Australia woos buyers with gifts

Tourism Australia has unveiled details of its biggest-ever marketing campaign to the global C&I market. The drive will see corporates and agencies in the UK, Ireland, US and Asia targeted with personalised gifts through a direct mail campaign. “Re-Energise in Australia” will see corporate decision makers in the cosmetic, automotive, pharmaceutical, financial and IT sectors receive an indigenous painting, while corporate event planners and agencies will receive a didgeridoo containing an iPod. The device features a podcast, promoting Australia as a business event destination, which will be automatically updated at regular campaign intervals. This will be followed by a dedicated business events kit, comprising three Tourism Australia commissioned books, which will provide access to updated information about C&I opportunities available in Australia. All campaign materials direct recipients to events.australia.com. Companies will have their own personalised page on the site and access to a virtual guide presenting case studies on similar organisations that have chosen Australia as their business events destination. “The campaign is about extending a unique and personalised invitation to consider Australia as a business events destination and the campaign messages and materials demonstrate that we have the perfect mix of business infrastructure and incentive experiences to help companies and their staff re-energise in Australia,” said, Tourism Australia (UK and Europe) manager for business events Lene Corgan. “Through the campaign Tourism Australia will establish regular, cost-effective and targeted opportunities to communicate these strengths to known business event decision makers and intermediaries.” The campaign is set to launch next month.

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