Tourism Australia has launched a new brand campaign aimed at corporate meeting and event planners to demonstrate why there’s nothing like Australia for business events.
The campaign, launched to the trade at AIME 2012 in Melbourne today, follows in the footsteps of Tourism Australia’s consumer marketing campaign, There’s Nothing Like Australia and is supported by the launch of a new business events website. www.businessevents.australia.com is a central resource for event planners looking to choose Australia as a destination for business events.
“Buyers and planners keep telling us Australia’s strengths as a business events destination go beyond our beaches and warm weather. What makes us the best place in the world for business events is our total package: our people, infrastructure, remarkable experiences and our track record of delivering world-class events,” said Tourism Australia Managing Director, Andrew McEvoy.
There’s Nothing Like Australia for business events
Focusing on two worldwide iconic locations, Uluru and Sydney, the campaign illustrates some of Australia’s most outstanding events and team-based activities in settings that are unrivalled by other destinations – from dining under the stars in the spectacular outback, to activities on World Heritage listed sites.
Tourism Australia Managing Director, Andrew McEvoy, said the campaign had been developed based on insights from event planners in key international markets including the USA, China, New Zealand and Singapore.
“We listened to the needs of event planners and designed a campaign and website that delivers what they need,” Mr McEvoy said.
“Buyers and planners keep telling us Australia’s strengths as a business events destination go beyond our beaches and warm weather.
“What makes us the best place in the world for business events is our total package: our people, infrastructure, remarkable experiences and our track record of delivering world-class events.
“We know the best way to tell the world why there’s nothing like Australia is through people who have experienced it firsthand themselves. That’s why our campaign will feature testimonials from event planners across the globe,” Mr McEvoy said.
There are three campaign creatives – two of which feature Sydney and Uluru and are targeted at the corporate events market. The third, using images from Melbourne, is targeted at the associations market.
The campaign artwork will be placed both online and in print publications in key international markets including the UK, Europe, USA, New Zealand, China, Korea, Indonesia, Malaysia and India and in four different languages.
New website a practical tool for event planners
The new site, www.businessevents.australia.com, is a one stop shop for event planners, specifically tailored to meet their information needs. Visitors to the site can browse suggested itineraries, find out more about products and venues throughout the country, download fact sheets and be inspired by case studies of previous business events in Australia.
Research commissioned by Tourism Australia found that event planners favour websites with clear information on destinations, activities and new products, along with direct contact details of product suppliers.
“The new website has been designed specifically with the needs of event planners in mind. It’s a one stop shop that will help them plan an Australian trip for their client,” Mr McEvoy said.
“The site will evolve over time with new information, video content and case studies, which will also be translated in to other languages starting with Chinese and Korean later this year. This is proof of Tourism Australia’s ongoing commitment to business events and emerging Asian markets.”
The new campaign and website are part of a wider strategy to support Australia’s tourism industry. Last November, the Australian government unveiled the Tourism 2020 strategy – a rallying call to Australian industry and governments to grow tourism’s contribution from $70 billion in overnight expenditure to as much as $140 billion by the year 2020.
Tourism Australia has been consulting with the business events industry to establish and identify the potential growth of the sector by 2020. Australia’s business events sector has the potential to double expenditure from business events visitors to as much as $16 billion by 2020.