Australian export case study
 The race might stop the nation but it didn't hold-up Austrade's Business Club Australia (BCA) program, which enabled the first business discussions between Melbourne locals Modern Media Concepts and their soon-to-be export partner.
BCA leverages the connection between sport and business by offering a free membership-based business matching program against the backdrop of major international sporting events.
In a first for the BCA program, it embarked on a new journey with Victoria Racing Club in bringing together the worlds of racing and business at the 2006 Melbourne Cup Carnival red carpet event.
Modern Media Concepts developed – and now licences worldwide – the Magazine on a Bottle concept, winner of several prestigious global industry awards for innovation and excellence in 2006.
CEO Alex McKinnon said the agreement with New Zealand's Red Eagle Corporation CEO Tony Falkenstein was brokered the day after their BCA encounter.
“Austrade has been supportive of us and the BCA Melbourne Cup Day networking event provided the perfect start to our business discussions,” Mr McKinnon said.
“We believe Tony is the best possible partner to take our concept into New Zealand, using the On Products Publishing licensing 'label'.
“The potential of this revolutionary media avenue is only limited by the imagination.”
Speaking as managing director of On Product publishing’s New Zealand arm, Mr Falkenstein said he planned to market the concept to publishers, retailers and private clients across the country.
“By combining publishing with consumer goods in such a novel way, On Product Publishing opens up new marketing and revenue channels and we have a host of clients who will be eager to exploit these,” Mr Falkenstein said.
“We expect custom-branded bottled water to take off in the next few months and this new labelling innovation will ensure that we are ahead of the field.”
BCA manager Ashley White said Australian Government Trade Minister Warren Truss attended the BCA Melbourne Cup Carnival networking function, along with overseas representatives from New Zealand, Germany, Hong Kong, Singapore, China and the United Kingdom, as well as 14 Australian businesses representing eight industries:
- medical products
- business removalist services
- automotive
- banking
- publishing
- multi-media
- fashion
- industrial water treatment.
Club backs Cup Carnival again, fresh back from offshore first in France
“Planning is well underway for a similar exercise in 2007,” Mr White said.
“BCA's program for this year's Spring Racing Carnival will focus on Italy, Russia, Japan, UAE, US, UK, South Africa, New Zealand, China and Singapore.”
He said the industry focus will include – appropriately – equine and fashion industries as well as women in export, with contributions from Austrade offices in Dubai, Milan, Johannesburg, London, San Francisco, Shanghai, Singapore, Auckland – and now Sapporo, where the owner of the winning horses for the 2006 Melbourne Cup (Mr Yoshida) resides.
“But before the Cup Carnival – and in another first for the program – BCA will run its first Club program based around an overseas sporting event: Rugby World Cup 2007, France in September-October.
“The BCA program for Rugby World Cup 2003 here in Australia facilitated 296 export deals worth $495 million, while last year’s Commonwealth Games program in Melbourne has already facilitated 25 deals."
Business Club Australia information
• Visit www.businessclubaustralia.com.au.
• Email info@businessclubaustralia.com.au.
• Call Austrade Direct on 13 28 78 (within Australia only, local call cost).
Company information
Alex McKinnon
CEO
Modern Media Concepts
Level 2, 1 Collins Street
Melbourne VICTORIA 3000
Tel: +61 3 9662 1111
Email: alex@mediaconcepts.com.au
Website: www.mediaconcepts.com.au
February 2007
www.austrade.gov.au/mediacentre
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