Destination Guide: Australia

Perth Convention Bureau launches new business events branding for Western Australia

PCB unveils plans to roll out marketing campaign targeting UK and European C&I markets

Perth Convention Bureau launches new business events branding for Western Australia
Perth Convention Bureau launches new business events branding for Western Australia

The Perth Convention Bureau (PCB) launched its new business events branding for Western Australia and unveiled plans to roll out a substantial marketing campaign targeted at the UK and European C&I markets at Imex today.
 
The new strapline for Perth and Western Australia is "The space to connect', which aims to position the destination as aspirational and uniue, offering visitors the opportunity to 'gain a fresh perspective with plenty of open space to breath, think and interact.'
 
PCB director of marketing Ann Last said the global economic crisis meant the need to create a distinctive events brand for Perth and WA was even more pressing.
 
"In this environment it clearly helps to have a strong brand that enables us to stand out in a crowded marketplace," she explained.
 
The rebranding follows extensive research which highlighted that Perth and WA is a surprising destination, easy to get around and offers a great natural environment. "These were the messages we need to get across," said Last.
 
She added: "We'll be rolling out a substantial advertising campaign, including online and print media, and plan to update the bureau's web site and create new marketing collateral including photography and a promotional DVD."
 
The campaign will target both the corporate and association markets, with the latter being a key focus for Perth.

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