Australian export case study
 Sydney-based Maxxam International is just one of over 40 Australian companies – many with skills and services honed during the 2000 Olympics – providing vital input for the 2008 Olympic Games in Beijing.
A specialist in creating and producing international events, Maxxam International has won the contract to produce the 2008 Olympic Torch Relay and is working closely with the Beijing Organizing Committee for the Games of the XXIX Olympiad (BOCOG).
The Torch Relay is an integral and important part of the Olympic experience.
It is also an extremely complex event which takes years of preparation.
Maxxam International Managing Director Di Henry said she has had a team on the ground in Beijing since mid-2006 working on logistics.
“Our work covers complete project management from approval, planning, implementation and evaluation to risk management and post-event assessment,” she said.
 In 2008, the Torch Relay will pass through 21 cities in 20 countries on six continents, and 113 cities throughout China, before the final run to Beijing for the opening of the Games in August.
Over 21,880 torch bearers will carry the Olympic Flame on this journey.
One of the highlights of this Torch Relay will be the attempt to bring one of the lanterns of the Olympic Flame to the highest peak in the world, Mt Everest – known in China as Mt Qomolangma.
Maxxam International is highly qualified to manage this event.
Over the past 13 years, the company has managed a large number of Torch Relays and other major sporting events for many other Olympic and sporting events, including the:
- 2000 Sydney Olympics
- 2002 Manchester Commonwealth Games
- 2003 Rugby World Cup
- 2006 Torino Winter Olympics
- 2006 Doha Asian Games.
Di Henry said that Austrade was extremely helpful to the company in working in so many international arenas.
“It is very hard to win business in China. Despite all our experience, we needed a two year campaign to get the Beijing 2008 Olympics Torch Relay job," she said.
“The Beijing Austrade office was of great assistance to us here. They helped us with contacts, meetings, translations and information, and were generally terrific in lending support.”
Company Information
Di Henry, Managing Director
Maxxam International
2/5 Winter Avenue
Neutral Bay NSW 2089
Tel: +61 419 732 016
+86 1391 686 404
Fax: +86 10 669 1840
Email: di@maxxamevents.com
Website: www.maxxamevents.com
November 2007
www.austrade.gov.au/mediacentre
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