Consumer and trade platforms
Key achievements included support and launch of the new brand campaign Come live our Philausophy across Tourism Australia’s websites and platforms, as well as delivery of digital components of our international and domestic campaigns – Matesong, ICC T20 World Cup, Roadtrips, Holiday Here This Year, and Event Here This Year. In response to the bushfires and COVID-19, the Digital and Corporate Affairs teams developed and launched two new pages on tourism.australia.com. These included data and maps on bushfire and COVID-19 affected areas to keep consumers, trade and the industry up to date with the latest information impacting travel to these regions.
Our dedicated digital program resulted in performance improvements. This included enhancement to audience sharing, reporting and real-time tracking of consumer behaviour and providing insights that were used to refine digital marketing activity. Work also continued on the customer experience strategy and data strategy ‘TAUID’, to improve customer engagement across our web assets. Enhancement of our digital assessment management capability was also undertaken, improving efficiencies. We continued to manage, deploy, support and upgrade key Adobe platforms such as Campaign, Analytics, Experience Manager, Target, Audience Manager and Social. In addition, new capabilities were implemented to support the strategy, Adobe Experience platform, CrowdRiff (a social media tool) and Site-improve (a site intelligence platform).