By its very nature, tourism brands are a funnel to local products and services and aren’t often selling products themselves. With consumer journeys becoming easier to track, the role of tourism brands is moving front and centre, instead of being the middle man.
For Brent Hill, executive director of marketing, South Australian Tourism Commission, data has helped connect and track the ROI of tourism marketing, while also create new creative opportunities by unearthing interesting new insights.
In terms of ROI, Hill says tourism marketing was more like guesswork before the impact of activity became easier to track.
“We don’t Read full story ›
Source: The Drum