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

4 key findings on the state of B2B marketing

The ​2016 B2B Marketing Outlook Report​ was recently published by Green Hat in conjunction with ADMA for the sixth consecutive year. It highlights the most significant trends from 2015 and shows B2B marketers what’s in store for the year ahead.

Andrew Haussegger

Co-founder and CEO, Green Hat

Why app engagement must be personalised

Research from Nielsen late last year reported Australian smartphone users over the age of 18 spend 33 hours per month in apps, and a mere four hours per month in browsers. But what does it take to actually maintain an app customers will engage with?

Rob Marston

Head of Airwave, A/NZ

Customer experience investments more vital than ever

The global commodity slump has hit Australia in the last few months. Companies that obsess over these developments might be tempted to cut spending on customer experience (CX) programs. Here's why that's a a terrible idea.

Harley Manning and Thomas McCann

Research leaders, Forrester

I hope this trickles down to job opportunities and more analytics based careers on the government.

Ale Xandra

Australian Open details data analytics improvements driving digital fan engagement

Read more

what does this article means when it refers to "elocker technologies" ? Thank you. I am not sure what this is,M

Martin W. Jordan

Adelaide Zoo deploys iBeacon technology to enhance visitor experience

Read more

Now you make creative Facebook ads

Mike Smith

Why AAMI turned to Facebook mobile and segmentation to drive brand favourability

Read more

Rob - great article. Here at Pure Oxygen Labs we could not agree more. When considering retail mobile apps deep linking is woefully unde...

Scott

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

Project Leader?? Kim Portrate is one of the most ineffective leaders I have ever had the displeasure of meeting. She single-handedly cost...

Anonymous

Helloworld scraps CMO role

Read more

Latest Podcast

More podcasts

Sign in