Marketing Dividends: Tourism Australia CMO on competition, content and attribution

Daisy Doctor
By Daisy Doctor | 17 February 2017

In the latest episode of AANA's Marketing Dividends, chief marketing officer of Tourism Australia Lisa Ronson discusses attribution, the role of content marketing and reveals the way social media and data are aiding the boost in tourism.

Ronson, who is joined by MEC CEO James Hier and deputy business editor at Sky News Business, Nadine Blayney, mentions how after a series of successful international campaigns total visitors year-on-year is on the up.

“In the past year alone we’ve generated $98.6 billion in tourism expenditure which is an increase of about 7.5 % on the year prior,” Ronson says.

“It is our joint industry goal to get to at least $115 billion annually in tourism expenditure by 2020. Based on the current Tourism Research Australia forecasts, we’re looking like we will comfortably reach this target.”

Ronson also noted the proliferation of social media, specifically how user-generated content has assisted the country's tourism boom.

“We’ve got some great examples of how we use this type of content, one being Symbio Wildlife Park. They’ve had 150 million points of engagement through what we’ve shared on our platforms,” she says.

“Visitation to its park has increased 60% as a direct result of what we’ve done.”

Ronson also described the way Tourism Australia uses data to further its advertising reach.
“If you have booked a trip to Australia, we won’t bother serving our “Come to Australia” messages,” Ronson adds.

“Instead, we’ll start serving information like ‘here’s the experiences that you can do when you’re in Australia’ or capital city type messages.”

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