Skift Take
Tourism Australia is leading the industry in marketing practices, which means it must continually innovate on its most successful campaigns and test new ones to find what sticks and gets travelers to commit to the often long-distance journey down under.
Editor’s Note: Skift is publishing a series of interviews with CEOs of destination marketing organizations where we discuss the future of their organizations and the evolving strategies for attracting visitors. Read all the interviews as they come out here.
This continues our series of CEO interviews that began with online travel CEOs in Future of Travel Booking (now an e-book), and continued with hotel CEOs in the Future of the Guest Experience series (which is also an e-book).
Tourism Australia is one of the highest performing destination marketing organizations in the world. It has million of engaged followers across social media, has introduced contests and campaigns copied by dozens of others, and works alongside destinations from states to towns within the country for a coordinated marketing message.
As of the best in the industry, we were excited to speak with Tourism Australia managing director John O’Sullivan about how the organization overcomes challenges, measures the ROI of its campaigns and what it’s learned from its social media efforts.
An edited version of the interview can be read below:
Skift: Last year Tourism Australia launched the food-themed campaign Restaurant Australia. Both the country and its individual destinations have actively promoted Australian cuisine and chefs. What a
