Tourism Australia has unveiled a more aggressive trade marketing program for 2009-10 designed to promote Australia as a business events destination at Imex today.
The program, which promotes the country as an aspirational destination offering value for money, will feature two separate campaigns targeting the corporate C&I and associations markets.
Tourism Australia managing director Geoff Buckley said: "To stay ahead of the competition we need to market harder and smarter and that includes taking a proactive approach to highlighting Australia's distinctive qualities. Australia offers a wealth of incredible locations, venues and facilities for business events and, with the shift in exchange rates, presents great value for money to our international customers."
The program will include a new print advertising campaign, PR campaign, improved Business Events Australia website and a year-round buyer and agent fam program.