Launched on February 11, 2021, ‘Event Here This Year’ is the new campaign of Tourism Australia that aimed to boost business event accross Australia.
Event Here This Year campaign is planned to roll out over six months across traditional media, out of home advertising, digital and social media channels and is supported by ongoing content and PR activity.
Led by Tourism Australia’s specialist Business Event’s unit, Business Events Australia (BEA), the Event Here This Year campaign is supported by BEA’s domestic partnership program, the Business Events Boost Program, which provides funding for industry-led marketing and distribution projects to encourage business events activity in Australia.
Event Here This Year campaign is designed to provide critical support to Australia’s multi-billion dollar business events industry by encouraging event planners and decision makers to host an event in Australia this year.
Event Here This Year itself is the iteration of its domestic focused business events campaign that first launched in the wake of the 2019/20 summer bushfires. The dedicated recovery campaign seeks to drive increased demand across the sector by promoting the value of face-to-face events and showcasing the breadth and quality of Australia’s business events offering.
According Tourism Australia, the aim is to not only boost demand across the sector but also address some of the local knowledge gaps about Australia’s business events offering among event planners, national associations and corporate decision makers, by shining a spotlight on its incredible destinations, products and experiences.
As part of the nation-wide initiative, Tourism Australia is also encouraging the industry adopt the campaign and messaging across their own marketing activities, with an available Event Here This Year campaign toolkit.