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Mice Asia Net : July 2009
australia T he brand aims to position Perth and Western Australia as “an aspirational, unique and beautiful destination that offers visitors the chance to clear their heads and gain a fresh perspective with plenty of open space to breathe, think and interact”. The brand positioning statement is - The space to connect. The Bureau has also been given a makeover with a new corporate brand featuring a cluster of five stars designed to reflect the clear blue waters and sparkling, fresh appeal of Western Australia. Bureau director of marketing Anne Last said the launch of the business events brand was timely, given the global economic crisis and its impact on the tourism industry. “In these tight financial times, the competition to attract high yielding convention and incentive travel business is at its most intense. “In this environment it clearly helps to have a strong brand that enables us to stand out in a crowded marketplace, to have an effective marketing tool that helps to build awareness of Perth and Western Australia as a fresh and inspiring business events destination.” Ms Last said the branding was long overdue and had resulted from the substantially increased Government funding that had been provided to market the state for business events. Over the coming months the bureau plans to roll out an integrated advertising, marketing and public relations campaign in the UK and Europe, Asia and Australia to ensure the new branding reaches the widest possible audience. To learn more about meetings and incentives in Western Australia visit www.pcb.com.au. WA unveils new business event brand the Perth convention Bureau unveiled its new business events branding for Western Australia in europe recently. Bring a fresh perspective to your next business event. The beautiful open spaces of Perth in Western Australia give delegates room to think, be inspired, connect with their colleagues and be rewarded. The waterside environment is breathtaking, the warm Mediterranean climate is inviting and beyond the sparkling capital, the state offers an extraordinary diversity of experiences in pristine, natural landscapes. Talk to the experienced team at the Perth Convention Bureau about giving your next business event the space to connect. Perth Convention Bureau. Level 1, 41 St Georges Terrace, Perth 6000, Western Australia. +61 8 9218 2900 www.pcb.com.au miceAsia.net 49 Marketforce PCBU0022 MAN