Perfect Gym Solutions is a software as a service (SaaS) solution purpose-built to service the fitness industry, with over 1000 clients servicing over 2 million gym members across 40 countries making…read more
Australian Open organisers look to enhance links with Asia for 2017 tournament
Accessibility, integrity and stronger links with Asia where the key themes emphasised by organisers at yesterday’s launch of the 2017 Australian Open.
Tournament organisers will stage major event launches for the first tennis Grand Slam tournament of the year in Shanghai, Tokyo and Singapore for the first time in October and November with the initiative aimed at building more in-bound tourism into Melbourne for the event.
Australian Open Tournament Director Craig Tiley explained “the Australian Open’s profile as the Grand Slam of Asia-Pacific has been in place for more than 15 years.
“This is a long-term strategy to invest in the growth of the sport and our events in the region and we are always seeking new promotional opportunities.”
Other Australian Open initiatives aimed at Asian fans, tourists and businesses, include:
• Multi-language websites allowing Chinese and Japanese fans to purchase tickets directly.
• Expanded broadcast deals in the region increasing exposure.
• Dedicated offices in Hong Kong, Shanghai and Beijing with commercial, media rights, content and operations teams.
• Year-round resources developing rich content for Australian Open WeChat and Weibo channels.
• Syndication of radio and video content through local partnerships.
• The staging of the fifth annual Australian Open Asia-Pacific Wildcard Play-off in the new host city of Zhuhai (from 28th November to 4th December).
• An official partnership with Sina Sports.
Commenting on these links, Tiley advised “independent tourism continues to increase and we want to make it easier than ever for our international fans to access the Australian Open.
“Of course, part of that is increasing awareness around this time of year, which is why our partnership with the Shanghai Rolex Masters and relationships with prominent players is so important.
“Our broadcast reach in the region continues to expand, with China and Japan among our biggest markets, and ongoing negotiations with a number of broadcasters.
“We are the most relatable of the Grand Slam events in this region. The time zone works for attracting viewers on TV, and Australia is not that far away. Gone are the days when group tours were the only way people travelled to events.”
With the launch staged at the entry to the new Tanderrum Bridge, which will provide a seamless link from Birrarung Marr to Melbourne Park, the organisers also emphasised improved access to the Australian open with a new $5 children’s ticket as part of an increased family focus, including a new childrens’ zone, The Ballpark
The event will also offer an expanded entertainment program including a free opening weekend and and will also see the establishment of a Tennis Australia Integrity Unit with capabilities in monitoring, investigation, analysis and education.
A report on this year’s Australian Open, undertaken by Repucom and Centre of Policy Studies, showed that the event provided record economic benefits to the state of Victoria.
The two-week long tournament injected $278.1 million into the state’s economy – up from $245.5 million in 2014 and almost a 70% increase on 2008 when it generated $163.3 million.
Tiley added “these numbers prove that our ongoing focus on in-bound tourism, particularly in the Asia Pacific region, is paying dividends and contributing incredible economic benefits to Melbourne and Victoria.”
Of the record breaking 720,363 attendees, 48% were from beyond Melbourne, beating the previous best attendance record of 703,899 set in 2015.
6th October 2016 - HIGH QUALITY FIELD TO CONTEST 2017 HOPMAN CUP
19th September 2016 - COX ARCHITECTURE REVEALS ROD LAVER ARENA REDEVELOPMENT DESIGNS
5th September 2016 - AUSTRALIAN OPEN EXTENDS COURT SURFACE PARTNERSHIP
1st February 2016 - LARGEST EVER CROWDS ATTEND 2016 AUSTRALIAN OPEN
6th November 2015 - POPULOUS DESIGNED ZHUHAI TENNIS VENUE HOSTS ITS FIRST INTERNATIONAL EVENT
15th October 2014 - AUSTRALIAN OPEN STEPS UP MARKETING TO CHINESE TENNIS LOVERS
Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?
The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.
However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.
Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.
Subscriptions cost just $90 a year.
Click here to subscribe.
The Complete Guide to Leisure Industry Products & Services.
Playrope Aqua-Fun, are the Australian & New Zealand exclusive distributors for Vortex Aquatic Structures International, the world leader in aquatic playgrounds and urban water landscapes.…read more
TJS Services is a leading national facility services provider. We deliver quality cleaning, maintenance, construction and facility management services to over 1,500 sites Australia wide. Our…read more
Developed in Europe, this innovative system offers a safety management solution for swimming pools that checks individual swimmers via their wristband - monitoring their depth and time. Sensors…read more
Neptune Benson is a manufacturer of high quality water filtration and disinfection products for the recreational, industrial, and municipal water markets. With more than 20,000 installations…read more
Felton Industries is Australia’s leading designer, manufacturer and supplier of quality outdoor furniture and has been supplying premium seating solutions for all sporting, commercial, community…read more
Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…read more
get listed with our suppliers directory
Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!