New takes Tourism Australia to the cutting edge of content, co-creation, data trends

Tourism Australia has launched its new website with DT, the first part of the organisation’s digital transformation program and the legacy of recently-departed former CMO Nick Baker.


Rapthi Thanapalasingam, head of digital at Tourism Australia, explains that the new site aims to benchmark TA beyond the tourism category.

“The new couldn’t just be a tweak of the current site – it had to be a completely new experience. This entirely new site needed to respond to the major trends that were changing our world – big content, data, collaboration and co-creation.”

The site’s innovative features include agile publishing capabilities, personalisation strategies, best-practice user experience and a new crowdsourced, time-lapse creative feature entitled ‘Chase the Sun’, which takes the viewer on a journey across a range of iconic Australian locations from sunrise to sunset. The visual engagement tool also serves as an ongoing platform to crowdsource images from talented photographers.

DT and Tourism Australia have been collaborating on the project for more than 18 months, including six months of defining the vision and developing a model, followed by research with TNS with travellers in both Western and Eastern markets.

The new-look website is fully-responsive, available on all devices and tailored to multiple markets in 11 languages.

DT partner and strategy chief Tim Evans says has changed to reflect the changing needs of travellers and how they seek information online.

“Today, the connected traveller is seeking both inspiration and information from a single, authentic source. We found that the majority of our audience was turning online before they’ve decided where, or how they’ll travel.

“The result is a site for both travellers and operators to connect, share stories, discover inspiration, find information, and take the next step in planning Australian travel experiences.”

To find out more about Tourism Australia’s recent activities, read our in-depth interview feature with former CMO Nick Baker, Nick Baker: the exit interview. launches with a call to chase the sun from DT on Vimeo.


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Michelle Herbison
BY Michelle Herbison ON 12 March 2015
Assistant editor, Marketing Magazine.