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Mice Net : June 2009
business events australia that was a powerful statement about Australia’s business events proposition for the corporate meeting and incentive market. Australia is an innovative country that offers a fresh perspective for business visitors. It is a place that engages, challenges, provokes and transforms – the new print advertising campaign communicates this message in an original and creative way.” International trade shows are another plank in the program and Business Events Australia will have a strong presence at International Meetings Industry Exhibition (IMEX) in Frankfurt, the Pacific Area Incentives & Conferences Expo (PAICE) in Auckland in September 2009, European Incentive and Business Travel Meetings Exhibition (EIBTM) in Barcelona in December, and the Asia-Pacific Incentives & Meetings Expo (AIME) next March. In October, Australia will bring 100 international buyers to Sydney for Dreamtime, its premier incentive-travel trade event. The annual event will showcase five educational incentive destinations including Melbourne, Sydney, Adelaide, Northern Territory and Sunshine Coast/Brisbane. It is expected to attract business decision makers from the key markets of North and South Asia, Japan, New Zealand, UK, Europe and USA. “Dreamtime provides a tremendous opportunity to showcase the many business events experiences available in the harbour city and around Australia highlighting Australia’s credentials for staging sustainable events and meetings,” Ms DiMascio says. Promoting Australia’s sustainable tourism credentials remains high on the agenda and the communications program will continue to promote the results of Tourism Australia’s National Corporate Social Responsibility (CSR) Audit. The groundbreaking audit collected information about levels of accreditation, the breadth of green products, community initiatives, examples of programs and projects, and steps being taken to develop CSR objectives across 278 organisations in the business events sector. It found that the sector is committed to corporate social responsibility and is leading the world in its efforts to achieve it. All sectors of the industry were committed to environmental sustainability and most had achieved, or were working to achieve, green accreditation. With the audit complete and the results in, the second phase of the program is underway, with buyers being made aware of Australia’s extensive green credentials. As part of its ongoing industry education, Business Events Australia has compiled case studies, a list of accredited product and is offering green familiarisation trips. “We have a very comprehensive product range and we have infrastructure that has either been purpose-built or modified to meet the highest standards of best practice. It is very important in our marketing that buyers are made aware of what we offer and that they are given a choice. “The new marketing program signals a fresh approach to promoting Australia in a time of financial uncertainty. It is also part of Tourism Australia’s long term commitment to building the country’s share of the global business events market and to continuing to position meetings and conferences as a valuable platform for doing business.” ABOVE LEFT: Business Events Australia launches new 09/10 program to business events industry at DDB Sydney. ABOVE RIGHT: From left: Lara Wolski, Business Events Marketing Manager, Tourism Australia; Mike Cannon, Executive Director, Association of Australian Convention Bureaux; Joyce Di Mascio, Head of Business Events Australia, Tourism Australia and Hayley Blumenthal, Director – Marketing and Communications, Melbourne Convention and Visitors Bureau. mice.net 41