ATC eyes key markets with second-tier push

The Australian Tourist Commission (ATC) has launched the second phase of its marketing campaign to boost business with a A$1m (£350,000) push in key international markets. The campaign includes fam trips for corporate buyers from Europe, North America and Asia. The activity follows the ATC’s recent brand awareness campaign (CIT, September 2002). Speaking at Dreamtime, which took place at the Alice Springs Convention Centre in September, ATC managing director Ken Boundy said the UK is one of the best prospects for C&I business. “We now want to move on and convert awareness into business,” he said. Up to 25 key decision makers across the three regions will be invited to take part in the fam trips. “We will target specific sectors, including IT, pharmaceutical, insurance and automotive, as they offer the greatest potential for Australia,” added Boundy. Stephen O’Neill, ATC executive general manager marketing development, admitted that, in the past, the tourist board had been criticised for not focusing enough on business tourism. “However, this has been changing over the last year and we are identifying where we can add the most value with our campaigns,” he said. “We are now concentrating more fully on the C&I market.” Team Australia, the partnership between the ATC and the 13 convention bureaus, is also expected to be integrated into the campaigns. This year’s Dreamtime attracted 122 buyers from 22 countries, including 20 corporate clients. A decision on the future of Dreamtime will be made within the next month.

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