Breaking into the US market: How Tourism Australia tackled its conversion problem #Marketing @MondoPlayer [Video]

Cristian WorthingtonCristian Worthington Twitter, FeedToPost

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Tourism Australia had a clear conversion problem. While Australia was often on the bucket list of destinations to visit for North American consumers, many weren’t quick to hop on a plane to travel the distance. And even if they did, sometimes the brand lost out to markets such as Japan. On...

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Tourism Australia had a clear conversion problem. While Australia was often on the bucket list of destinations to visit for North American consumers, many weren’t quick to hop on a plane to travel the distance. And even if they did, sometimes the brand lost out to markets such as Japan.

On stage at the Adobe Digital …

It is all about having great creativity with clear purpose.

“For us the purpose was to tackle the conversion rate and make Australia the most desirable destination in the world,” he said. To tackle this issue, the lean marketing team at Tourism Australia decided to create a campaign with a movie like experience, staring none other than Hollywood star Chris Hemsworth (most famous for his Marvel movie character Thor) and Paul Hogan in a mock

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