Australia reaches for hearts and minds of C&I organisers

The Australian Tourist Commission (ATC) says it has unveiled a "unique marketing approach" as part of a £150m global campaign to attract higher visitor numbers. Having spent years successfully persuading C&I groups to overcome the perceived obstacles of time and distance, the ATC has switched its emphasis to refreshing Australia’s image among both business and leisure travellers. The new Brand Australia, which will operate under the catchline ‘Australia – a different light’, will move away from traditional "picture postcard marketing" and highlight the country’s broader appeal to event organisers. "We’re hoping to reach our MICE visitors emotionally," explains ATC marketing director Europe Emma Bradley. "No matter what job people do, they can be affected through heart and mind. Australia is like nowhere on earth – it makes you feel different. That’s what we’re getting across." The UK is traditionally the country’s second-highest source market after New Zealand, and will be the first to see the new campaign. More than £2m of promotional spend includes a four-week run of 60- and 30-second television commercials. The new approach will also be taken by the soon-to-be formed Tourism Events Australia and Tourism Research Australia, a bilateral marketing approach to spot- light the country as a high-yield events destination. Business visitors from Europe are up by 2.4% so far for 2004. The Perth Convention Bureau has launched a ‘business class’ brand to promote its C&I product.

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