Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, Robin Mack, talks to BEAM about the campaigns that are fast-tracking business events recovery.
The second phase of There’s Nothing Like Australia campaign, which includes film assets that help bring to life the unique landscape, lifestyle and nature that Australia offers business events, forms part of a broader recovery strategy to drive demand for Australia as a business events destination amongst incentive travel organisers and associations in key global markets.
Before Covid-19, business events were one of the highest yielding sectors of Australia’s visitor economy, attracting 1.04 million delegates who contributed AUD4.5 billion (USD3.04 billion) in direct expenditure for the year ending December 2019.
Despite going through a tough couple of years, the team at Business Events Australia doubled down on its marketing efforts to maximise engagement and stay connected to its audience. It also kept Australia at the top of its customers’ minds and communicated safety, infrastructure and a variety of the country’s offerings.
The new business events campaign invites the world to experience the impact that Australia can have on your thinking by promoting Australia as a destination that is home to friendly people with fresh perspectives, coupled with an iconic and diverse quality of the offering.
The creative strategy targets the international markets and is part of a highly targeted marketing campaign across trade and social media targeting customers in the United Kingdom, Europe, North America, South-South East Asia and New Zealand.
“The film assets bring to life and build upon the new creative strategy for Business Events Australia, which promotes Australia as a destination that is home to friendly people with fresh perspectives, coupled with our diverse and iconic landscapes and world-class venues,” said Mack.
“We have used a light-hearted approach to achieve cut-through, with the tone of voice being a reflection of the charismatic and endearing personality of Australian people.
“We are committed to supporting the industry in rebuilding the pipeline business for Australia and as a result, are ramping up our business events marketing and distribution activity to ensure the world knows Australia is open for business,” added Mack.
View the campaign assets here.