B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • News Corp
  • Married At First Sight
  • NRL
  • Cairns Hatchlings
  • Channel 10
  • Anthony Albanese
  • oOh!Media
  • WPP
  • Special
  • Thinkerbell
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Tourism Australia Launches Australia.Com After 18 Months’ Work
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Tourism Australia Launches Australia.Com After 18 Months’ Work
MarketingMedia

Tourism Australia Launches Australia.Com After 18 Months’ Work

Rebecca Tilly
Published on: 12th March 2015 at 11:36 AM
Rebecca Tilly
Share
5 Min Read
SHARE

Tourism Australia has launched the first iteration of the new www.australia.com as part of a major digital transformation program aimed at inspiring more people to plan and book Australian travel experiences.

This new site marks the beginning of TA’s digital transformation.

The culmination of more than 18-months’ work, the site is designed, developed and executed by creative technology agency DT, part of STW. It has a range of innovative features, agile publishing capabilities, personalisation strategies and best-practice user experience, reflecting a new digital vision for the leading tourism organisation.

It also incorporates a new crowdsourced, time-lapse creative feature on the homepage showcasing the best of Australia, entitled ‘Chase the Sun’.

DT partner and strategy chief Tim Evans said that through simple, timeless design principles, and tools to create engagement and personalisation, the new look Australia.com is a fully-responsive site available on all devices in 11 languages, suitable for multiple markets.

“Today, the connected traveller is seeking both inspiration and information from a single, authentic source. We found that the majority of our audience was turning online before they’ve decided where, or how they’ll travel. And as the needs of the new traveller have changed, so too did Australia.com,” he explained.

“The result is a site for both travellers and operators to connect, share stories, discover inspiration, find information, and take the next step in planning Australian travel experiences.”

To develop the strategic approach, DT worked with TA for more than six months to define the vision and develop the model. Research was then undertaken in conjunction with TNS to gain a deep understanding of the habits of travellers in both Western and Eastern markets, and how they seek travel information online.

Nuances of various regions were then identified and utilised in the personalisation strategy used in the development of the site, along with the unique ‘Chase the Sun’ creative platform to generate user content. A team of talented local photographers captured a time-lapse of the sun rising in various sites across Australia to develop a unique, interactive film, which opens the homepage. Inviting travellers to explore some of Australia’s most exciting destinations, it creates not just a visual engagement tool but also an ongoing platform to crowdsource portraits of Australia.

Rapthi Thanapalasingam, head of digital at Tourism Australia, said of the approach: “The new Australia.com couldn’t just be a tweak of the current site – it had to be a completely new experience. And to succeed, we wanted to benchmark ourselves beyond the tourism category. This entirely new site needed to respond to the major trends that were changing our world – big content, data, collaboration and co-creation.

Brian Vella, CEO of DT, said the agency are “really proud of the platform and extremely excited about its future”.

“The new site is the first iteration of our vision to provide the best view of Australia to the world. We’ve worked together to install an elegant technology stack, and designed agile publishing workflows that span the globe. It’s a fantastic achievement, and really sets us up for future success.”

DT will continue to work with TA on its digital transformation by re-platforming the organisation’s owned assets onto the Adobe Platform.

Credits:

Agency – DT

  • Strategy – Tim Evans (DT Partner)
  • Technology – Tom Beeby (DT Partner), James Rintoul (Tech Lead)
  • Management – Aditi Naik (GAD), Brian Vella (CEO)
  • Project — Luke Evans (Project Director), Amanda Jacobs (Account Director)
  • Experience Design — Jason Massarotto (Director), Richard Davy (Associate Director)
  • Art Direction — Thierry Guerchet (Senior Art Director)
  • Data & Analytics – Leon Bombotas (Director)
  • Content – Gordon McNenney (Director)

 

Client

  • Rapthi Thanapalasingam, Head of Digital
  • Dave Rumsey, Chief Information Officer
  • John MacKenney, Chief Financial Officer

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Clemenger BBDO Sydney, Sotfball Campbelltown Inc.
Share
Rebecca Tilly
By Rebecca Tilly
Follow:
Rebecca Tilly is a strategic communications specialist with more than 27 years’ experience spanning corporate, government, stakeholder and change communications. She is a regular contributor to B&T.

Latest News

Emboldened, Emotional & Inspired – Cairns Crocodiles Masterclass, Presented By News Australia, Tug The Heartstrings
16/05/2025
TV Ratings (15/05/2025): Women’s State Of Origin Game 2 Pulls Nearly Twice The Viewers Of AFL Clash
16/05/2025
Nine Hails “A Great Day For Investigative Journalism” As Ben Roberts-Smith Loses Defamation Appeal
16/05/2025
Keep Left Updates Earned Media Impact Score Platform
16/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?