ASIA-PACIFIC - General manager of Tourism Australia in Southeast Asia and the Gulf region Maggie White says that, as the group's marketing strategy shifted toward digital in 2009, focus on TV advertising waned, though print is still a key marketing platform.
In the interview, which is the third in a series examining travel and tourism brands' marketing strategies, White says the release of Baz Luhrmann’s film Australia helped accelerate Tourism Australia’s digital activity as the movie sharpened global audiences’ interest in Australian travel, culture and information.
“We’ve obviously moved into Facebook, social networking, social media, but primarily our activities were obviously around Australia the movie,” she says. “There was a lot of online activity there and what we’ve seen of course is that now hits to our website have certainly increased significantly over the past 12 months, so most of our call-to-action is actually driving activities to our website.”
The full MediaTV series, which will conclude next week, aims to explore brands’ marketing strategies in the digital age. Prior interviews in the series featured interviews with chief marketing officer of the Mandarin Oriental Hotel Group Michael Hobson and general manager of Zuji Hong Kong Charlie Wong.
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