Tourism Australia will target the lucrative business events sector in its next marketing campaign. The program for 2009/10 includes a four-tier PR campaign to generate more content about Australia’s offerings and an enhanced Business Events Australia website. Tourism Australia will also run a familiarisation program to bring buyers to Australia and exhibit at key international trade shows such as Team Australia Business Events Educational in Asia. "Our brief was to deliver a concept that was a powerful statement about Australia’s business events proposition for the corporate meeting and incentive market," said Joyce DiMascio, head of Business Events Australia. "The new marketing program signals a fresh approach to promoting Australia in a time of global uncertainty and is part of Tourism Australia’s long term commitment to building the country’s share of the global business events market."