Tourism Australia to roll out new business at AIME 2008

SYDNEY – Tourism Australia (TA) is rolling out a new brand to underpin all marketing to position Australia as a Business Events destination.



The new brand will be showcased through TA’s bigger presence at the Asia-Pacific Incentive and Meetings Expo (AIME) to be held in Melbourne on February 19 and 20 at the Melbourne Convention and Exhibition Centre.



TA managing director Geoff Buckley said TA’s increased profile at AIME 2008 would provide an excellent opportunity to highlight Australia’s credentials amongst increasingly tough international competition - many of which will be exhibiting.



Head of Tourism Events Australia, Joyce DiMascio said more destinations than ever were competing for the business events dollar and that Australia needed to have a strong positioning to be able to compete.



“Australia can connect businesses and people – whether it’s holding a meeting in our world-class facilities or rewarding employees with experiences that capture our unique environment and lifestyle,” Di Mascio said.



“Australia combines professionalism and first class infrastructure with a track record of delivering outstanding business events,” she added.