Tourism Australia ramps up content; appoints two agencies

Sarah Homewood
By Sarah Homewood | 28 July 2016

Following a competitive pitch, Tourism Australia has appointed Fairfax Media's content studio Made and Sydney content agency Storyation to help the brand evolve its content offering.

The winning duo beat out local and global agencies, publishers and content providers to secure the task of updating the content on Tourism Australia's website.

For the project, Made's initial remit is to evaluate up to 800 pieces of content on the site then create and curate relevant content to fill any gaps and “capitalise on opportunities”.

Storyation will assess the needs of audiences in Tourism Australia’s global markets and help localise content for different regions.

Tourism Australia’s general manager of digital transformation, John Mackenney, says that the business is undergoing a digital shift and partners such as Made and Storyation will help the it moving forward.

“Made and Storyation bring new skills, attitudes and approaches to content. The work they’ve each done in the travel space is impressive. They get our brand and understand the role that compelling content plays in influencing travel decisions,” he says.

Fairfax launched its content studio in February 2015, with the publisher hoping to share its content secrets with brands.

Made's managing director Simon Smith says: “We are excited to be working with Tourism Australia as the doorway to the nation and to use content to create a premium experience to inspire consumers to learn more about Australia and motivate them to book their next holiday to Australia.”

Tourism Australia has been in a process of digital transformation for some time, with the business revealing earlier this year it had done a data swap deal with Virgin Australia.

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