Adelle Clements has built a 15-year marketing career with a focus on travel and adventure, including two stints at G Adventures, departing in 2020 before returning in 2022 as its regional marketing manager for Oceania.
During that time she has led partnerships with National Geographic and the Travel Guides TV franchise, won Travel Weekly’s Marketer of the Year, and watched a passion project nearly break her.
In this week’s Fast 10, B&T’s Greg ‘Sparrow’ Graham spoke with the head of marketing at G Adventures, who credits a gruelling TV production partnership and a hot air balloon ride over the Great Migration as the experience that made her the marketer she is today.
1. You’ve had a brilliant career, from your early days in retail to now, Head of Marketing Oceania for G Adventures. If you had to pick only one, what would be your career highlight so far?
Adelle Clements: Without question, the Travel Guides partnership this past year. It pushed me well beyond traditional marketing and into television production, logistics, operations and partnership management. Although it nearly broke me, I’ve learned an incredible amount and it’s made me a stronger, more well-rounded marketer. Plus, seeing The Great Migration in action from a hot air balloon is something I’ll treasure forever!
2. You boomeranged back to G Adventures, why?
AC: G Adventures holds a special place in my heart that no other employer has been able to replace. The culture, purpose and people make it much more than just a workplace for me.
3. How did your cool marketing partnership with National Geographic happen?
AC: The partnership came together because of a strong alignment in values. Both brands believe travel can be a force for good, creating opportunities for communities and helping tourism become a powerful tool for positive impact. The best partnerships always start with shared values and grow from there. I can’t imagine a better partnership than National Geographic’s legacy in exploration and G Adventures’ community tourism ethos.
4. As a young girl, what did you want to be when you grew up?
AC: I think it changed weekly: astronaut, marine biologist, main character on Home and Away… The usual!
5. You have won a prestigious Travel Weekly Marketer of the Year Award. Does award success drive business momentum?
AC: Absolutely. Awards create energy and momentum within a business. They recognise great work, build credibility externally and inspire teams internally to keep raising the bar. It is always so much fun to celebrate excellence with the team here in Aus and globally… The G team knows how to celebrate!
6. As an industry, in marketing, what’s one thing you would change to make us all better?
AC: I still think we all have so far to go with diversity and representation in marketing. Now more than ever we have an opportunity to amplify diverse voices and ensure we are elevating marginalised groups.
7. Your holiday card is innovative, fun video content. How did it evolve?
AC: At G Adventures, we often say our culture is our brand. The holiday card is an opportunity to showcase the personality, humour and people behind the business rather than creating another piece of destination-focused content. It’s a reminder that what makes us different isn’t just where we travel – it’s who we are and how we show up around the world.
8. What’s the best career advice you’ve been given?
AC: Take the time to learn every part of the business, not just the areas you’re responsible for. The broader your understanding, the more valuable and effective you’ll become.
9. What’s one thing that’s not on your LinkedIn profile?
AC: I’m a complete SCUBA diving addict. If there’s water nearby, I’m probably trying to get under it.
10. Important last question: Do your parents really know what you do?
AC: Hmm, they know I love my job and that’s the most important thing!
