ATC to launch 'Choose Australia' Asia business tourism campaign

"Choose Australia - Your Best Business Partner" Asia Campaign is designed to move business tourism customers closer to making decision about choosing Australia as the destination for business events, General Manager NEA of Australian Tourist Commission (ATC) Johnny Nee said earlier this week.

"This Asia business tourism campaign is building on global brand campaign completed in June. Targeting decision makers or influencers on incentive travel or corporate meetings destination in Asia, the campaign will continually build awareness of Australia as an ideal destination for business events, as well as ensure that Australia enters the customer's consideration set and driving them to ultimately choose the destination"

"Choose Australia" campaign, officially launched in Bangkok ATC Executive General Manager, Marketing Development, Stephen O'Neill Tusday, was part of the $1 million allocated from additional $6 million granted by the Federal Government this financial year.

Mr. Nee said in order to achieve the set goal, Asia campaign will adopt more integrated marketing approach and has a range of new initiatives.

"In addition to above the line communication such as advertising, one of the new initiates is the corporate familiarization program, which will bring highly qualified potential customers from Asia to Australia. This will provide a unique opportunity to showcase Australia's capabilities as an idea incentive destination. "

"The capabilities Australia owns not only the first class infrastructure or meeting facilities, but also the whole team there can assist client by providing innovative ideas, total service from planning to implementation. The corporate famil program is the best way to impress our potential customer through first hand experience."

"Direct marketing campaign will be conducted to generate response among companies who organize meetings offshore or incentive travel on regular basis, and qualify the final target for corporate familiarization program to Australia." 

"The target industry sector for this campaign include direct selling, insurance, pharmaceutical & IT companies. "

"Considering the market priority and difference, Taiwan and Thailand will be allocated additional resource for local advertisement placement and other activities. " However, Mr. Nee emphasized that it will still in line with Asia regional campaign.

Key facts on Choose Australia campaign include:  

*Campaign will be undertaken in two phases, from Oct. - Dec. 2002 and March - May 2003.

*Major Activities include print advertisement, public relations activities, destination supplement, direct marketing, and corporate famil program. 

*Key Industry sector are direct selling, insurance, pharmaceutical & IT companies.