New Business Events Campaign for Tourism Australia
Tourism Australia’s new international business events brand campaign, There’s Nothing Like Australia, and the latest iteration of the domestic business events marketing campaign, Event Here This Year has been unveiled.
The new Business Events Australia campaigns form part of a broader strategy to support you Australia’s business events industry in its recovery through the delivery of tailored business events marketing campaigns across both domestic and international markets – bolstering domestic business, while also maximising engagement with international customers.
International Business Events Campaign
A new international creative strategy and brand campaign for Business Events Australia will drive demand in key global markets and prove There’s Nothing like Australia for Business Events. The campaign will build on the momentum of the recent reopening of Australia’s international border and marks the first phase of a broader marketing strategy that will position Australia for long term growth as a global leader in business events.
The new business events campaign invites the world to experience the impact that Australia can have on their thinking, by promoting Australia as a destination that is home to friendly people with fresh perspectives, coupled with an iconic and diverse quality of offering.
The campaign will be launched in the United Kingdom, Europe, North America, South-South East Asia, New Zealand and China, with high impact placements across business events trade media; and will be supported by content, social and public relations activity.
An industry fact sheet is available at the Business Events Australia website.
Domestic Campaign, Event Here This Year
This new iteration of the domestic focused Event Here This Year campaign will again target local decision makers and drive demand for face-to-face business events by promoting the value that only in-person connections can generate for business.
The campaign positions in person business events as the critical ingredient to build and foster workplace culture, morale and performance in today’s hybrid working environment, with creative that reinforces the benefits of face-to-face business events to allow businesses to grow and innovate.
The campaign will run through to 30 June 2022, 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.
Industry are encouraged to adopt and distribute the campaign message and assets across their own marketing initiatives, and a campaign toolkit will be available via the Business Events Australia website.
The campaign forms part of the broader domestic business events strategy and is delivered alongside corporate sentiment research and partnership program – the Business Events Boost Program, which provides funding support for industry-led marketing and distribution projects to encourage business event activity in Australia.
Robin Mack
Executive General Manager | Commercial & Business Events Australia | Tourism Australia