Business Events Australia has unveiled the second phase of its international brand campaign, There’s Nothing Like Australia, to support the business events industry’s recovery from the pandemic.

Building on the first phase of the campaign, which launched in March, this latest phase was officially launched on the world stage at IMEX Frankfurt.

It features a new suite of film assets that showcases Australia’s business events offering to incentive and association customers in key global markets including the United Kingdom, Europe, North America, South-South East Asia and New Zealand markets.

Tourism Australia’s executive general manager of commercial & Business Events Australia, Robin Mack said this newest phase of the campaign is a stand out for the sector and will undoubtedly position Australia as a global leader in business events.

“The film assets bring to life and build upon the new creative strategy for Business Events Australia, which promotes Australia as a destination that is home to friendly people with fresh perspectives, coupled with our diverse and iconic landscapes and world-class venues,” Mack said.

“We are committed to supporting industry in rebuilding the pipeline business for Australia and as a result are ramping up our business events marketing and distribution activity to ensure the world knows Australia is open for business.

“International trade shows, such as IMEX Frankfurt, will be key to our success, providing the opportunity for industry to reignite relationships and share with buyers the wealth of new accommodation, venues and experiences that has opened these past few years.”

IMEX Frankfurt is the first major business events tradeshow Tourism Australia has attended since the reopening of Australia’s borders in February 2022, and was joined on the Australia stand by 17 industry partners representing a mix of destinations, venues, hotels and event management.

Before the pandemic, business events was one of the highest-earning sectors of Australia’s visitor economy, attracting 1.04 million delegates with a contribution of $4.5 billion in direct expenditures for the year ending December 2019.

The new brand film assets will be rolled out as part of an integrated campaign across trade and social media from June 2022 and will be supported by content and public relations activity.