Australia set to launch post-Olympic initiative

The Australian Tourist Commission (ATC) is exploiting its post-Olympics profile with a direct mail campaign targeting conference and incentive buyers in the UK.

The Australian Tourist Commission (ATC) is exploiting its post-Olympics profile with a direct mail campaign targeting conference and incentive buyers in the UK.

The campaign will push the message that Australia is an achievable seven-day C&I destination and will feature material from the Sydney 2000 Olympic Games. The two-page promotional flyer offers a suggested itinerary for Sydney and Tropical North Queensland, using Qantas flights.

'The Olympic Games showcased the friendly professionalism Australia offers events organisers,' said ATC manager of meetings, conventions and incentives Sheila Ainscough. 'Our campaign to capitalise on the international exposure that Australia received as a result of the games, and will illustrate how achievable a seven-day incentive programme is from the UK.'

Sydney Convention & Visitors Bureau (SCVB) is expecting one of its busiest periods for meetings between 2001 and 2003 with 79 events already booked, and is targeting the UK, Paris and Milan with a promotional roadshow. SCVB director of sales Helen Noble said: 'The UK is now, more than ever, aware of the opportunities available, and the roadshow aims to build on this awareness by delivering Sydney's facilities to their doorstep.'



- Catalyst Events has opened an office on the Gold Coast, located near Brisbane. Catalyst Asia Pacific will be headed up by Talan Miller and Sam Long.



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