Kathryn McCann appointed Tourism Tasmania marketing director
Tourism Tasmania has hired a new marketing director, Kathryn McCann.
The announcement:
Tourism Tasmania’s CEO, Tony Mayell yesterday announced the appointment of Kathryn McCann as the new Director of Marketing for Tourism Tasmania.
Mr Mayell said he was thrilled to be welcoming Ms McCann back to Tourism Tasmania into this key leadership role.
“Kathryn will be well known to most people in the tourism industry here in Tasmania, and also has strong business relationships beyond our state. She is highly regarded by key industry stakeholders, and of course understands the local operating environment and the commercial challenges faced by tourism operators,” said Mr Mayell.
“With an even greater focus on how we market the state, the position of Marketing Director is a key leadership role. It requires somebody with not only a strong passion for the state and comprehensive industry knowledge, but somebody with the energy, drive and commitment to develop and implement a new brand strategy.
“Kathryn delivers on every front, and I think I speak for all at Tourism Tasmania when I say that I am looking forward to working alongside her to reposition the destination and motivate a new and vibrant team,” concluded Mr Mayell.
“With the valuable experience I have gained in my position as General Manager at Hobart International Airport, I am now looking forward to returning to Tourism Tasmania”, said Ms McCann.
“The current operating environment is tough, but there are some clear deliverables I will be focused on to ensure that Tasmania has the greatest opportunity to compete and succeed in the tourism and travel market.
“The timing is right for me, and with the current organisational restructure at Tourism Tasmania I believe this is an opportune time to take a fresh approach to how we position the destination to potential visitors. It is a time to reinvest in and reinvigorate the partnerships we have with operators and stakeholders in Tasmania, and to ensure that together we develop clear strategies and take appropriate action to fulfil those strategies,” she said.
“My challenge and immediate priority is to develop a clear brand strategy that gives Tasmania the opportunity to engage with consumers, the tourism industry and distribution partners in a meaningful way that drives visitation to the state.
“That, after all, is the bottom line – attracting more visitors to the state by motivating consumers to visit Tasmania and providing a seamless experience from booking to experiencing Tasmanian product.
“With regard to the next major marketing campaign, planning is underway and I will be working with the team, the industry and distribution partners to ensure that activity is timely and in response to market research,” continued Ms McCann.
“There is no question that Tourism Tasmania and Tasmania as a destination requires a contemporary and integrated approach to marketing, and my focus is to ensure that all marketing and communications are integrated across a range of channels reaching the right audiences.
“Traditional marketing channels will be considered as will all other channels including online and social media, public relations and distribution partnerships. It is my responsibility to ensure that all activity will be responding to market research to achieve the best possible results.
“In addition to the campaign and brand management elements of the role I will also bring a high level of expertise to the issue of access – getting people to and from Tasmania. Access is undoubtedly a key factor to the success of Tasmania, and not only from a tourism perspective but from a broader economic and social perspective.
“I will be using my skills in this area to assist in developing a cooperative approach to access development (air and sea) and working with current and potential carriers to develop business cases for long-term, sustainable access growth.
“I am looking forward to joining a bright, energetic and motivated team at Tourism Tasmania alongside a passionate industry. The environment is tough, but we have a great opportunity to implement change through partnership,” concluded Kathryn.
Kathryn McCann comes to Tourism Tasmania with broad experience across a range of industries, most recently in the important access sector. As General Manager at Hobart International Airport she worked directly with the business owners Macquarie Group and Retirement Benefits Fund.
She has a strong network in the local, national and international tourism and travel industry and has a proven track-record in building relationships and partnerships – influencing key partners to engage and invest in Tasmania. This experience will be vital in the development and long-term implementation and management of a marketing strategy for tourism in the state.
Prior to her role at Hobart International Airport, Kathryn was Manager Major Partners at Tourism Tasmania, Project Manager in Export Marketing at Department of Economic Development and before that worked for the ANZ Banking Group in Relationship Marketing, Personal Banking and Wealth Management.
Kathryn is currently a Board Member of the Tourism Industry Council Tasmania, the peak body representing and acting for the Tasmanian tourism industry. Kathryn has also been a Board Member of Hobart’s Regional Tourism Association and participated in a number of other committees and groups with responsibility for marketing and promotional activities in Tasmania.
Kathryn is expected to take up her new appointment in the New Year.
