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Tourism

Tourism Australia Deploys Influencers to Overcome Long Flight Stereotype

Dan Peltier

Photo Credit: Lisa Ronson, chief marketing officer for Tourism Australia, spoke in the Skift Take Studio. Skift

Skift Take

There's no way around it – Australia is one of the longest flights someone from the United States or Europe can take. But it's not necessarily the grueling journey many travelers fear, and Tourism Australia is telling them why the flight is worth it.

When we caught up with Lisa Ronson, Tourism Australia's chief marketing officer, she spoke about the explosion of various platforms in recent years that travelers have adopted and how Australia is using those platforms to make the country seem less distant to long-haul travelers. "We're a very aspirational destination but we can be a little abstract for consumers," said Ronson. "We have to make sure we're delivering the right informat

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