Staff Reporters
Dec 7, 2009

MediaTV: Tourism Australia's marketing strategy

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.

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...

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