Australian campaign: Re-energise.
Wednesday, 21st March 2007
Source : Asia Pacific Incentives and Meetings Expo
A new campaign to attract more international conventions and business tourists, was launched by Tourism Minister Fran Bailey at the  Asia Pacific Incentives and Meetings Expo in Melbourne today. The total budget allocated for this campaign is A$2.6 million.

The new Tourism Australia campaign - ‘Re-energise in Australia' - would target the world's top 800 decision makers in the UK, US and Asia. It will be a long-history, high-tech campaign, featuring Indigenous art, didgeridoos, coupled with iPods, podcasts and virtual guides.

The campaign will specifically target business events, with event delegates  spending on average six times  more per day ($554) than leisure tourists ($94).

"Australia has the best of both worlds - top notch business facilities and great getaways for a relaxing post-conference holiday. Through 'Re-energise in Australia', we'll tell the top decision makers that their next conference Down Under can't wait any longer," Fran Bailey said.

"By re-energising in Australia, big spending business tourists will be refreshed and rewarded. Importantly, they will also deliver an economic bonanza, with international business tourists generating $2.2 billion and creating thousands of jobs right across Australia."

In 2006, 787,000 business and conference tourists visited Australia, an increase of 7 per cent.

"This is a clever campaign. Rather than a sweeping approach, it engages the key decision makers with our innovative technology as well as direct and online marketing," Fran Bailey said.

"By targeting business events, we can attract even more big spending tourists who spend valuable dollars in regional Australia."
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