Tourism Australia marketing boss Lisa Ronson outlines strategy in first public address
New Tourism Australia chief marketer Lisa Ronson has pledged to develop the digital and social marketing focus started by her predecessor as she revealed that coastal scenery would become a central theme to the agency’s promotional activity.
In her first public address since taking over from Nick Baker last month, the former Westpac marketing boss said it was time to re-establish the strength and appeal of Australia’s aquatic and coastal areas.
Other destinations including California and Hawaii have closed the gap on Australia in terms of their coastal offering and it was time to step up the marketing of Australia’s beaches and ocean attractions.
Key to that has been Tourism Australia’s partial funding of a three-part documentary on the Great Barrier Reef narrated by iconic natural history presenter David Attenborough.
As this is about Australia a strong call to action is key to a successful campaign.
For the Great Barrier Reef I therefor suggest an Aussie classic that never gets old, or boring, or annoying: “Hurry, limited time only”.
More kangaroos
Good luck in the new role Lisa.
Nick has tough shoes to fill but I’m sure you’re up to it.
Just a thought….if the digital experience is too good, will that actually mean that people won’t want to come because they’ve already experienced it “virtually”?
People are able to live so many aspects of their lives vicariously through smartphone technology, why not vacations?
Total Recall anyone?
Oh God help us!
It’s a ‘Paddy Air Raid Siren I hear!’
Take cover from the imminent barrage of name-dropping, bizarre nicknames we are supposed to know and the comprehensive career resume updates.
This man will do anything to bomb you into submission and buy his rego plates.
LOL!
@Toothpaste… fantastic work, I hang for your Paddy responses!
Hey toothpaste salesman, do you do brushes as well?
@toothpaste @Dr Zaius come out from behind your bizarre nicknames and let’s trade barbs face to face…..
And I don’t give a flying @#$% whether you buy my plates or not because plenty of other people already are thanks.
Hi Paddy,
Sorry, I’m to busy conferring with Bonzo (Maxus, 1998) and Jezza (UM, 1990).
Cheers
Dr Z
For pity’s sake! Bonzo and Jezza, break off and give us air cover! We’re being Paddy-Bombed back to the Stone Age here!
Sorry Dr Z, I’m none the wiser – never heard of any of you!
Would the person(s) who have hacked into my mumbrella feed please stop immediately! This is damaging my personal brand and I may have to take legal action to prevent it continuing.
Thank you.
Paddy
@The real Paddy
If that is really the case. Go get em.
Top of the wish list but 10th in actual visitations? There’s a trap here for beginners dealing with the Chinese. When Chinese make lists they put the preferred option at the bottom, say number 10, and the least preferred option at the top – numer one. A cultural thing to be aware of – particularly in reseach. We recently blasted a fundraisng campaign to a mainly Chinese target, with a list of 10 giving amount options. We put the smallest amount at the top decreasing down to $2,000. It’s a subtle thing that can yeild excellent results. Hope that helps.
While NZ branded its tourism image as Purity, European countries went for culture, the US went for multi possibilities, what AU is going to position itself uniquely in the market? There’s nothing like Australia defo need to change to something more interactive.