The second phase of its international brand campaign forms part of a broader recovery strategy to drive demand for Australia as a business events destination.
Tourism Australia’s specialist business unit, Business Events Australia, has rolled out the second phase of its international brand campaign, including a suite of new brand films, 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, the latest phase is 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 the IMEX Frankfurt trade show. The newest phase of the campaign is a standout for the sector and will undoubtedly position Australia as a global leader in business events,” said Tourism Australia’s Executive General Manager of Commercial & Business Events Australia, Robin Mack.
“The film assets bring to life and build upon the new creative strategy for Business Events Australia, which promotes Australia as a destination that is home to friendly people with fresh perspectives, coupled with our diverse and iconic landscapes and world-class venues.
“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 said.
The new brand film assets will be rolled out as part of an integrated campaign across trade and social media and will be supported by content and public relations activity. View the campaign assets here.