June 2, 2022 | By Joyce DiMascio

Tourism Australia’s specialist unit, Business Events Australia, has launched the next phase of its international marketing campaign inviting the world to Australia for business events at IMEX Frankfurt this week.

The high impact promotional films in phase two of Tourism Australia’s international marketing campaign, originally launched at the Asia Pacific Incentives and Meetings Event (AIME) in March, are pitched at the lucrative incentive and association players attending one of the most important trade showcases in the global business events calendar.

Tourism Australia’s executive general manager of commercial and Business Events Australia Robin Mack says the new suite of film were part marketing campaign across trade and social media targeting customers in the United Kingdom, Europe, North America, South and Southeast Asia and New Zealand.

IMEX Frankfurt provides a platform for 2,500 exhibitors from over 150 countries to connect to global business events buyers. The show kicked off on Tuesday and will wrap up at Messe Frankfurt overnight.

Getting cut-through in the cluttered marketing environment takes innovation and good research as Australia competes with exhibitors from around the world.

Tourism Australia has chosen to bring some playful Australian good humour into its pitch, with striking imagery and narrative.

The campaign aims to help the local business events industry recover from the impacts of the beginning of the COVID-19 pandemic, which saw Australia’s international borders closed for nearly two years, putting a stop to Australia’s share of the international business events market.

The new films form part of a broader recovery strategy to drive demand for Australia as a business events destination amongst incentive and association customers in key global markets, Tourism Australia says.

Pre-COVID, business events was one of the highest yielding sectors of Australia’s visitor economy, attracting 1.04 million delegates who contributed $4.5 billion in direct expenditure for the year ending December 2019.

“With Australia’s reopening to the world what better way to showcase the country’s business events offering than in these new film assets on the world stage at IMEX Frankfurt,” says Mack.

“The newest phase of the campaign is a standout for the sector and will undoubtedly position Australia as a global leader in business events.

“The film assets bring to life and build upon the new creative strategy for Business Events Australia, which promotes Australia as a destination that is home to friendly people with fresh perspectives, coupled with our diverse and iconic landscapes and world-class venues.”

“We have used a light-hearted approach to achieve cut through, with the tone of voice being a reflection of the charismatic and endearing personality of Australian people.”

“We are committed to supporting industry in rebuilding the pipeline business for Australia and as a result are ramping up our business events marketing and distribution activity to ensure the world knows Australia is open for business,” says Mack.

“International trade shows, such as IMEX Frankfurt, will be key to our success, providing the opportunity for industry to reignite relationships and share with buyers the wealth of new accommodation, venues and experiences that has opened these past few years.

“IMEX Frankfurt is the first major business events tradeshow Tourism Australia has attended since the reopening of Australia’s borders in February 2022. To say we are excited is an understatement.

Seventeen of Tourism Australia’s industry partners have joined the national agency on the Australia stand in Frankfurt this week.

The new brand film assets will be rolled out as part of an integrated campaign across trade and social media from June 2022 and will be supported by content and public relations activity.