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Mice Net : June 2009
business events australia australia unveils It includes a major new print advertising campaign targeting the corporate meeting and incentive market, which highlights Australia’s value as a destination to encourage creative thinking and in which clients can get a very good return on investment. Under the catch cry “Take your thinking to a whole new place”, the campaign urges buyers to see beyond Australia’s famous natural beauty and world-class meeting facilities to its 40,000-year history of cultural freedom and innovation. “Competition between destinations for the business events and incentive dollar is fierce and Australia is on the front foot with our proactive approach to marketing Australia’s distinctive qualities,” says Tourism Australia’s Head of Business Events Australia, Joyce DiMascio. “Around the world, corporate travel has declined, but Australia offers a wealth of incredible locations, venues and facilities for business events. With the depreciation of the Aussie dollar, Australia presents great value for money to international clients.” Australian business tourism arrivals have taken a hit in the past year through the combined impact of the global financial crisis, concern about swine flu and US moves to keep its business meetings onshore. T 40 mice.net he integrated trade marketing program will promote Australia as an aspirational destination, which offers value for money in a tight financial climate. innovative new trade marketing program Tourism AusTrAliA hAs lAunched an integrated trade marketing program for the next financial year to tackle head-on the effects of a global softening in corporate business event travel. Overseas arrivals and departures data collected by the Australian Bureau of Statistics found that while some markets were still performing strongly, overall convention or conference arrivals dropped in the 12 months to March 2009, with a decrease of 4%. Overall business arrivals fell 3%. But with a recent investment of $4.8 billion in infrastructure – including new hotels and convention centres – Australia is determined to spread the word about world-class facilities and great value for money. Business Events Australia has a jam-packed program to keep Australia very visible in the coming year. In addition to the new print advertising, there is an expanded media buy, a four-tiered public relations campaign to generate content about Australia’s offering, an improved Business Events Australia website, a year-round buyer and agent familiarisation program, participation at international trade events, the 12th annual Team Australia Business Events Educational (TABEE) in Asia and a trade incentive showcase, Dreamtime. The print advertising campaign, to run in key trade publications in Australia, New Zealand, Asia, Europe and the UK, takes an original and creative approach to cut through the clutter in a competitive environment. It highlights the innovation for which Australia is well known. “Business Events Australia has limited marketing dollars and there is a need to make these dollars go further,” Ms DiMascio says. “Our brief to agency DDB Worldwide was to deliver a concept