Former James Boags creative to head up marketing at Tourism Tasmania
The co-creator of James Boags’ ‘Who is James Boag?’ campaign will spearhead the promotional efforts of Tourism Tasmania after being named as its executive director of marketing.
Guy Taylor will join the body on August 11, just as the state launches the fourth phase of its ‘Go Behind the Scenery’ ad campaign. He replaces Kathryn McCann who departed in February to take on the marketing role for casino Wrest Point.
He will be chiefly responsible for helping the state hit its target of attracting 1.5 million visitors by 2020.
Taylor has previously worked as a consultant for Tourism Tasmania, where he helped to develop the core tourism brand, in addition to bringing to life marketing campaigns for James Boags, RACT and footwear brand Blundstone.
Tourism Tasmania chief executive John Fitzgerald said the state must “cut through the usual destination marketing clutter” in order to grow tourism numbers.
“Although a record number of visitors are currently coming to the state from interstate and overseas, our market research suggests there is further potential for growth,” he said. “So the position of executive director of marketing will be particularly vital.”
The tourism body is also recruiting for an assistant director of marketing who will report into Taylor.
Steve Jones
