Susan Coghill is the Chief Marketing Officer of Tourism Australia. Susan and her team have just launched a new campaign with their agencies M&C Saatchi, UM, Digitas and many more. They are spending $125M over two years in an attempt to get tourism numbers back to pre-pandemic levels of about nine million visits per year.

In this episode, we discuss:

- How the campaign came to be

- Some of the science in the campaign, especially the distinctive brand assets it deploys, and

- How Tourism Australia selects its agency partners.

You can find the campaign “Come and Say G’Day” here: https://www.tourism.australia.com/en/resources/campaign-resources/come-and-say-gday.html

You can find Susan here: https://www.linkedin.com/in/susancoghill

**

🔥 Strategy classes: http://www.sweathead.com

✉️ Newsletter: http://eepurl.com/dscjW5

📸 Instagram: http://www.instagram.com/sweathead

🔊 Podcast & other links: https://znap.link/sweathead

Sweathead is a support group for strategists and account planners around the world.

We host conferences, online courses, live events, and podcasts. We also train companies.