ATC to launch new business tourism campaign

The Australian Tourist Commission (ATC) will launch the next phase of its global integrated marketing campaign next month, Managing Director Ken Boundy announced today.

Speaking at Australia’s premier incentive travel event, Dreamtime in Alice Springs Mr Boundy said the ATC had allocated an additional $1 million to the new campaign, which would build on the $1 million brand advertising campaign run last financial year. 

The $1 million funding has been allocated from the additional $6 million granted by the Federal Government this financial year. 

“The ATC’s first brand campaign was focused on building the awareness and interest in Australia as a business tourism destination,” he said. “This next campaign will continue to build the awareness of Australia, as well as focus on converting interest into business. 

“The campaign will include a number of core activities including advertising, corporate famil program and production of new publications on Australia as a business tourism destination. 

“The focus of the campaign will be on specific industries including IT/technology, pharmaceutical, insurance and automotive industries as well as direct selling companies in Asia. ATC research indicates that these industry sectors offer the greatest potential for Australia. 

“The campaign will be run in three key markets - Europe, North America and Asia- with the campaign to kick of in Asia with advertising in October. In all markets key decision makers will be targeted including the corporate end users as well as the trade. 

“For the first time we will run corporate familiarisation programs in each region, which will involve bringing highly qualified potential customers to Australia to convince them of the merits of Australia as a business tourism destination. 

“Specific industry publications will also be used to reach leaders in the key industry sectors. In addition, exclusive supplements on Australia will be produced in conjunction with leading incentive magazines in all regions to further build the awareness and interest in Australia.

“We have identified the best prospects for Australia to build its share of the global business tourism market - and we are now going after it!”

Mr Boundy said the comprehensive business tourism campaign clearly highlighted the ATC’s commitment to further promote Australia as a business tourism destination around the globe. 

The ATC’s three cornerstones of business tourism activities now include: 

1. Core marketing activities: as trade events, sale missions, educational seminars. 

2. Integrated marketing program: additional $1 million funding campaign to include advertising, corporate famils, special publications. 

3. Team Australia: Joint programs with Convention Bureaux including sales missions with corporate and incentive buyers.