At By George Consulting’s Event Management and Public Relations, we are proud of our commitment to our clients and the resulting success stories. Each example we’ve selected demonstrates our commitment to delivering results and rising to every challenge, no matter how daunting it may be.

The Dubai Sugar Conference 2017

In February 2017, By George Consulting organised and managed the premier global conference for the sugar trade, the Dubai Sugar Conference. The event brought together 756 sugar industry participants from 63 countries to take part in three days of discussion, networking and collaboration led by Jamal Al Ghurair and Jonathan Drake. The By George Consulting event team introduced a new Conference App to facilitate better interaction and networking, and organised significant sponsorship, registration, marketing, a Welcome Reception, Gala Dinner, entertainment and tours.

Public Relations, Media and Events Consultant

Public Relations, Media and Events Consultant to MSF Sugar, a leading agribusiness company based in Queensland. MSF Sugar, an integrated grower, processor, marketer and exporter of raw sugar, is Australia’s largest sugarcane farmer, second largest raw sugar exporter and the third largest miller. Managed projects including the first shipment of high grade raw sugar to Japan under JAEPA, South Johnstone Mill Centenary Celebrations, field days and government liaison as well writing media releases for the company.

The Dubai Sugar Conference 2016

By George Consulting organised the highly successful Dubai Sugar Conference 2016. Hosted by global sugar industry identities, Jamal Al Ghurair and Jonathan Drake, this event brought together 563 key players from 44 countries to interact, listen, learn, contribute and network. The By George Consulting event team creatively planned and organised all aspects of this international conference including sponsorship, marketing, registration and overall management to ensure the event facilitates a genuine exchange of views buoyed by the latest technology. An outstanding outcome.

Infrastructure Sustainability Council of Australia (ISCA)

Organising the inaugural Infrastructure Sustainability Council of Australia (ISCA) black tie Gala Dinner and Awards Night, and the ISCA Conference in Sydney the following day, brought together nearly 300 industry leaders from the public and private sectors to celebrate the success and achievements in infrastructure sustainability. The events showcased certified infrastructure projects and Sustainability in Infrastructure awards winners. ISCA is the peak industry body for advancing sustainability in Australia’s infrastructure.

Western Corridor Recycled Water Project

The Western Corridor Recycled Water Project was part of a $9 billion Queensland Government initiative to deliver purified recycled water during a severe drought. Sensitive management of events, risk management and media was essential.

By George Consulting was chosen for its experience in dealing with events and public awareness issues, managing three large public awareness events and a national media campaign. The first of these events won an International Association of Business Communicators Gold Quill Award.


Primerino - the softest wool in the world

Jann George and her team won the International Association of Business Communicators Gold Quill Award, selected from 1000 entries worldwide, for the Primerino project conceived and achieved in a very short timeframe. An innovative and creative international marketing campaign sold a bale of high-quality superfine wool for AUD $675.000 – an Australian record and the world’s highest price for wool in 17 years. Wool buyers from Italy, China, UK and Australia bid for the bale.

International Sugar Industry Commodities Conferences

For 10 years, By George Consulting managed high level international sugar industry conferences in Dubai, India, Singapore, Bangkok and Australia, attracting up to 670 delegates from 44 countries to Dubai and 250 from 23 countries elsewhere. These events attracted world sugar industry specialists – growers, millers, refiners, shipping companies, analysts, traders, end consumers like Coca-Cola, Pepsi, Nestle, Mars and Kellogg, lawyers and software companies. By George Consulting was responsible for every aspect of these events including sponsorship, registration, marketing, social activities, audio visuals, entertainment and on-site management

Renewable Fuels Marketing Campaign - Ethanol

As part of its commitment to establishing a renewable fuels industry and to encourage the use of E10 (part-ethanol) fuel, the Queensland State Government launched a $2.28 million marketing campaign as part of their State rollout of E10 fuel. Jann and team undertook a pilot program and state-wide rollout encompassing branding, advertising, media relations, stakeholder engagement and liaison with advocates such as the late Sir Jack Brabham.

National Conference on Infrastructure Sustainability

When the Australian Green Infrastructure Council (AGIC) launched its Infrastructure Sustainability Rating scheme to foster synergies between infrastructure and urban development and to benchmark and measure performance on projects, By George Consulting was selected to advise and develop the concept, organise and manage the conference so that it ran seamlessly and provide evaluation. The event included a high level corporate dinner and separate reception in Melbourne.

Avocados Australia

Following the release of the Project Pulse Bread and Butter Research and Planning report which revealed key trends in avocado purchasing, Jann George devised a campaign for Avocados Australia. Liaising with De Pasquale Advertising to build on an advertising campaign to drive messages about the versatility of avocados, Jann developed and managed a marketing strategy and created and implemented a public relations and national media campaign. By George Consulting engaged avocado advocates and used opinion makers to expand marketing concepts.

PANBIO Limited

When Brisbane-based medical diagnostics specialists PANBIO Limited became the first company in the world to receive US Food and Drug Administration clearance for a West Nile Virus diagnostic test, Jann and her team were engaged to help PANBIO take advantage of their “first-to-market” position. We designed, implemented and managed an extensive pan-Pacific communication strategy assisting PANBIO achieve share price enhancement and encourage investor interest from the USA.




InterGen (Australia)

When global power generation company, InterGen, opened its $922 million Millmerran Power Plant and supporting infrastructure, the brief was for an event bringing together InterGen and key stakeholders including the Queensland Government, suppliers and local communities. Diverse organisational skills involved liaison with the traditional owners, equipping on-site marquees, organising a banquet lunch, setting up displays, ensuring a large media presence, arranging safe helicopter landing sites and even daytime celebration fireworks.

Other Success Stories

The case studies we’ve described represent only a handful of the successful projects By George Consulting has been involved with over the years.

If you would like to learn more about how we can help run your event or marketing campaign so that you enjoy success like our other clients, then the next step is simple: contact By George Consulting today.