Business tourism push for Australia: a new $1 million campaign is showcasing Australia's strengths to the global business tourism sector - Tourism - Brief Article

Business Asia, July, 2002

Australia will target the booming business tourism market in a series of new television commercials initiated, developed and produced by First Charlton Communications.

First Charlton Communications, publishers of Business Asia (with Overseas Trading) Magazine, has worked with Federal Small Business and Tourism Minister Joe Hockey and the Australian Tourist Commission (ATC) to produce the ads, which will beam out across Asia on CNBC Television. The first commercial has already been completed by First Charlton Communications executive producer and creative director Esther Cvejic, and is now being telecast throughout the region. The commercial features top level Asian chief executives candidly talking about why they believed Australia was a great destination for conferences and meetings.

The business leaders in the first TV commercial include David Tang, Shanghai Tang CEO and founder of the China Clubs in Beijing and Shanghai; shipping and transport giant Sun Hing Group CEO Simon Lee; Swank Group CEO Judy Yu-Hong; and Hendale Group CEO Henry Lee.

Increasing achievements

The new campaign is another feather in the cap for First Charlton Communications, who in recent years has successfully expanded its activities. The company already has a strong reputation as one of the region's leading publishers (with titles such as Australian Banking and Finance, The Chief Magazine, Business Asia, Australian Telecom and others) and international event coordinators.

Charlton Group founder and chairman Peter Charlton said the company's wealth of experience throughout Asia, extensive contacts and presence in the region (with a new office in Singapore), and recent television successes made it the ideal choice to produce the TV campaign.

"It was at a meeting with Minister Joe Hockey at the start of this year that we first raised the idea behind this campaign," Charlton said. "I think it was clear to the Minister then that with our background and experience we were the ones who could do the job right."

Minister Hockey has congratulated First Charlton Communications on its efforts, saying that he was delighted with the results.

Hockey knows first hand the quality television production capabilities of First Charlton Communications. Hockey had worked with Charlton and executive producer Cvejic in the past to produce a series of commercials spruiking Australia as a global financial centre for national finance promotion agency Axiss Australia. The ad campaigns were deemed a great success throughout the region.

High aims

The $1 million campaign, which will be supported by some print advertising, is the first time the ATC has undertaken a global brand campaign for the business tourism sector.

The goal is to promote Australia as an ideal destination for business tourism events such as conventions, meetings or incentive trips. Business tourism is one of the fastest growing segments of Australia's overall tourism trade, accounting for $2.2 billion to the Australian economy each year.

ATC managing director Ken Boundy said the campaign targets key decision makers in business and government organisations.

"Australia is well placed to increase its share of the global business tourism market," he said.

New approach

Esther Cvejic, the creative force behind First Charlton Communication's recent television successes, says the ATC campaign aimed to bring a unique new approach to tourism advertising.

"The style is fresh and upbeat, and emphasises all the best that Australia can offer," she said.

"The fact that we were able to interview some of the region's leading CEOs for the commercial is a testament to the drawing power of First Charlton Communications."

As well as the ATC and Axiss ad campaigns, Charlton has experienced success with The Biz, a series produced for Bloomberg Television. The Biz is a series of short, fast-paced business information shows on a range of topics including sport, food, health and more. First Charlton Communications's production of The Biz was a major coup as it represented the first time that Bloomberg Television had outsourced the production of a TV show. A new series is about to go into production. Cvejic is already in production of two more ads for the ATC for the business tourism campaign.