Marketers, innovators, and industry experts will meet at Crown Sydney to discuss the latest trends and strategies in travel and tourism.
Coghill, Tourism Australia’s marketing chief, will present a session on how Australia “punches above its weight” on the global tourism stage. Ahead of Tourism Australia’s new “Come and Say G’day” campaign, Coghill will explain how the organisation creates “cycles of salience” and why it is important for marketers to master the “brilliant basics,” especially when budgets are tight.
Coghill’s talk will focus on how Tourism Australia uses local market insights, traveller stories, public relations, and social media to compete with other destinations.
Another session will feature a case study from Mudgee Region Tourism. The region has used an “anti-big movement” and a public relations strategy that helps smaller tourism businesses compete with larger, better-funded rivals.
Mudgee Region Tourism’s CEO Beau Kassas and We Scout director Annabelle Jones will share the marketing and PR tactics that have helped boost travel to the Mudgee region.
