1. “Will the Real Australia Please Stand Up”
A Positioning & Communications Strategy
To Boost International Business Tourism To
Australia
January 5th, 2004

2. A Rallying Cry
“When the global tourism market returns to growth
it be more competitive than ever before….
We need new strategies in place to respond and differentiate
Australia from the rest of the world….to achieve this
we can no longer be all things to all people”
Ken Boundy

3. The Three Questions We Hope To Answer
 How do we take the core elements of “Brand Australia” and from these
develop a global brand positioning in the business travel market?
 If so, what is the most effective expression?
 What are the creative and media implications?

4. Structure
Identify target
markets & needs
Determine
Australia’s status
Isolate image
positioning
- By market
- “must haves”
- “nice to have”
- Awareness/ knowledge market hierarchies
- Product/Image status versus realities
- How to leverage consumer needs and brand
status to create a unified, compelling business brand
proposition
Develop creative
brief
- Brand proposition, message support
and media considerations

5. Our Target Markets
ASIA - PACIFIC
• China
• Taiwan
• South Korea
• Japan
• Malaysia
• New Zealand
EUROPE
• United Kingdom
• France
NORTH AMERICA
• United States
• Canada
49,000
24,000
40,000
7,000
48,000
92,000
12,000
160,000
15,000
9,000
Key - Number of business visitors to Australia in 2003 from each market
Source - “Tourism Australia Business Tourism Market Profiles”

6. Core Consumer Category Needs

7. Essential product needs are similar across markets
United States UK Taiwan China
“Must
Have”
safety
accessibility
affordability
infrastruture
4/5 star acc
accessibility
affordability
Safety
infrastructure
4/5 star acc
affordability
accessibility
infrastructure
safety
4/5 star acc
affordability
accessibility
infrastructure
safety
4/5 star acc
Source - 1)“Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004
2) “Tourism Australia Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001” UK, France, US, China and Taiwan”
NB. Some rankings based on hypothesis

8. “Must Have” Explained Further
Safety
Accessibility
Affordability
4/5 star accommodation
Infrastructure
Safety - Today, top of mind for all and the most important
factor for U.S. consumers
Accessibility - More important in the business
tourism market than in leisure; given the tighter time
constraints involved with incentive trips and conventions.
Affordability - Total costs per person including flights,
4/5 star acc - Fulfills the ‘reward’ status of incentives
and international meetings
Infrastructure - High standards of transport, tour operators,
restaurants (and quality & suitable type of food)
• Consistently the highest product expectations
• Rational motivators - determine whether we enter the ‘real’ consideration set
• Can therefore be regarded as category “Table - Stakes”
Source - 1)“Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004
2) “Tourism Australia Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001” UK, France, US, China and Taiwan”
NB. Some rankings based on hypothesis

9. Emotional differentiators are less consistent across markets
trophy value
unique /diverse
experiences
friendly people
United States UK Taiwan China
“Nice to
Have”
“Must
Have”
Source - 1)“Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004
2) “Tourism Australia Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001” UK, France, US, China and Taiwan”
NB. Some rankings based on hypothesis
soft adventure
trophy value
sunshine
‘real-ness’
immersion &
depth
trophy value
shopping
night life
sightseeing
trophy value
shopping
night life
sightseeing
safety
accessibility
affordability
infrastruture
4/5 star acc
accessibility
affordability
Safety
infrastructure
4/5 star acc
affordability
accessibility
infrastructure
Safety
4/5 star acc
affordability
accessibility
infrastructure
safety
4/5 star acc

10. Participation is an overriding desire but to varying degrees
look/see touch/feel Participate Involve Being there
Participate in Real Australian Experiences
To varying
degrees
Sources - 1) Leisure Travellers - ATC Product Experience Research - Korea, Hong Kong, Singapore, Taiwan, Malaysia, China
2) ATC UK Barriers research: 2002
3) ATC Western Hemisphere Market Briefing 2004
Natural
Local
Cultural

11. Sun, sand and
shopping
‘Wonders of the world’
type sights
Culturally fascinating
& immersive
“The Ultimate Experience”
in terms of activities, emotive appeal
and luxury brand properties
Fit to brag about when home
But all are bound together by a common desire

12. BRAND STATUS
Awareness & Understanding

13. Awareness and understanding differs by market
North East Asia (China, Taiwan, Japan)
- Natural features dominate perceptions but
unlike UK; these remain top motivators
- Level of perceptions/knowledge range from
embryonic (China) to developed (Japan)
Mainland Europe (France/Germany/Italy)
- moving ‘onto the radar’
- Wide open spaces and wildlife still dominate imagery
- Mystery deepens the allure - ‘Destination of the 21st century’
- Accessibility an issue (distance & perceived cost)
North America
- Safe and secure (part of a small club)
- Australian’s (mateship values) one of our
strongest selling points
- But ‘so far away..and must be expensive’
- Visit other places first.esp. Europe
UK
- Knowledge highest of all markets
- But ‘Over’ the cliched imagery
- Want to know about the diversity of
experiences on offer but in manageable
chunks
- Distance = ‘expensive’ perceptions
Source - U.S offshore incentive travel; Menlo Cons. June 2004/ ATC Bus Tourism Depth Interviews 2001;UK, France, US, China,Taiwan”
ATC China Strategy Study & Actions. N = 1042. 1999/ ATC Marketing Tracking USA, UK

14. Three types of market emerge
Level of
Knowledge
Established
Embryonic
Emerging
China
USA
Taiwan
Korea
Malaysia
Canada UKFrance Japan
Source - “Underst the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004
“ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 - UK, France, US, China and Taiwan”
“ATC China Strategy Study & Actions. N = 1042. 1999”

15. The Difference Between Established/Embryonic In
Image Terms
Level of
Knowledge
Established
Embryonic
Image Attributes
More than delivers on trophy
value and ‘big ticket’ attractions
but under delivers on perceived
shopping, nightlife and food
Image Attributes
Understanding & image based around
the main icons ;little understanding of
the Australian Experience. Esp. diversity
of experiences beyond familiar but ‘tired’
icons and ‘beers & barbies’
Also perceived to be too expensive with
little understanding of the real costs &
how competitive these are
China
USA
Taiwan
Korea
Malaysia
Canada UKFrance Japan
Source - “ATC China Strategy Study & Actions. N = 1042. 2002”
“UK Barriers To Australia Research” 2002

16. Even in the ‘established market’ Australia is
somewhat misunderstood
 Despite Brand Australia’s strong status in the UK (awareness;
familiarity; product attributes) the image has not caught up with
reality.
 Hence the task of educating of our sophisticated culture,
diversity of experiences, gastronomic delights and shopping
nirvana is a global need

17. It seems we are a well-known brand that is not known well
Presence
“Do I know of Australia?”
“Does it appeal as a destination?”
“Would it deliver a great experience?”
Relevance
“Does it suit our trip needs?”
“Is it in the right price bracket?”
Advantage
“When I take all I know into account
how does it compare to other places?”

x
x

18. Moving from well known to known well

19. Visitors actual experiences prove reality is different
from perception
Our Product
• A sense of freedom
• Pristine natural beauty
• Lots to do
• Cultural diversity
• Cosmopolitan
• World-class infrastructure
• Efficient
• Friendly
• Generous
• Safe
• Real value for
money
Our Delivery
• Stunning
• Engrossing
• Beyond comparison
The Experience
• Refreshed & re-
energised
• Fulfilled
• Satisfying
• Enjoyable
• Rewarding / Enriching
The End-benefit
Source - ATC Visitor expectation vs satisfaction surveys
For most the Australian experience delivers
beyond their expectations

20. The reality of the Australian experience needs to be
clearly articulated to business
 Convey the truths of the Australian experience to overcome the barriers that
prevent Australia from being seriously considered as the next convention
incentive or international meeting destination
 Create a general shift in attitudes among influencers so that potential buyers feel
confident they will be taken seriously when recommending Australia
In order to position Australia as a premier business destination
An excellent & realistic choice for corporate meetings and incentives

21. Counter the vices and the virtues will become
irresistible
 Culturally lacking
 Legacy images of an unsophisticated and predominately white anglo saxon
culture and the accompanying baggage …poor shopping, bland food, no night
life….still persist in many markets.
 The truth is, with 240 different cultural groups and 20% of the population
speaking a language other than English at home, Australia has redefined the
term ‘melting pot’
 The benefits of such diversity is a gastronomic culture second to none
 Cost prohibitive
 Because of Australia’s distance we are perceived to be expensive. The fact is
air travel aside, Australian on the ground costs are among the most
competitive in the world and

22. Counter the vices and the virtues will become
irresistible
 Lackadaisical
 Business leaders want destinations that motivate their employees and reflect
their company image of hard working, efficient and professional…popular
perception of Australia and Australians does not yet match this desire.
 On the contrary Australians are among the hardest working people in the
OECD. Our economy is strong and our businesses dynamic. Few destinations
could provide a better example of 21st century vitality.
 Distance
 Australia (for the most part) is a long way away….but for all but the shortest
incentive and convention trips…feasible. Long haul air travel has become
infinitely more comfortable and Australia has direct flights to many of the
world’s major cities.

23. Isolating The Potential Brand Proposition

24. The proposition must remain true to The Seven Tenets of
Brand Australia
WILL
To be, and be recognised as a country beyond category & above comparison
EXPERIENCE
Life in A Different light
MEANING
Australia creates Australians, and all things Australian
FUNCTION
Ever-unfolding stories
SCALE
Big world with a human face.
DUTY
True… and true to its word.
COHERENCE
One story. Multiple authors

25. ‘Life (lived) in a different light’ is the platform for a
Brand Australia business position
 A global uniting vision for the brand. (To be the world’s most
aspirational destination brand)
But it needs to be articulated in the most relevant and compelling
manner for our business tourism target audiences

26. Recommended brand proposition
See Australia in a different light

27. See Australia In A Different Light
Rationale for proposition
 Directly challenges existing prejudices:
“look again….you’ll be surprised”
 Implies we’ve barely scratched the surface in discovering Australia
“There’s much more to Australia than meets the eye”
 Adds required dimensions to features:
“not just product features but life changing experiences”
 Presents the Australia solution:
“the value currency = unique and compelling experiences”

28. Creative Brief And Media Considerations

29. What's the block?
They often won’t seriously consider Australia when planning
incentive trips, conventions or meetings - its not that they have any
negative image of our country - for most it is a dream destination -
but barriers that are real (such as distance) or imagined (cost,
sophistication, quality and variety of food) get in the way -as a
result when it comes to narrowing down to serious
candidates…Australia isn’t on their radar
The fact is Australia’s virtues are not yet fully understood and its
vices are overplayed. As or and is thought of more as the ulitmate
once in a lifteime leisure vacation than realistic convention and
incentive choice providing the breadth of tailored consultancy
Who are we talking to?
Corporate Meetings and Events Managers. They are the gatekeepers and
key influencers to the CEO who signs off on the recommended trip. The
average US manager will plan up to 50 sales conferences, symposiums,
board meetings, tradeshow appearances, retreats, office parties and
incentives trips a year . Their challenge is to control expenses without
turning meetings and incentive trips into a mere commodity.
CEOs and company owners - The ultimate decision makers - while they
will look at the practicalities - budget etc; their choice will also be
influenced by their own opinions of the destination, hence advertising has
a role in predisposing them to Australia.
Secondary target - delegates. This is their reward; they’ve earned it either
as a direct reward for their performance (incentives) or as a mark of their
status (conventions, meetings). They are the best and they want the best
from a destination.
What else do I need to know?
• Multi-media campaign - tv?, print, web, brochures. Multinational
• Must drive traffic to provide good business leads
• Tone should be business-like, but inspiring and exciting. SEE OVER FOR CREATIVE START POINTS
What’s the message?
See Australia in a different light
Why should they believe?
• Australia is less expensive than you ever thought
• Australia is an assault on the senses, No one just sees Australian
they experience it.
• Australia’s cities are among the most cosmopolitan in the world;
while its natural grandeur defies description.
• Australia is serious place that acts with purpose in everything it
does; but a place that never takes itself too seriously.
• A safe and secure destination where visitors can feel at ease
See next page for more support points
The Challenge
Convince meeting planners and decision makers that Australia really is an
achievable business destination and that it offers value for money, unrivalled
experiences, cultural sophistication and has a ‘Zest for Life’ unrivalled anywhere
else so that planners find it impossible not to seriously consider Australia

30. Why should they believe? (continued)
 The ‘Wow’ factor
 It’s sometimes said that Australia is full of the things that God didn’t make
too much of…our unique animals and natural wonders. As such Australia
offers visitors once in a lifetime experiences.
 A single rock rising from the earth like a giant red heart, sandstone figures
clustered like ancient cities, the Great Barrier Reef ,more than 1,000
islands, pristine white beaches and dazzling coral displays; such are the
unique wonders that Australia is famous for. You will find them nowhere else
as Australia has its own rules

31. Why should they believe? (continued)
 The ‘Wow’ factor
 Australia offers much more than natural wonders to stare at; it invites
participation in one of a kind activities.
 Only in Australia can visitors enjoy exclusive use of a national icon such the
Opera House for a meeting, a dinner under a million stars in the outback or
dine on the very turf where the world’s best competed at the Sydney Games
in 2000.
 Or a helicopter transfer to the Great Barrier Reef in Queensland, hot air
ballooning over the snow covered Victorian Alps, the thrill of jet-boating on
Sydney Harbour, a breakfast cruise on lake Burley Griffin in Canberra, ride
a Harley-Davidson to wine-tasting in South Australia or white water raft the
rapids in Tasmania

32. Why should they believe? (continued)
 The ‘Wow’ factor
 Climbing Sydney's Harbour Bridge offers its own reward - one of the most
spectacular harbour views on the planet. Drink in the drama of sparkling
sapphire water against the white sails of the Opera House below and
breathe the crisp, clean air.
 Swim with the sharks, not the jaws kind, but with one of the most awesome
sights of the sea, the whale shark; a huge, placid plankton feeder. Australia
is also one of the very few places on earth where you can swim with the
largest fish in the sea, up to 18 metres in length, yet totally harmless to
humans.

33. Why should they believe? (continued)
 Gastronomic delights - visitors to Australia are often dazzled by the sheer
quality and variety of Australia's food. Australia’s multi-cultural society means the
best of the world’s cuisine can be enjoyed in every city.
 Then there are the local food markets each offering their own unique experience
- from the Sydney Fish Market, second only to Tokyo; to the Thursday evening
Mindil Beach market, when most of Darwin buys the evening meal from a multi-
cultural array of food stalls and sits down on the beach to watch the sunset.
 The finest Australian wines are among the best in the world. What better
way to enjoy them than combined with a balloon flight over vineyards of the
famous Hunter Valley, followed by lunch and wine tasting at one of the leading
wineries

34. Why should they believe? (continued)
 Shopping - From mega malls to markets to luxury boutiques. Like the Queen
Victoria Market in Melbourne, where hundreds of vendors display their wares,
food items, clothes, and even exotic pets. Or the beautifully restored Queen
Victoria Building (QVB), in Sydney with over 200 boutique stores. When it
comes to shopping Australia is second to none.
 World class quality of service, hotels, facilities and professionalism. Australian
infrastructure and service standards are as good as anywhere in the world.
 English speaking - The world’s language is Australia’s native language

35. Creative starters
 Juxtaposition
 Perception (poor night life, food, shopping) versus Reality (nights that never
end, more cuisine choice than anywhere else in the world, shopping
opportunities that range from the largest mega complexes to street markets
and boutique designer stores.

36. Media considerations (first thoughts)
 Editorial content/advertorials
 Advertising in business publications and travel trade media
 Cable TV
 Business websites, travel trade websites
 Brochures, flyers and posters for trade events

37. Appendix

38. Business visitors to Australia
159
93
40 45 41
18 17
12 13 14
5
168
94
53
47
42
19 16 13 11 10 6
168
92
49 48
40
24
15 14 12 9 7
0
20
40
60
80
100
120
140
160
180
N
ew
Zealand
U
S
C
hina
U
K
Japan
Korea
M
alaysia
Thailand
C
anada
France
Taiw
an
2001 2002 2003
Source - ATC Business Tourism Market Profiles. September 2003.
Business Travellers include: Business/Convention/ conference/seminar, trade fair/exhibition visitors

39. Corporate meetings - market standing
 Europe holds 55% of the market. Australia's market share remained steady in
2003 - a total of five percent.
 Sydney was 14th in number of meetings per city in 2003 with 37 meetings,
slipping from 8th position in 2001.
 The preferred continent is Asia, followed by Europe and North America.
 More than half of the meeting planners are based in Asia and tend to organise
most meetings in surrounding countries.
 The average number of participants per meeting has decreased from 603 in
1994 to 580 in 2002
 Medical science is most popular area for international conferences, representing
over 26.7%, followed by scientific meetings, technology and industry
respectively.
Source - “Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004
“ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 Sep 01” UK, France, US, China and Taiwan”

40. Incentives - US market profile
 Among US corporations planning to run incentive programs to Africa, Australasia
and/or Europe in 2004/ 2005
 33% are insurance corporations
 8% are direct selling organisations
 7% are automotive manufacturers and dealers
 6% are medical equipment/ pharmaceutical manufacturers
 5% are computer hardware/software manufacturers (Source: SITE,
Incentive Travel Factbook 2004).
 The average per person spending for incentive trips from the United States was
US$2,576 in 2003, an increase from $2,394 in 2002. (Source: SITE, Incentive
Travel Factbook 2004).
 Each US corporation was asked to indicate the average length of their incentive
trips. The majority of corporations average 4-5 days:
Source - “Understanding the corporate decision making process relative to U.S offshore incentive travel”. Menlo Cons. June 2004
“ ATC Market Insights Unit Buyer In-Depth Interviews Dreamtime 2001 Sep 01” US”