Overview
In collaboration with the Wisconsin Economic Development Corporation (WEDC), Foley delivered two high-impact trade missions to Australia, designed to connect Wisconsin exporters with qualified Australian buyers, distributors, and strategic partners.
The missions—each requiring four months of detailed planning—featured comprehensive business matching programs, multi-city travel logistics, and curated government and industry engagements. The results: over 90 individual B2B meetings, strong early-stage sales results, and long-term commercial partnerships across multiple sectors.
The Objective
The primary aim of the Wisconsin Trade Missions was to provide participating companies with direct access to new export opportunities in the Australian market. Whether first-time exporters or firms returning to follow up on previous leads, the goal remained the same: build sustainable, high-value commercial relationships in one of the Indo-Pacific’s most stable and growing economies.
Our Role
Foley was tasked with managing all elements of the missions, including:
Customised B2B meeting programs for each delegate
Organisation of over 90 one-on-one meetings across two missions
Event planning and execution of welcome receptions and group dinners
Coordination of G2G meetings and briefings with Australian industry associations
Full logistical support, including hotel bookings, ground transport, domestic flights, and venue coordination
Cities officially included in the missions were Sydney and Melbourne, with additional delegate travel to Brisbane, Newcastle, Moruya, Adelaide, and Burnie, to pursue specific sector opportunities.
Outcomes and Highlights
Across the two trade missions, Foley facilitated connections between the Wisconsin delegations and over 200 Australian businesses and government entities. The missions yielded strong commercial outcomes, including:
Reported initial export sales of ~US$1 million within two months of the first mission’s conclusion
High-impact meetings during the first mission alone
100% of participants anticipated future export sales
An average satisfaction rating of 4.8/5 for meeting quality and overall programming
Companies were able to engage with senior decision-makers across key sectors, including advanced manufacturing, food and beverage, water technology, and industrial systems.
Conclusion
The Wisconsin trade missions are a standout example of how Foley combines strategic planning, local expertise, and flawless execution to help U.S. companies enter and succeed in complex international markets. With comprehensive support before, during, and after the missions, Wisconsin companies were able to move quickly from market discovery to commercial engagement.
Looking to lead a successful trade mission to Australia or New Zealand? Contact us to explore how we can support your state’s global ambitions.
