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InTransition Podcast


Presented by David Pembroke of contentgroup, InTransition is a weekly podcast dedicated to the practice of content communication in the public sector. Every week David interviews leading experts in public sector communications from policy makers, to agencies with government clients, to journalists and technical specialists. The world of communications is changing, be part of the transition.

Apr 16, 2018

Lisa Ronson is the Chief Marketing Officer at Tourism Australia. With extensive history in marketing, Lisa brought a unique approach to her position after working alongside national and international brands. This includes Carlton & United Breweries, Visa, David Jones and Westpac.

At the start of the year, Tourism Australia disguised a movie trailer for a Crocodile Dundee reboot as the launch for the next tourism campaign. Aiming to target high-end consumers in the USA, Lisa takes us behind the scenes of getting the $36m project off the ground and what the future holds for Brian Dundee.

Discussed in this episode:

  • National branding and marketing Australia
  • Value behind building personas
  • Tracking audiences and putting them at the heart of planning
  • Tourism Australia shifting focus from southeast Asia consumers to US
  • The results of the campaign – 250,000 mentions on social media, and more
  • What happens next to Brian Dundee

Watch the trailer here. And watch the ad here.

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