People’s opinions are a privilege not a problem: Lessons on ‘cycle salience’ from Tourism Australia

Tourism Australia has a fairly enviable role: to make the beautiful Australian beaches, wildlife, weather, and lifestyle look appealing to international holiday-makers.

The organisation has the might of Robert Irwin, who is currently starring in its latest campaign, plus the sheer luck of him booking a high-profile role on the US version of Dancing With The Stars as the campaign kicks off. And did we mention the weather?

It should be an easy role. But, as Susan Coghill, chief marketing officer at Tourism Australia, explains during the opening talk at Mumbrella’s Travel Marketing Summit on Thursday morning, Australia’s tourism campaigns aren’t just competing with other countries for your attention, but with what she calls “the content jungle.”