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New campaign to position Australia as a global leader in business events

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 your thinking.”

“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.


Photo: Adeleide Convention Centre.