Business Events Kit for Tourism Australia
In collaboration with Ian Macfarlane and Tourism Australia. Creative direction on a promotional kit to attract overseas companies to engage with business tourism in Australia. An elegant three book pack was developed, moving away from the leisure branding, to reflect a sophisticated and business destination.
Creative direction on a promotional kit of books to attract overseas companies to engage with business tourism in Australia. This was a targeted global campaign to create a compelling reason for delegation and business tourism. The design and concept was decided to showcase Australia in a compelling and unique way. An elegant three book pack was designs and directed purposely, moving away from the leisure branding. The language delved into the strength and innovation of Australian Business and reflect a sophisticated to for the destination.
The kit was comprised of three books encased in beautiful packaging. The first being destination, capturing the varied and rich stories of Australia, like the building and design of the Sydney Opera House, through to the magic of swimming with whales and the beauty of visiting the vast red deserts. The second was a detailed journey planner capturing the highlights and interest of each state. The final book was a diary planner with key dates of festivals and events throughout the year, punctuated with unique and curated imagery.