The CIO and CMO of Tourism Australia have joined forces to develop innovative storytelling aimed at bringing more visitors to Australia.
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, they said in a session at the Mumbrella360 conference in Sydney. 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 (right in picture).
"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.
With the redesigned website, Tourism Australia "is truly redefining what the site is built to do," he said. The site will have a newsroom-style structure with content being created, co-created, curated and eventually syndicated into this, and bringing social in.
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Also, by collecting data on what specific topics people are engaging with, Tourism Australia will have the opportunity to create content catering to what's trending, Baker said. In addition, it can share data with partners to produce special deals designed for readers, he said.
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