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Home > Sweathead, A Strategy Podcast > Tourism Australia CMO Susan Coghill Discusses Australia’s New $125M Campaign “Come and Say G’Day”
Podcast: Sweathead, A Strategy Podcast
Episode:

Tourism Australia CMO Susan Coghill Discusses Australia’s New $125M Campaign “Come and Say G’Day”
Category: Business
Duration: 00:43:08
Publish Date: 2022-10-23 20:08:00
Description: Susan Coghill is the Chief Marketing Officer of Tourism Australia. Susan and her team have just launched a new campaign with their agencies M&C Saatchi, UM, Digitas and many more. They are spending $125M over two years in an attempt to get tourism numbers back to pre-pandemic levels of about nine million visits per year. In this episode, we discuss: - How the campaign came to be - Some of the science in the campaign, especially the distinctive brand assets it deploys, and - How Tourism Australia selects its agency partners. You can find the campaign “Come and Say G’Day” here: https://www.tourism.australia.com/en/resources/campaign-resources/come-and-say-gday.html You can find Susan here: https://www.linkedin.com/in/susancoghill **
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