AACB

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Creating a 'business brand for Australia'

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FROM SHRIMPS ON THE BARBIE TO BUMS IN BUSINESS CLASS

The Challenge:
To turn Australia into a worldwide brand that is recognised as a serious business tourism alternative, when it has been traditionally seen as a holiday destination.
The Solution:
After researching the major business tourism buyers globally, we developed a corporate identity that branded Australia as a business events destination – looking corporate, however maintaining the overall feel that dramatises Australia’s unique national character – outdoor, professional but with a touch of irreverence.
The Result:
The corporate identity we developed was adopted by all 13 convention bureaux in Australia under the banner of AACB, the association that markets Australia as a business events destination in Asia, Europe and the United States.
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