Tourism Australia has appointed Fairfax Media’s brand and content studio MADE and Sydney content agency Storyation to assist in a major project to evolve content on its australia.com website.
The appointments follow a competitive local and international tender process that involved agencies, publishers and content providers. Tourism Australia’s general manager digital transformation, John Mackenney said that the newly formed content partnership would enable it to better tell Australia’s tourism story.
“Like many industries, Tourism Australia is undergoing a digital transformation and we need partners who are able to support us in that exciting journey. MADE and Storyation bring new skills, attitudes and approaches to content. The work they’ve each done in the travel space is impressive. They get our brand and understand the role that compelling content plays in influencing travel decisions,” he said.
MADE’s initial remit is to evaluate up to 800 pieces of content on australia.com, then create and curate relevant content to fill any gaps and capitalise on opportunities.
As well as developing editorial guidelines for Australia.com, Storyation will assess the needs of audiences in Tourism Australia’s global markets and help localise content for different regions.
MADE managing director, Simon Smith, said: “We are excited to be working with Tourism Australia as the doorway to the nation and to use content to create a premium experience to inspire consumers to learn more about Australia and motivate them to book their next holiday to Australia.”
Storyation’s commercial director Mimi Cullen said the agency was pleased to strengthen their existing relationship with Tourism Australia with this exciting project. “We’re looking forward to playing a part in the next evolution of Australia.com and playing a part in making Australia the most memorable and desirable destination on Earth.”