Episode Eight: Susan Coghill, Chief Marketing Officer, Tourism Australia

Tourism Australia CMO Susan Coghill has a plan to rebalance the overreliance on China, to prime the UK and Europe to visit when borders reopen, and to keep the airlines from going bust in the meantime, all while getting Australia, and maybe New Zealand, to venture forth and spend.

“As an island continent, you can’t drive to Australia. So we need to make sure that the airlines who have stopped service, or significantly reduced service at the moment, are able to rebuild their business, rebuild capacity and VFR, the friends and relatives coming back down and visiting their family here, will help fill those seats.”

“But what I can say is, we’re doing everything we can to make sure that we’re planning out our marketing activities, such that we have that presence, we are visible, we are priming the market. We’re staying relevant, driving that awareness, and as soon as the borders are open, we’re able to shift and turn on that marketing that will drive conversion, and bring those travellers back as quickly as possible.”

Read the Deep Dive article on Mi3:

Tune in for the next episode from NRL’s Peter Jarmain:

For further information on this series please contact Emma Logan l Director of Member Engagement & Events l emma.logan@aana.com.au

The Leadership Series is a 9-part weekly interview series where we hear from senior industry leaders on critical topics to drive business performance in the new economic reality. We explore various new approaches and thinking that will enable marketers to adapt and succeed with their own businesses.
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