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. |