MICE Affairs Media Group, News Bureau, 23 March 2022
Tourism Australia’s specialist business unit, Business Events Australia,
has launched a new brand campaign to remind the world why there’s nothing like
Australia for business events.
The campaign targets incentive and association customers and will be
launched across business events trade media in the United Kingdom, Europe,
North America, South South-East Asia, New Zealand and China.
Tourism Australia’s Executive General Manager of Commercial &
Business Events Australia, Robin Mack said the launch of the new Business Events
Australia campaign marks the first phase of a broader strategy to position
Australia as a global leader in business events.
“We know from our research that Australia is seen as highly desirable
destination for business events, and with Australia’s borders open to fully
vaccinated travellers, now is the perfect time to remind planners and decision
makers that Australia is the perfect destination for your next business event,”
Mr Mack said.
“We’re highlighting that Australia is home to friendly people with fresh
perspectives, that have shaped by our unique landscapes and way of life. By
tailoring the messaging for incentive and association sectors, we’re inviting the
world to experience the impact that our vast, beautiful country can have on
“The new campaign is part of a series of projects that are focused on optimally
positioning Australia for reopening. It features a new creative strategy that
shows how Australia has everything you would expect from a business event
destination, plus so much more.”
“We’ve continued to be active in marketing Australia to business events
customers over the last two years, and now borders are open we are ramping up
our activity and are committed to supporting industry in rebuilding the pipeline business
for Australia,” Mr Mack said.
From March 2022 the campaign will be launched across high impact
placements across business events trade media, and will be supported by
content, social and public relations activity. View the campaign assets here.