Revisiting the millennium: The marketing of Sunrise 2000

Abstract

The environment that existed during the late 1990s is recalled to illustrate the type of opportunities that were believed to be available for tourism during this time. However, this was also a period characterised by uncertainty that made event planning problematic. A case study is employed to describe the organisation of a special event to mark the new millennium at Australia’s most easterly point. The event sought to achieve a number of objectives and marketing responses in the areas of pricing and promotion are described. The tasks were made more difficult due to the nature of the site and the timing of the event. Despite the uniqueness of the case, many of the lessons can be applied to the management of other events.