Our purpose
To add value for the tourism industry by promoting WA as a destination through unrivalled expertise in marketing and outstanding partnerships with industry in Australia and overseas.
Our role
Tourism WA’s marketing role is to accelerate the growth in the economic value of tourism throughout Western Australia. Our key functions are to:
- Develop and implement marketing and communication strategies to build awareness and desire to visit Western Australia
- Increase visitation, yield and dispersal from target markets
- Provide meaningful and actionable research to guide strategies and actions of the Western Australian tourism industry
- Communicate effectively with industry, government and the people of Western Australia
The new marketing structure
Tourism WA’s Marketing Division has recently undergone a restructure, to ensure that the division;
- Delivers the strategic objectives in Tourism WA’s Strategic Plan
- Furthers the purpose of Tourism WA, which is to "Develop, promote and protect Western Australia’s iconic tourism experiences which will lead to the increased competitiveness, viability and profitability of the WA tourism industry"
- And furthers the specific purpose of the Marketing division, which is to "Add value for the tourism industry by promoting WA as a destination through unrivalled expertise in marketing and outstanding partnerships with industry in Australia and overseas"
For more information on the restructure, please click here
The marketing team was previously split into trade marketing and consumer marketing teams, which have now been amalgamated to form the following specialty areas;
International Marketing
- Develops and delivers all marketing programs for international markets (excl. NZ & USA)
- Owns relationships with key distribution partners outside of Australia
- Managed out of Perth with 6 International Offices
Australia/Pacific Marketing
- Develops and delivers all marketing programs for Australia, NZ and the USA
- Owns relationships with RTOs, WA operators, and key Australian-based distribution partners
- Managed out of Sydney with 4 Perth-based staff and 1 International Office (NZ)
Marketing Services
Provide brand direction and advice, and marketing support to Tourism WA domestic and international offices and key stakeholders. Comprises a number of areas as follows:
- Campaign Services – delivers marketing programmes in support of domestic and international markets; manages the relationship with all advertising and media agencies; provides support and advice to agency wide marketing strategies; and designs, produces and manages the production of Tourism WA publications, displays, and other communication materials
- Digital Marketing - supports and informs Tourism WA’s presence in the online and mobile environment
- Trade and Consumer Events – manages and attends consumer and trade shows in key markets. Creates and maintains consumer and trade show displays
- Brand & Insights – provides corporate and consumer brand direction, consumer insights and advice. Creates and distributes brand assets for stakeholder use including brand templates, merchandise, images and footage
Media & Public Relations
- Develops and manages external communications strategy for all of Tourism WA
- Ensures desired messages are communicated through the media domestically and overseas
- Owns relationships with all media partners
Research
- Conducts market research & analyses on behalf of all divisions of Tourism WA
- Inputs to strategy development across the agency
- Owns relationships with all external research partners including TRA & STCRC
The restructure aims to establish a structure which can be easily understood by key stakeholders and populate it with individuals in whom stakeholders have confidence. Two new roles have been created to establish a point of contact within the Marketing Division for WA tourism operators.
Toni O’Donnell
Marketing Manager Intrastate
2 Mill St
Perth WA 6000
Tel: 08 9262 1700
Fax: 08 9262 1735
Email: Toni.ODonnell@westernaustralia.com
Barry O’Sullivan
WA Product Specialist
2 Mill St
Perth WA 6000
Tel: 08 9262 1700
Fax: 08 9262 1735
Email: Barry.OSullivan@westernaustralia.com
International Contacts
United Kingdom, Ireland, Italy, France
Christie Lord
Marketing Manager
c/- Destination Australia Partnership
6th Floor, Australia Centre
Strand
London WC2B 4LG
UK
Tel: + 44 207 4384647
Fax: + 44 207 240 6690
Email: lgroves@twa.australia.com
Germany, Switzerland, Netherlands
Diane Below
Marketing Manager
c/- Destination Australia Partnership
Sonnenstrasse 9
80331 Munich
Germany
Tel: + 89 236621811
Fax: + 89 23662199
Email: di.below@westernaustralia.com
New Zealand
TBA
Trade Marketing Representative NZ
c/- PO Box 78069
Grey Lynn, Auckland
New Zealand 1245
Tel: +64 9 376 0764
Fax: +64 9 376 0764
Singapore and Malaysia
Nancy Mah
Trade Marketing Manager
Tourism Western Australia
#08-02A United Square
101 Thomson Road
Singapore 307591
Tel: +65 6255 4098
Fax: +65 6255 4093
Email: nancy.mah@westernaustralia.com
Japan
Hideki Yoshizawa
Trade Marketing Manager
New Otani Garden Court Building
Level 28F, 4-1 Kioi-cho
Chiyoda-ku Tokoyo 102-0094
Japan
Tel: + 81 3 5214 0797
Fax: + 81 3 5214 0799
Email: hideki.yoshizawa@westernaustralia.com
China and Hong Kong
Allen Cheng
Trade Marketing Manager, China/HK
1168 Nanjing Road West
Shanghai
CHINA 200041
Tel: +86 21 5298 4547
Fax: +86 21 5292 5889
Email: allencheng@westernaustralia.com
Korea
Adele Kim
PROMAC Partnership
Suite 717, Yongbi Eocheon-ga Building
75, Naesoo-dong, Chongro-ku
Seoul
KOREA
Tel: +822 6351 5156
Fax: +822 6230 9355
Email: adele.kim@westernaustralia.com
Australia and USA
Ross Gregory
Director Australia/Pacific Marketing
Level 18
201 Sussex Street
Sydney
NSW 2000
Tel: + 61 28262 4100
Email: ross.gregory@westernaustralia.com