How Is Tourism Australia’s Marketing Delivering For The Economy?

How Is Tourism Australia’s Marketing Delivering For The Economy?
SHARE
THIS



AANA presents the latest episode of Marketing Dividends featuring Lisa Ronson, chief marketing officer at Tourism Australia, who discusses how its global marketing strategy is helping attract more overseas visitors with huge multiplier effects for the broader economy.

“We’re tracking really well in the global market. In the last year alone, we welcomed 8.1 million visitors to our shores which was an increase of about 11 per cent on the year prior. From a competitive point of view, our rivals are the powerhouses of Europe, particularly France and Italy, the United States and more recently, Japan,” Ronson said.

Ronson moves on to discuss how Tourism Australia aims to help achieve the Australian Government’s goal of generating $115 billion per year in tourism expenditure by 2020.

“Our role as a tourism body is to make sure we generate tourism spend that contributes back to the Australian economy, it’s very much about expenditure and we unashamedly focus on a high yield in-bound traveller,” Ronson said.

“In the past year alone, we’ve generated $98.6 billion in tourism expenditure which is an increase of about 7.5 percent on the year prior. It is our joint industry goal to get to at least $115 billion annually in tourism expenditure by 2020. Based on the current Tourism Research Australia forecasts, we’re looking like we will comfortably reach this target. In fact, we should beat it by a good $10 billion,” Ronson said.

Ronson also says a significant amount of Tourism Australia’s content is shared widely through social media.

“We get about 3000 pieces of content a day so we’re very fortunate. Our team has specific processes and systems in place to make sure that they’re getting the best content available.

“We’ve got some great examples of how we use this type of content, one being Symbio Wildlife Park. They’ve had 150 million points of engagement through what we’ve shared on our platforms. Visitation to their park has increased 60 per cent as a direct result of what we’ve done,” Ronson said.

Ronson also describes how Tourism Australia uses data to ensure the right messaging gets to different people.

“Using data is all about efficiency. It’s about getting the right message to the right customer at the right time. If you have booked a trip to Australia, we won’t bother serving our “Come to Australia” messages. Instead, we’ll start serving information like ‘here’s the experiences that you can do when you’re in Australia’ or capital city type messages. Data defines and controls what message we send to that consumer, resulting in a more efficient and targeted message,” Ronson said.

This episode was jointly hosted by James Hier, CEO MEC and Nadine Blayney, Deputy Business Editor and Business Editor SKY NEWS BUSINESS.

The full episode, in addition to previous episodes, is available on AANA’s YouTube Channel.

Please login with linkedin to comment

Latest News

Attention! B&T’s Inaugural Bootcamp Launches!
  • Advertising
  • Marketing
  • Media
  • Technology

Attention! B&T’s Inaugural Bootcamp Launches!

B&T announces its new industry bootcamp! And, if you're like us & didn't know anything about it, all's revealed here.

by B&T Magazine

B&T Magazine
Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM
  • Advertising
  • Marketing
  • Media

Brand Safety “Considerably More Complex” Than The Industry Thinks: Inskin Media GM

The relationship a reader has with a publisher has far more impact on the effectiveness of online ads than the surrounding editorial content, according to a new study, which suggests some concerns around brand safety may be misunderstood. The study – by Inskin Media, Research Now and Conquest Research – compared the conscious and subconscious […]

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional
  • Media

Nova’s ‘Kate, Tim & Marty’ Show Goes Regional

Nova has announced that its Kate, Tim & Marty drive show will expand its reach beyond the metropolitan market to be syndicated across 48 regional stations from today. Kate Ritchie, Tim Blackwell and Marty Sheargold, who won the Best On-Air Team (Metro FM) trophy for the second year running at the 2017 Australian Commercial Radio […]

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne
  • Campaigns

Over 50s Insurer Apia Unveils New Work Via DDB Melbourne

Apia takes a look at the real-life, relatable moments over 50s experience with its new campaign via DDB Group Melbourne. For 30 years Apia has been designing products and services for Australians over 50. This new Home Insurance, Health Insurance and Multi-Policy Discounts campaign aims to speak to people in a way that’s refreshing, relatable […]

Facebook Makes Another News Feed Change
  • Media

Facebook Makes Another News Feed Change

Social media behemoth Facebook has announced its second major update for News Feed to make sure the news people see, while less overall, is high quality. This week, Facebook announced that the platform will launch a small test in the US focused on prioritising news from publishers that users find trustworthy. Facebook is also exploring ways […]

Domain Boss Antony Catalano Exits
  • Media

Domain Boss Antony Catalano Exits

Mystery surrounds Domain boss's surprise exit, although the Mystery Machine nor a talking dog not spotted at Fairfax.

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival
  • Media

PHOTOPLAY Offers A Ghost Train Ride Like No Other At Sydney Festival

Jasmin Tarasin, director at boutique production company PHOTOPLAY, is inviting invites audiences to take a trip through the inner-workings of the mind in ‘Ghost Train’, her latest multi-sensory VR project set to feature at this year’s Sydney Festival. Working in collaboration with musician and co-creative director Jonnine Standish, Tarasin’s uniquely immersive ‘Ghost Train’ is a […]

March One To Rebrand Fundraising Institute Australia
  • Marketing

March One To Rebrand Fundraising Institute Australia

Independent advertising and branding agency March One has been appointed to oversee the rebrand and repositioning of Fundraising Institute Australia (FIA). FIA is the national peak body representing professional fundraising in Australia. It was established to advance advocacy and professional standards, and has identified the need to better promote its role as the industry self-regulator, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]