“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.
To see previous MediaTV interviews, click here.
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