Tourism Australia gets ball spinning for brand campaign launch

Tourism Australia’s business unit, Business Events Australia, has launched a brand campaign to attract international events after Australia’s international borders reopened for fully vaccinated travellers, 21 February 2022. The campaign targets incentive and association customers and will be launched across business events trade media in the UK, Europe, North America, South-East Asia, New Zealand and China. From March 2022 the campaign will be supported by content, social and public relations activity. Robin Mack, executive general manager of Commercial and Business Events Australia, said: “We know from our research that Australia is seen as highly desirable destination for business events, and with Australia’s borders open to fully vaccinated travellers, now is the perfect time to remind planners and decision makers that Australia is the perfect destination for your next business event.” Mack stated that this campaign is part of a broader strategy to position Australia as a global leader in business events. “The new campaign is part of a series of projects that are focused on optimally positioning Australia for reopening. It features a new creative strategy that shows how Australia has everything you would expect from a business event destination, plus so much more,” Mack added.