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 newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

3 ways customer data can increase online sales conversion

Data has been an increasingly critical factor in improving the efficiency and effectiveness of marketing and business operations.

James Bennett

Chief experience officer, Kalido

Our sharing future is both terrifying and exciting

Discussing the future in a realistic fashion is often a disappointing prospect. For all the talk of hoverboards, jetpacks and lightsabers changing the way we do things, the reality tends to end up being something as mundane as a slightly cheaper way to get around the city.

Jason Dooris

CEO and founder, Atomic 212

Queue experiences that are distinctive, memorable and shareable

Customer service that’s quick, easy and convenient has been shown to boost customer satisfaction. So it’s an odd juxtaposition that customer queues have become a sharable customer experience.

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Thanks for the article Jennifer, you raise some interesting points. The supermarket and shopping centre examples particularly struck a c...

Jill Brennan

Why marketers should take note of social robots

Read more

Winning the retail game is really tricky at this point in time. Many retailers have declared themselves as bankrupt. But yes harnessing t...

Vanessa.M.Magers

​Bricks and clicks: Balancing digital and physical to win the retail game

Read more

Excellent article, Thank you.

Steve Beards

How Aprimo hopes to help marketers tackle distribution of content, funds and data

Read more

Latest Podcast

More podcasts

Sign in