Magazine article Business Asia

Abl's Awareness Push

Magazine article Business Asia

Abl's Awareness Push

Article excerpt

RAISING AWARENESS about export assistance packages will be one of the key aims of Australian Business Limited's (ABL) new brand awareness advertising campaign.

The new advertising campaign, aimed at boosting the group's image and promoting greater awareness of the organisation, began in February, and is currently circulating through various media channels including television, radio and print.

ABL's managing director Phillip Holt says the new campaign has been designed to inform businesses about who ABL are, and what they offer.

"We want businesses to understand that we are an organisation that can help them in all aspects of their business operations," he said.

Holt says ABL's strength lies in its diverse range of business operations -- either by providing advice or information, servicing clients with products, or even just pointing them in the right direction. The campaign, he says, "provides an overview of the many ways that we can assist businesses -- advice, information and assistance with meeting their workplace obligations, OHS, training their people, raising equity, award information, and assistance with exporting".

Alongside the more mainstream television advertisements, which focus on generating awareness of ABL, the company has also put together a selection of 30-second radio advertisements which introduce and discuss some of the more specific services ABL offers. One of these has been created to promote federal and state government export packages for businesses that are either exporting, or looking to export in the near future.

ABL general manager of international trade Dr Walter Roso says that the radio campaign is fundamentally about informing businesses of the various assistance packages available to them for developing their export capabilities.

"We're advertising to get the message out that the Federal Government is strong in its support for businesses," Roso said. …

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