This week the marketing heads of Tourism Australia and Tourism New Zealand join the conversation as we look at how they changed tack, kept the brand lights on globally and what to expect from tourists in the future.
The travel industry has been one of the hardest hit by 2020's disruption, and in this conversation TA’s Susan Coghill and TNZ’s Brodie Reid come together for the first time to discuss how they’ve adapted to talking to domestic audiences, are keeping the interest of travellers and how they have created campaigns despite lockdowns.
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They are joined in the discussion, led by AdNews publisher Assia Bendmedjoub, by Facebook ANZ’s head of travel Paul Nahoun. They look at what the future holds for the travel industry, with tourism responsible for a large percentage of Australia and New Zealand’s GDP in 2019.
In the fascinating discussion they discuss:
- Changing direction when border restrictions went up, and finding insights on new audiences
- How they’re helping the industry adapt and adding value to their businesses
- Working to change the mindset of domestic travellers from ‘flop and drop’ to behaving like they would on overseas trips
- How travellers are likely to behave into the future and what may drive their choices
- How TA managed to create its latest campaign despite its stars, Hamish Blake and Zoe Foster-Blake, being in lockdown
- How social listening helped TA track changes in audience sentiment to roll the campaign out empathetically
- The lessons they’ve learned in 2020 which they will take forward
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More about the panel
Susan Coghill, Chief Marketing Officer, Tourism Australia
As Tourism Australia’s Chief Marketing Officer, Susan is responsible for driving the organisation’s global marketing strategy, ensuring that Australia’s tourism marketing efforts continue to cut through in the competitive international marketplace. Having joined Tourism Australia in 2017, Susan led the creative development for campaigns such as Dundee and Undiscover Australia. Susan was promoted to the role of Chief Marketing Officer in May 2019 to lead the Global Marketing team in creating and developing brand assets for innovative campaigns such as Matesong with Kylie Minogue and the domestic Holiday Here This Year campaign.
Brodie Reid, Director of Marketing, Tourism New Zealand
Brodie was appointed to the Director of Marketing role in September 2019, after previously leading Tourism New Zealand’s Global Brand Content team for two years. She is responsible for driving the global marketing strategy across multiple disciplines including PR & major events, brand and content, trade marketing and insights to drive the 100% Pure New Zealand destination story.
Brodie comes from a background in advertising, formerly working at Colenso BBDO and Saatchi & Saatchi in Auckland, and before that multiple agencies in London over the last 15 years. She has also worked with brands such as Heineken, Toyota, Air New Zealand, Coca-Cola, Westpac, Nestle, Kraft and O2, and is driven by a passion for creativity through consumer driven insight.
Paul Nahoun, Head of Travel, Facebook
Head of Travel at Facebook ANZ, Paul partners with Tourism and Travel organisations to more effectively reach and drive business results with the people that matter most to them. Leveraging the latest “new normal” traveller behaviour insights in combination with innovative creative, audience and attribution solutions, his team helps their partners build brand, increase sales, and grow loyalty across Facebook’s Family of Apps and Services.
More about the Future Now series
Upcoming episodes in the fortnightly series will dive into a range of categories, honing in on the retail revolution, how art and science stack up in consumer goods brand building, and the big questions in the worlds of technology, finance and travel.
Watch Episode 1: What Just Happened? Here
Watch Episode 2: Heart or Head? Here
Watch Episode 3: What Next for the Disruptors? Here
Watch Episode 4: Can you Take on Offline Experience Online? Here
Watch Episode 5: What Makes a Great Subscription Business? Here
So if you’re in the business of marketing, media or advertising, this is the series you can’t afford to miss over the coming months. Stay up to date with the latest here.
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