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New campaign to build business tourism to Australia

Australia`s business tourism sector is set to benefit from a new global advertising campaign launched…

Australia<.>`s business tourism sector is set to benefit from a new global advertising campaign launched, Australian Tourist Commission (ATC<.>) Managing Director Ken Boundy said.

The new $1 million campaign will promote Australia around the world as an ideal destination for business tourism events – from conventions to meetings to incentive trips, Mr Boundy said.

We want companies and organisations around the world to consider Australia, not just as a dream holiday destination, but as the location for their next business event.

This is the first global `brand` campaign undertaken by the ATC for the business tourism sector and is based on a new strategy to build Australia`s share of global tourism business.

The new campaign, officially launched by Minister for Small Business and Tourism, the Hon Joe Hockey in Sydney, was funded by additional resources allocated by the Federal Government.

Mr Boundy said the campaign targets key decision makers in business and government organisations and features endorsements from companies who have previously held a business event in Australia.

Importantly a range of locations around Australia are feature in the newspaper campaign from the Sydney Opera House to the City of Melbourne to Uluru and all states featured in the television campaign, he said.

Mr Boundy said the business tourism sector was a high yield market, with international business visitors injecting around $2.2 billion to the Australian economy each year.

Australia is well placed to increase its share of the global tourism market, he said. In fact, the country`s share of international meetings expected to increase from 3.8 per cent in 1999 to 6.4 per cent in 2002.

Research also indicates that international visitors are likely to return to Australia as leisure tourists – further creating economic benefits for the country.

Australia`s hosting of the Sydney Olympic Games helped to boost the profile of our country as a business tourism destination. We need to continue to actively promote our credentials as a world class business tourism destination.

Key facts on the campaign include:

  • $1 million campaign to include television and newspaper ads
  • TV advertisement to include vox pops from Asian business leaders to be screened on CNBC
  • Newspaper ads to feature in Financial Times, Business Week and The Economist
  • Campaign to focus on Asia, UK, Europe and the US
  • Companies to feature in newspaper ads include: Zurich, Honda, Schenker and Nan Shan Life Insurance.

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