Telling a new Australian story: Tourism Australia shares its marketing technology transformation

Tourism Australia's CIO explains how the decision to invest in a new content management system has led to a digital transformation across the tourism body

It was while he was looking for a new Web content management system to improve Tourism Australia’s online offering that CIO, David Rumsey, realised a much wider digital transformation was needed.

“Content is what we are all about – telling stories, sharing images and building our ability to craft that content to tell the story of Australia,” he says. “We knew Web content management was therefore going to be important.

“But as we started to expand our thinking, we want to understand how that content would perform, so analytics came into play. We also wanted to schedule content across all our digital channels, so social came into consideration because it’s a massive play for us and for tourism in general. We wanted to bring that deep engagement and reach in those social channels back to our owned platform, Australia.com.”

Register or Login to continue

This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CSO, CMO, Computerworld, and PC World.

[[ message ]]
Or
[[ message ]]
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in