Tourism Australia CMO Susan Coghill Discusses Australia’s New $125M Campaign “Come and Say G’Day”

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

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