Tourism Australia explores news-style content, virtual reality

Oculus Rift could be used to inspire people to come to real Australia, says Tourism Australia's CMO and CIO

The CIO and CMO of Tourism Australia have joined forces to develop innovative storytelling aimed at bringing more visitors to Australia.

Tourism Australia CMO, Nick Baker, and CIO, Dave Rumsey, have redesigned the Australia website to bring in news-style content and make greater use of social media, they said in a session at the Mumbrella360 conference in Sydney. In addition, the executives have played with Oculus Rift and are interested in how virtual reality (VR) technology might be used to share Australia’s highlights with the world.

Tourism Australia wants to be “the nation’s storyteller,” said Baker (right in picture).

“If we can make our story more compelling, if we can give [the media] more visuals to make it great, and if we can give them already well-written content that they can shape and form and understand a story … maybe they’ll write about it,” he said.

With the redesigned website, Tourism Australia “is truly redefining what the site is built to do,” he said. The site will have a newsroom-style structure with content being created, co-created, curated and eventually syndicated into this, and bringing social in.

Also, by collecting data on what specific topics people are engaging with, Tourism Australia will have the opportunity to create content catering to what’s trending, Baker said. In addition, it can share data with partners to produce special deals designed for readers, he said.

For example, if Tourism Australia produced content around an award-winning Tasmanian whisky distillery, it could work with an airline to develop special travel packages for people interested in whisky, he said.

Accomplishing all this has required IT and marketing to work closely, with the CIO heading up a reengineering of the entire website.

Related: Marketing and IT are becoming synonymous, says Suncorp CMO
Ensighten chief: CMO, CIO roles are converging but technology tastes remain distinct

The new Australia.com is hosted in the cloud using Amazon Web Services, he said. Rumsey said he looked for a technology platform that would be easy for the marketing team to use and could be expanded to meet demand.

“The ability to respond quickly, to build quickly is really important,” he said.

Virtual reality could be a future tool for telling stories about Australia and attracting tourism, the two continued. Tourism Australia signed up for the Oculus Rift developer program and recently has tested two of the VR headsets, said Rumsey.

Baker said showing a virtual Australia to people far away might inspire them to visit the real Australia.

“My dream for that is that what they see ... inspires them so much and it becomes so compelling that they feel they need to go into the real world and not just the altered states,” he added. “If I can show people a little bit about Australia, if I can get them to feel this country and see the enormity of experiences and feel like they’re part of it, I think that will help get the message over.”

Adam Bender covers digital marketing and wearable computing for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in