Don’t use virtual reality if your product is dull, warns Tourism Australia marketing chief

Brands considering the use of virtual reality (VR) in their marketing have been told to ditch the idea unless they have an interesting product to sell.

Ronson: ‘Yes, it’s new technology but people need to be compelled and they need to be engaged.’

Tourism Australia chief marketing officer Lisa Ronson said some brands are exploring VR in the mistaken belief that consumers will be engaged by the technology.

But what lies at the heart of a successful VR strategy is the product and content, she said.