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Podcast: Sweathead, A Strategy Podcast
Episode: Tourism Australia CMO Susan Coghill Discusses Australia’s New $125M Campaign “Come and Say G’Day”
Description: 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’...