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.”
Please login with linkedin to comment
After a long few months in lockdown for Sydneysiders, the NSW Premier announced that gatherings of five double-vaccinated people could go ahead in outdoor areas from September 13th. Pernod Ricard’s Rosé Spritz brand ‘Rosie’ is celebrating this by giving away luxe picnics for 100 Sydneysiders throughout the eastern suburbs, inner city and inner west. […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]
Tangram has announced that they have signed a partnership with monday.com. the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based monday.com and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. monday.com […]
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.