Marketing in a crisis: lessons from Tourism Australia
2020 has been a challenging year, but Storyation co-founder Lauren Quaintance looks at just how challenging it has been for client Tourism Australia.
Here we are at the end of the worst year any of us can remember and it’s more than likely that right now you are being inundated with earnest posts about what our industry can learn from this annus horribilis.
You’d have to say that Tourism Australia’s CMO Susan Coghill has had a harder year than most. Last December her first international campaign as CMO – the Matesong campaign in the UK featuring Kylie Minogue – was unceremoniously pulled after 22 days due to the negative impact of global media coverage of the bushfires.
In 2020 Tourism Australia has endured three “once-in-a-lifetime disasters” – the bushfires, international border closures and state border closures – which have all but decimated the tourism industry.
