. Blatantly pushing an agenda breeds hollow words, identifiable bias and a cheap story.
  • Don’t say too much, don’t say too little. Journalists should be offered a rich backstory and plenty of information to sink their teeth into. However, giving too much away dulls the intrigue, bores an audience and runs the risk of journalists walking away with the wrong angle (due to an overload of information). Similarly damning is saying too little, which could result in the perception that there is no story. It’s important to find the ‘sweet spot’.

The last skill is undoubtedly the most vital.

Keep calm.

Own the message. Own the delivery. There are no biting monsters at media events.

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What Is Cornerstone Content?

Put simply, producing cornerstone content is about getting your web or blog page to rank highly by Google.

Of course, it is helpful to have informative content for the benefit of your customers and site visitors, but ultimately Google will need to be told which of your articles are the most important – especially where you write a number of posts about similar topics.

Cornerstone content then are those articles (or a static page on a topic) that you feel are the most informative and that you would like to rank highly in search engines. The key then is to create internal links to that page of content or article.  Internal links are an important ranking factor.

It’s possible to have more than one cornerstone page on a website. You may have one for each of several key topics.

cornerstone content

Cornerstone articles can be long, including everything relevant and important for your readers about the topic. Make sure it uses good SEO practice – keyword focused, headings, imagery etc. Smart internal linking can push this article up in the search results. It’s a good idea to update it regularly and expand on it when possible.

You should link all your other posts about a similar topic to that article. An internal linking structure will increase the chance of your content article ranking in Google.

If you’re using the WordPress platform, the Yoast SEO Premium plugin makes it easy for you to identify which are the cornerstone articles and to be prompted to link to them.

Blogging guru Brian Clark outlines the two core goals of cornerstone content succinctly as:

  • The first goal of cornerstone content is usefulness and relevancy to the visitor, no matter how they arrive.
  • The second goal is to make that content so compelling and comprehensive that people are willing – no, make that excited – to link to it.

cornerstone content

Benefits of creating cornerstone content

  • It provides a very informative source and value to readers
  • Google is responsive to these sort of articles and they rank well in search engines
  • Cornerstone content helps you boost your blog’s credibility
  • People will be more likely to share this content on social media
  • It can attract back-links from other authoritative sources
  • Ultimately direct a lot of traffic and hopefully new subscribers and customers.

The benefits of linking can be seen by Fairfax media in all their articles and newsletters where they are constantly linking back to their own stories. They are forming content clusters with their authoritative journalism and feature articles.

cornerstone content

The Australian Financial Review will link back to a feature article (hyperlinked in blue) on the imposition of the big bank levy in all their articles related to this topic – a cornerstone article.

A content article that amazes us on our own blog with the constant traffic it receives is an article about the difference between publicity and public relations. It works because it provides answers on a topic, is informative, responds to a search query, and is shareable. And, as you can see, we will link back to it wherever possible as cornerstone content.

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Gold Coast Turf Club To Be Renamed Aquis Park In 3 Year Partnership Deal With Aquis Australia

Major Naming Rights Deal Announced Making It the Largest In Club’s History
Gold Coast, Thursday 1 June:  Gold Coast Turf Club & Event Centre (GCTC) today announced a 3-year partnership deal with Aquis Australia that includes naming rights to the racecourse.

Effective 1st of August 2017, the Turf Club will be renamed Aquis Park.

This is by far the biggest deal the Club has inked to date and in the coming months the partnership will unveil a number of specific activations to bring the brands closer to its Members, equine precinct, horse owners and trainers and the general public.

The financial arrangements underpinning the partnership are confidential.

“Aquis Park will be a first for the Racing Industry in Queensland and we are excited to enter this long-term partnership with Aquis, fast becoming an iconic brand in Australia,” Gold Coast Turf Club CEO Steve Lines said.

“The synergy between the Club and this premium brand represents tremendous opportunity for us to elevate the experience for all our stakeholders and further accelerate our future plans.”

Mr Lines adds. As part of the partnership, the Club will undergo a series of staged renovations and Aquis Park will feature signage atop A.D Hollindale Stand, at the track entrance, on the Winners Post and Stalls as well as throughout the venue and organisation.

A number of strategic marketing initiatives will also be rolled out to capture the full potential of the partnership.  One being, in line with the Racing Infrastructure submission to Racing Queensland, Aquis is excited about the potential of “Night Racing”.

Aquis Australia Chairman Tony Fung said the partnership would be a important plank in growing the Aquis brand in Australia and was a further demonstration of the company’s commitment to the Queensland racing and breeding industries and the broader Queensland community.

“This deal is not only a naming rights program, but it is designed to be a true partnership between two companies dedicated to providing world class racing,” he said. “The partnership is also an important part of our strategy to improve links between the local industry and Asia in both horses and real estate. This partnership will bridge the ocean between the two industries.”

Aquis Australia CEO Justin Fung said the company was looking forward to working with the Gold Coast Turf Club to progress a range of opportunities at Aquis Park.

“We see this as a genuine partnership with a range of opportunities to grow our respective businesses by leveraging the expertise and resources of each organisation,” he said. “We have been very impressed by the GCTC’s long term vision for their facility and look forward to the next few years.”

Over the last two years Aquis has built Queensland’s largest thoroughbred racing and breeding facility – Aquis Farm – at Canungra on the Gold Coast hinterland and recently acquired the long term management rights to Emirates Park in the Hunter Valley.

Gold Coast Turf Club Chairman Brett Cook said he was excited about the shared vision, commitment and enthusiasm of the new partnership.

“On behalf of myself and The Board of Directors we are excited with this agreement and this is great news for ourselves and our members,” he said. “We are looking forward to building a very strong partnership with Aquis Australia; the racing and non racing opportunities are on the table for both parties to explore with positive times ahead for all.”

Aquis Park Raceday on August 5 will be the official public launch.