Travel Marketing Summit: ‘Boring is a waste of space’ – Emily Taylor and Cam Blackley on challenging marketing’s conservatism

Boring advertising is a waste of space, and for travel marketers in particular, it’s never been more important to create work that is more inspiring than the destination itself, according to the Bureau of Everything’s founders, Emily Taylor and Cam Blackley.

Kicking off Mumbrella’s Travel Marketing Summit on Thursday, the creative and strategy partners challenged the “creeping conservatism” seeping into travel and tourism marketing.

Across the board, Taylor said she has noticed more conservatism in marketing, saying it’s something everybody is struggling with at the moment. As the creative and strategic leaders behind Tourism Australia’s highly successful ‘Come and Say G’Day‘ campaign, Taylor said she and Blackley also grappled with it.