22/23
Report Card Moreton Bay Region Industry and Tourism (MBRIT) is a not-for-profit organisation responsible for destination marketing, community events, news media, publications, business innovation, destination events and corporate events. MBRIT is the recognised destination management organisation (DMO) tasked on behalf of the City of Moreton Bay to deliver destination management, marketing and event activations to drive visitation, expenditure, length of stay and dispersal to the region. With a dedicated team specialising in all areas from marketing, events, stakeholder management, advertising, media, journalism and innovation, the organisation is nimble and diverse. MBRIT is passionate about the positive impact every program and product has on the city’s economy. MBRIT is committed to delivering and supporting community initiatives and promoting the City of Moreton Bay as an enviable and attraction destination to live, work and play! MBRIT has one vision, to increase the prosperity of the Moreton Bay region.
#TeamMoretonBay
22/23
Report Card This report card summarises key business outcomes achieved by MBRIT in the 2022/2023 financial year.
Commercial
275
business sponsors across all MBRIT delivered events (Destination, Community, Business)
MBRIT’s Commercial Team is headed by our Founder & Commercial Director,
400+
Moreton Daily
1,935
SHANE NEWCOMBE
Region’s No.1 Online Local News Platform backed by journalism team with over 100 years experience
advertisers across Moreton Bay Visitor Guide, Moreton Life Magazine, and Moreton Daily
articles published on moretondaily.com.au
1,000
interviews with local community figures, community groups, and businesses close to
1.56
million website sessions
16.4
million META reach (Facebook & Instagram)
Moreton Life Launched regional lifestyle magazine with six editions distributed quarterly
1,500
bulk drop
locations
240,000
copies distributed throughout region to-date
Event Development & Delivery
Delivered annual calendar Destination, of Community & Business events
51
$2.3M
Estimated generated for local economy
THANKS TO CITY OF MORETON BAY
MBRIT’s Events Team is headed by Event Director,
Melissa Gooderham
Worked with over volunteers across all events
150
150,000+
event attendees during 22/23
SURVEY
COMMUNITY EVENT
This program of 52+ community events is delivered by MBRIT, and supported by City of Moreton Bay. As part of our commitment to continual improvement, MBRIT is conducting a short survey to understand what we are doing well, where we can improve, and what else you would like to see on the community event calendar! Thank you for contributing to our region’s success.
$110,000+
Fundraised for local community groups and charities
92%
consumer satisfaction with MBRIT’s event management and delivery, in terms of professionalism, organizational skills and event success * Survey data sourced from independently managed annual survey by Earthcheck
•4 ,901 registered (estimate total 7,000+ attended event) • 57% of attendees were from out-of-region • Event satisfaction rate of 97% (post-event survey) • Estimated economic impact - $539,525 • Partnered with Moreton Bay Road Runners • Fundraised $13,844 for charity - A Brave Life • Generated $27,813 in media coverage value (ASR) • 1 2 Sponsors: City of Moreton Bay, Tourism & Events Queensland, Rebel, Visit Moreton Bay, Moreton Bay Road Runners, Sesame Lane, Ausbuild, Planet Fitness, Moreton Daily, Kindred Property, Grand Prix Mazda Caboolture, Tafe QLD
Delivered on Jul 16 Pelican Park, Clontarf
155,000+
website page views
255,000+
social media reach
• 20,000+ attendees • Estimated economic impact - $615,518 • Generated $75,055 in media coverage value (ASR) •E vent satisfaction rate of 84.5% (post-event survey) • 150+ hours of entertainment programming • 10 local community groups engaged • 1.3km of 6ft fencing installed • 370m of marquees • 5 x stages including 1 x cooking stage •3 ,975 containers for change collected (money donated to Woody Point Special School) • 1 2 Major Sponsors: City of Moreton Bay, Tourism & Events Queensland, Ray White Aspley Group, Ausbuild, Mazda Aspley, Robert Oatley, UniSC, Moreton Daily, Ray White Woody Point, Visit Moreton Bay, Bishopp Outdoor Advertising, B105
Delivered on Aug 4, 5, 6 Apex Park, Woody Point
• 30,000+ attendees • Estimated economic impact - $1.1M • 56% of attendees were from out-of-region •G enerated $82,140 in media coverage value (ASR) • Partnered with Kites Queensland • 1 1,472 patrons used the free shuttle bus from the Redcliffe Showgrounds • 1.3km of crowd control barriers installed • 1.1km of 6ft fencing installed • 60 hours of live entertainment • 1,000kg of kites •M ajor sponsors: City of Moreton Bay, Tourism & Events Queensland, Sesame Lane, Ausbuild, UniSC
Delivered on Sep 16 & 17 Pelican Park, Clontarf
172,000+
website page views
300,000+
social media reach
208,000+
website page views
500,000+
social media reach
Delivered on Jun 10 Pine River Park, Strathpine •D elivered City of Moreton Bay’s first ever PrideFest •3 ,500 attendees • Fundraised $20,000 for charity - Headspace •M ajor sponsors: City of Moreton Bay, UniSC, Bishopp, B105, QNews, Ray White Aspley, TAFE QLD, Brisbane Mini Garage
68,545
website page views
Visit Moreton Bay - Destination Management & Marketing THANKS TO CITY OF MORETON BAY
MBRIT’s Destination Management Team is headed by General Manager for Destination Management,
RENEE GUSA
KEY HIGHLIGHTS MBRIT activity contributed to a growth in visitor numbers by 29.7% on the 21/22 FY which saw visitors to our region
4.6 m
Delivered Moreton Bay Region Destination Management Plan 2023-27 Delivered major destination brand review and refresh That’s Deliciously Moreton
DESTINATION CAMPAIGNS DELIVERED • Welcome to the Warriors • Accessible for All • Welcome to Summer in Moreton Bay • Love your stay in Moreton Bay • Easter in Moreton Bay • Moreton Bay Arts & Culture Trail • Welcome to the Whales • That’s Deliciously Moreton (Major Destination Campaign) • Moreton Bay Food + Wine Festival • Jetty 2 Jetty Fun Run • Redcliffe KiteFest MEDIA Organised Sunrise Breakfast cross from Redcliffe Jetty on May 24 2023 showcasing Abbey Medieval Festival, Whale season, Redcliffe KiteFest, Dolphins NRL, and Moreton Bay Food + Wine Festival.
Leisure social media average increase by
$1.2M $83.3M
73%
spent on destination promotion activities
generated in media coverage (ASR value) MBRIT manages City of Moreton Bay’s network of Visitor Information Centres and worked with volunteers to provide information to visitors.
312
54
stakeholders at Hosted 4 media famils showcasing experiences across the region MBRIT produced and distributed the 2023 Visitor Guide (50,000 copies distributed nationally through VIC network, trade shows and tourism operators) Attended Australian Tourism Exchange (ATE) for first time, supporting 9 operators to promote their product to international markets.
$471,779 ASR value
VisitMoretonBay.com.au WEBSITE Over
540,000
users
Over
986,000
page views
Over
419,000
organic web searches
SOCIAL MEDIA Over
1.8M
reach
Facebook followers increase to
72.9K
Instagram followers increase to
22K
INDUSTRY DEVELOPMENT
INDUSTRY ENGAGEMENT
• L aunched Tourism & Industry Resources Hub
of Tourism Industry agree ‘That’s Deliciously Moreton’ destination branding is fit-for-purpose
• Provided Industry Funding Support • Launched Moreton Bay Trade Centre • Hosted 9 businesses at the Australian Tourism Exchange • Inducted 45 businesses into Moreton Bay Tourism Champions • Provided 1:1 mentoring to 12 businesses for BoQE • Industry engagement (7 networking events, 6 webinars, 5 workshops, 2 spotlight events) MBRIT’s support and expertise helped us to integrate quickly into the tourism industry. MBRIT has provided us with high quality professional development opportunities, and cultivated valuable networking events that create an atmosphere of being part of the larger tourism team in our region. Lucy Thompson, Maiala Park Lodge
70.4% 79.8%
of Tourism Industry see value in MBRIT support and programs
76%
of Tourism Industry & Stakeholders are happy with MBRIT’s communication
76%
of Tourism Industry & Stakeholders are satisfied with MBRIT’s Marketing, Events, and Industry Support * Survey data sourced from independently managed annual survey by Earthcheck
Corporate & Community Marketing MARKETING & DESIGN MBRIT’s Corporate & Community Marketing Team is headed by General Manager for Corporate & Community Marketing,
LUKE STEERS
Delivered the marketing community strategies for and corporate events resulting in record attendance across 2022/23 events
47
Delivered the design assets for MBRIT brands & events
30
in-kind
Provided marketing support for external products including Abbey Medieval Festival, Woodford Folk Festival, Strawberry Festival, Oyster Festival and more MBRIT CORPORATE ASSETS
2,438
followers (35% growth)
1,508
followers (7% growth)
MEDIA & PR MBRIT assisted in attracted free media coverage from July 1 2022 to June 30 2023 Including TV Spots: NINE News 5/9/22 Redcliffe KiteFest NINE News 17/9/22 Redcliffe KiteFest TEN News 17/9/22 Redcliffe KiteFest 7 News 17/7/22 Jetty 2 Jetty Fun Run NINE News 17/7/22 Jetty 2 Jetty Fun Run TEN News 17/7/22 Jetty 2 Jetty Fun Run Sunrise 24/5/22 That’s Deliciously Moreton
Cumulative reach
2.2M
Media value - Advertising Space Rate (ASR)
$83.3M
INTERNSHIPS
13
Interns and work experience students hosted and trained at MBRIT (Events, Marketing, Journalism)
66,000 • Launched new events brand What’s on Moreton Bay in July 2022 • Promoted 1,203 local events in 12 months
website users
132,000 4,000+
page views
subscribers
24,000+
Facebook followers
CORPORATE EVENTS
170
submissions (26% increase from previous year)
• Delivered the 2023 Moreton Bay Business & Innovation Awards program • Corporate Sponsors: City of Moreton Bay, North Harbour, Visit Moreton Bay, Moreton Daily, Solar Bollard Lighting, SRJ Walker Wayland, RDA Moreton Bay, UniSC, Bishopp, EPIC Assist, Think2Be, Dynamic Bradview Roofing, Westpac, Telstra
BUSINESS LUNCHEON with
620
guests at Gala Awards hosted on July 7 2023 (29% increase from previous year)
Delivered on March 10 Eatons Hill Hotel, Eatons Hill
322 Business Lunch with
DYLAN ALCOTT
attendees
Delivered on June 16 Eatons Hill Hotel, Eatons Hill
282
attendees
Innovation, Knowledge & Entrepreneurship THANKS TO CITY OF MORETON BAY
Innovate Moreton Bay is headed by Regional Innovation Coordinator,
Steve Butler
KEY EVENTS DELIVERED •C ity of Moreton Bay 2023 Supplier Briefing • Creative Industries Demo Day • 1 2 x Innovate Moreton Bay Monthly Socia Catch-Ups •C oding & Robotics Workshops for Teachers • Techstars Start-up Weekends 2023
28
events delivered
945
event attendees
82
networking events attendees
• Innovations Day 2022 • IMB Speaker Events o The Future of Gaming o What the HACK is GovHack • IMB Workshops o Start-ups are Hard o Investment Readiness •#TeamMoretonBay Delegations o Forward Fest
267
connections and referrals actioned
BUSINESS CASE STUDIES Innovate Moreton Bay produced the following business case studies. Concrete Data Sensors TeleIn Metromatics Spatial Innovation Tech For Good
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