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.
