Northern Territory Convention Bureau has relaunched as Northern Territory Business Events, to effectively engage with the global business events marketplace.
The name change comes after market research and testing, which suggested association, corporate and trade planners often search for terms such as ‘conferences’ and ‘business events’ when seeking information on potential destinations.
Whilst the brand’s formal launch will take place at the 2020 Asia-Pacific Incentives and Meetings Event 2020 in February, the new name will be rolled out progressively from mid-September.
Director Rebecca McCaig welcomed the brand’s new identity.
“With digital channels now playing such a key role in destination research, we have identified that by incorporating ‘business events’ into our name, we will increase online engagement leading to an enhanced level of client interaction,” she said.
The new title comes as Tourism NT also releases a new brand with the updated tagline ‘Different in every sense’.
As part of the re-branding process, the organisation’s logo has been refreshed with an updated colour palette and simple, clean lines, while the iconic brolga remains, highlighting 20 years of brand equity.
The NT Government’s dedicated business events unit sits within the Department of Tourism, Sport and Culture’s Tourism NT.