With the largest social media following in the world as a tourism destination – 17 million – an international advertising blitz in the wings and the expansion offshore of a new customer experience (CX) and post-cookie ID platform trial, Tourism Australia’s CMO Susan Coghill and team have a billion dollar fight on their hands. How do you attract tourists, competing against governments the world over throwing everything at kickstarting decimated tourist economies – and travellers eschewing long-haul flights? TA has a potential head start on first party data-driven CX designed to pass muster in a post-privacy, post-cookie world but it’s got to build and convert intent first. There’s $60 billion at stake for the Australian economy, and hundreds of thousands of livelihoods in every state counting on Tourism Australia to pull every lever at its disposal. The early indications are positive. CMO Susan Coghill unpacks the early roadmap.

With the largest social media following in the world as a tourism destination &ndash; 17 million &ndash; an international advertising blitz in the wings and the expansion offshore of a new customer experience (CX) and post-cookie ID platform trial, Tourism Australia&rsquo;s CMO Susan Coghill and team&nbsp;have a billion dollar fight on their hands. How do you attract tourists, competing against governments the world over throwing everything at kickstarting decimated tourist economies &ndash; and travellers eschewing long-haul flights? TA has a potential head start on first party data-driven CX designed to pass muster in a post-privacy, post-cookie world but it&rsquo;s got to build and convert intent first. There&rsquo;s $60 billion at stake for the Australian economy, and hundreds of thousands of livelihoods in every state counting on Tourism Australia to pull every lever at its disposal. The early indications are positive. CMO Susan Coghill unpacks the early roadmap.

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI).

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week...

Mi3 Audio Edition

A weekly wrap of the “must-know” developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)

  For more episodes download the free LiSTNR app.

A weekly wrap of the &ldquo;must-know&rdquo; developments in Marketing, Media, Agency and Technology for leaders and emerging leaders in the industry. Veteran industry journalist and Mi3 Executive Editor Paul McIntyre talks each week with guest marketers who are in the know on what matters at the nexus of marketing, agencies, media and technology. Powered mostly by Human Intelligence (HI)
&nbsp; For more episodes download the free LiSTNR app.

Tourism Australia CMO Susan Coghill: Search volumes up 160%; Times Square, Piccadilly Circus billboards spearhead Oz ad blitz; Local CX, unique ID trial expands to UK, Singapore for post-cookie travel crunch

Advertisement