Business Events Australia launches second phase of international campaign

Tourism Australia’s specialist business unit, Business Events Australia, is rolling out the second phase of its international brand campaign, including a suite of new brand films, all designed to position Australia as a global leader in business events. Building on the first phase of the There’s Nothing Like Australia campaign, which launched in March 2022, this latest phase forms part of a broader recovery strategy to drive demand for Australia as a business events destination among incentive and association customers in key global markets. Tourism Australia’s executive general manager of commercial and business events Australia, Robin Mack, said the new suite of film assets will be part of a highly targeted marketing campaign across trade and social media targeting customers in the United Kingdom, Europe, North America, South-South East Asia and New Zealand. “With Australia’s reopening to the world, what better way to showcase the country’s business events offering than through these new film assets on the world stage at IMEX Frankfurt. The newest phase of the campaign is a standout for the sector and will undoubtedly position Australia as a global leader in business events,” Mack said. “We’ve used a light hearted approach to achieve cut through, with the tone of voice being a reflection of the charismatic and endearing personality of Australian people,” Mack added. “We are committed to supporting industry in rebuilding the pipeline business for Australia and as a result are ramping up our business events marketing and distribution activity to ensure the world knows Australia is open for business. International trade shows, such as IMEX Frankfurt, will be key to our success, providing the opportunity to reignite relationships and share with buyers the wealth of new accommodation, venues and experiences that has opened these past few years,” he said. “IMEX Frankfurt is the first major business events tradeshow Business Events Australia has attended since the reopening of Australia’s borders in February 2022. To say we are excited is an understatement. We will be joined on the Australia stand by 17 industry partners who have adapted so well to a changing world and can’t wait to showcase why there’s nothing like Australia for business events.” The new brand film assets will be rolled out as part of an integrated campaign across trade and social media from June 2022 and will be supported by content and public relations activity. View the campaign assets here.