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Tourism Australia

Issue 5 | July 2008

Background

Tourism Australia is tasked with promoting (not selling) Australia as a business conference and events destination. This is a complex task due to a highly competitive global environment for hosting events, where Australia is perceived to be a remote and costly option compared to new destinations such as Dubai and China. The sector is driven by 'relationships' that need to be nurtured in order to drive business. The objective was to generate and engage 25% of warm leads from all contacts mailed.

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