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National marketing campaign to build Australia’s Business Events industry
The 14 members of the Association of Australian Convention Bureaux (AACB) have announced a new national marketing campaign to build Australia’s Business Events industry.
Business Events (conventions, corporate meetings, incentive travel reward programs and exhibitions) are the most lucrative sector of Australia’s tourism industry – worth an estimated $17.1 billion pa.
Australia has recently dropped out of the ranking of the top 10 countries for Business Events – a trend AACB wants to reverse.
The campaign called “What Is the Bureau” is designed to heighten the profile of Convention Bureaux in Australia and encourage corporate and association meeting planners to understand and use the free services of the Convention Bureaux to grow their Business Events.
Qantas Airways is a major sponsor of the multi-layered campaign that includes a direct mail campaign, DVD, newspaper advertising and a dedicated website www.whatisthebureau.com.au. The campaign which runs until November this year culminates in a series of free seminars in Sydney, Melbourne, Canberra and Brisbane. Those planning Business Events are invited to attend the seminars where they will hear, first hand, how the Bureaux can assist with free advice and other services to plan successful Business Events.
In launching the campaign, AACB’s Chairman, Sandra Chipchase, said “We aim to reach those who may be inexperienced or under-resourced in running Business Events. It is surprising how many people who are tasked with running a conference or other Business Events have never heard of a Convention Bureau and the excellent guidance and networks we can offer. Our challenge is to close that gap and help planners make their events bigger and better.”
A Report By the Mole
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