Tourism Australia in global C&I drive

Tourism Australia is zeroing in on the C&I sector as it lines up its biggest-ever B2B marketing campaign next year. A war chest of around £700,000 has been secured for the push for what will be the first time that Tourism Australia has created a global campaign focusing purely on the MICE market. The push will target corporate event planners, agencies and DMCs and is scheduled to kick off in February-March next year. Initially, it will run for 12 months, but it is expected to continue for two further years. Budget for years two and three will be set once the 2007/8 leg has been evaluated. The aim of the drive is to ramp up conversion rates, according Tourism Australia’s director of marketing Ian Macfarlane. Speaking to C&IT at last week’s Dreamtime exhibition, held at Australia’s Gold Coast Exhibition Centre he said: “Currently, the conversion to proposal rate stands at around 28%, but it could be much higher. We’ve got to be looking to get that up to 40%.” The main thrust of the marketing will be a direct marketing drive, backed by online and PR work, as well as a programme of fam trips. Although the creative content is still being finalised, Macfarlane said it would be designed to target different company demographics as opposed to industry sectors. “We want to get away from looking just at regions or types of industry,” he said. “This will be about individual companies and their people and how Australia can reinvigorate their businesses.”

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