Destinations Australia, NZ & South Pacific

Tourism Australia Wants to Be the Nation’s Storyteller

Excerpt from CMO.com.au

Jun 20, 2014 9:30 am

Skift Take

Tourism Australia has been one of the most progressive tourism boards worldwide, and storytelling as its new mission is a smart way to think about reinventing itself in a digital age.

— Rafat Ali

Report: Social Media Customer Service in the Travel Industry


Tourism Australia CMO, Nick Baker, and CIO, Dave Rumsey, have redesigned the Australia website to bring in news-style content and make greater use of social media …

In addition, the executives have played with Oculus Rift and are interested in how virtual reality (VR) technology might be used to share Australia’s highlights with the world.

Tourism Australia wants to be “the nation’s storyteller,” said Baker. “If we can make our story more compelling, if we can give [the media] more visuals to make it great, and if we can give them already well-written content that they can shape and form and understand a story … maybe they’ll write about it,” he said.

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