Tourism Australia moves away from demographics-based marketing

Tourism Australia has moved beyond appealing to broad demographics with a new focus on the “behavioural characteristics” of potential visitors.

Speaking yesterday at an event hosted by the Australia-Israel Chamber of Commerce, John O’Sullivan, managing director of Tourism Australia, told the audience how demographic-based marketing has become a thing of the past.

John O’Sullivan Source: Tourism Australia

“We were traditionally based on demographics, but we’ve moved that away now to far more behavioural characteristics of the consumer offshore, because even if you’re the same age, earning the same income, living in the same city, it doesn’t mean that you’ve got a preference or an inclination to travel long haul, which is the customer we’re looking for,” he said.

He added: “We’re using first and second party data a lot more aggressively, and we’re seeing leads being handed off to the travel industry of increasing upwards of 300% when we get that right.”

O’Sullivan went on to speak about how technology has been a key area of focus for Tourism Australia’s marketing efforts.

“We really try and put Australia in the hands of consumers and travel agents using virtual reality, so 360 degree technology to really address that tyranny of distance and that experience around the country,” he said.

“We know that from our research once someone’s been here, they have a completely different perception and increased inclination to repeat visit.”

In line with its efforts to appeal to its younger customers, Tourism Australia recently launched a partnership with Buzzfeed to send eight young European travellers on a three-month road trip around Australia.


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