Bolstering business events in Australia To support Australia’s business events industry during what has been one of the most challenging years to date, through the work of the Business Events Australia team Tourism Australia re-entered the domestic market to help offset the fall in international business events taking place during the crisis and stimulate the return of domestic business events. The latest instalment of the Business Events Australia Event Here This Year campaign was in market from February to June 2021, helping to inspire and encourage domestic decision-makers to start planning and delivering business events in Australia again. The campaign generated positive results with 90 per cent of corporate decision makers who saw the advertising stating they were more likely to hold a domestic business event as a result of the campaign1. At the same time traffic to the Business Events Australia website increased 270 per cent year-on-year throughout the campaign period. In addition, the new Business Events Boost Program debuted during the 2021 financial year and supported 86 industry-led partnership projects, which also worked to encourage a restart to domestic business events. Both marketing and partnership activity were delivered alongside a trade distribution program which included a series of educational visits where event planners could experience Australia’s world class event offering first hand. In addition, several waves of corporate sentiment research have been conducted to understand barriers and inform activity. While the Boost program has been extended through to 30 June 2022, with an additional $1 million funding, Business Events Australia is also working on the next iteration of the Event Here This year campaign to be in market throughout the 2022 financial year to help overcome evolving barriers and drive confidence in the business events sector. Keeping the Australian dream alive overseas While borders remained closed to most international markets throughout the 2021 financial year, the Business Events Australia team worked to maintain engagement with target customers across the globe to keep Australia front of mind as a future business events destination. |
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