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BEA continued to deliver an international brand and content strategy to raise awareness and preference for Australia as a business events destination. T association and incentive sectors were targeted with content delivered across print, digital and social media channels, along with in-market activations and events.
In 2019/20, BEA achieved 302 pieces of media coverage, with a reach of 41.7 million and equivalent advertising value of $13.6 million. Our self-published incentive magazine, Australia Next, continued to promote our offering to a highly targeted audience, and our social media presence continued to grow with a significant increase in LinkedIn followers and the launch of BEA’s Instagram account targeting the incentive sector.
In addition, BEA delivered its first domestic campaign, Event Here This Year, as part of the bushfire recovery activity in January 2020, which generated $6.3 million of media coverage and was broadly adopted by Australian industry partners.