Tourism Australia launches marketing assets for events industry

Tourism Australia’s specialist unit, Business Events Australia, has launched a toolkit of assets for the Australian business events industry, as part of a broader recovery strategy to aid the industry following the ongoing impact of COVID-19.

The industry toolkit will provide a ‘one-stop-shop’ for industry to access assets free of charge for use in a broad range of marketing initiatives, from selling Australia’s business events offering, to increasing delegate attendance.

It comes shortly after Tourism Australia announced the launch of a $12 million visual marketing package aimed at supporting tourism businesses across Australia, the National Experience Content Initiative.

At the time, managing director Phillipa Harrison said the National Experience Content Initiative was the largest and most significant content initiative that Tourism Australia had ever embarked on.

Members of the events industry will be able to use the range of assets in event bids, pitch presentations, across their social media channels and other promotional platforms.

Assets include 30- and 60-second video vignettes, maps and other marketing collateral promoting key Australian business event destinations; information and fact sheets on funding programs; a social media guide; and logos.

Tourism Australia executive general manager of events Penny Lion said the toolkit has been designed to help drive “consideration and conversion of business events”, both domestic and international, with the aim of “helping the sector recover from the impacts of COVID-19”.

“By providing industry with access to quality marketing materials our goal is to help inspire, educate and rebuild desire for business events in Australia,” Lion said.

Assets can be downloaded via the Business Events Australia folder in Tourism Australia’s resource portal: https://resources.australia.com

Featured image: Lucky Bay, Western Australia (Tourism Australia)

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