Exporters get better access to CeBIT

Australian hi-tech exporters will have greater access to the world's biggest international ICT exhibition, CeBIT Hannover, following a partnership agreement signed between Austrade and Hannover Fairs Australia, the subsidiary of Deutsche Messe AG. The agreement will see the two organisations join forces to promote and manage Australian participation at the event, held annually in Hannover, Germany.

The partnership will better position the Australian ICT industry to win business in international markets by increasing the number of Australian companies exhibiting in CeBIT Hannover. This has been done by securing 700m² of exhibition space for Australian National Stands at the next five CeBIT Hannover events (2002-2006), more than double the area allocated in previous years.

The three-year agreement defines the roles to be played by Austrade and Hannover Fairs, and covers all aspects of organising the Australian National Stands. Hannover Fairs will handle the sales, logistics and construction of the stands, while Austrade will promote the event to Australian companies, as well as providing market and export advice to exhibitors, and helping with inquiries from customers and on-site visitors. Australian exhibitors will particularly benefit from the direct logistical support of Deutsche Messe AG, which also manages CeBIT Hannover's largest national pavilions, the American and Taiwanese National Stands.

Austrade Frankfurt-based Senior Trade Commissioner, Peter Frank, emphasised that this agreement will allow Austrade to focus on providing tailored marketing assistance to the exhibitors, helping them to maximise the outcomes of their participation. "Hannover Fairs' experience as trade-show organisers ideally complements Austrade's in-market knowledge and industry expertise, drawing on skilled marketing staff from across Austrade's European network who will be on site to provide briefings on opportunities in their respective markets, assist exhibitors during the show and also to support vital ongoing marketing support once it is over," Frank said.

Hannover Fairs Australia Managing Director, Jackie Taranto, said the company is looking forward to working with Austrade to strengthen the presence of Australian ICT companies at CeBIT Hannover, and to promote Australian technology to the international ICT community. "As the world's leading technology exhibition, CeBIT Hannover provides an excellent opportunity for Australian businesses to showcase their products and services to the world, and for Australia to raise its profile as a producer and exporter of ICT technologies," Taranto said. Hannover Fairs Australia will also be staging the first ever CeBIT Australia exhibition in Sydney next May.