New campaigns fast-track recovery of business events

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Tourism Australia’s specialist business unit, Business Events Australia, has given details at AIME of two marketing campaigns for launch this month, to help the business events industry in its recovery from the global Covid-19 pandemic.

The campaigns, targeting incentive and association customers, will be launched across business events trade media in the United Kingdom, Europe, North America, South South-East Asia, New Zealand and China.

A new brand campaign will be launched internationally to remind the world why there’s nothing like Australia for business events, and the next iteration of the Event Here This Year campaign will be launched domestically.

Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, Robin Mack said the business events sector contributed $36 billion to the Australian economy before Covid-19 and these campaigns are one way to get back to those levels as quickly as possible.

“The campaigns, delivered by Business Events Australia, are part of a broader recovery strategy that will holistically support Australia’s business events industry,” Mack said.

The new international brand campaign will drive demand for Australia as a business events destination in key markets and build on the momentum of the recent reopening of Australia’s international border.”

“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,” Mack said.

“The international campaign highlights that Australia is home to friendly people with fresh perspectives, that have shaped by our unique landscapes and way of life,” Ms Mack said.

The international campaign aims to show how Australia “has everything you would expect from a business event destination, plus so much more”.

“The latest Event Here This Year campaign, which will run domestically, highlights how face-to-face connection is critical for business success in today’s hybrid working environment.”

The international campaign will have high impact placements across business events trade media. It will have a consistent presence on an ongoing basis as the industry progresses through crisis recovery.

The next iteration of Event Here This Year will run across a range of media including business press, out of home, social media, digital display and search; and will be supported by a content and public relations program.

Edited by Peter Needham

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