The head of business marketing for Twitter, one of the most prominent social networking platforms in the world today, will address the annual Australian Tourism Export Council (ATEC) forum, Meeting Place, in Sydney next month.
Daina Middleton, Head, Global Business Marketing for Twitter, has spent over 20 years directing the digital marketing performance of major international brands in over 30 countries around the world.
As the author of Marketing in the Participation Age, Ms Middleton will train her extraordinary knowledge and experience, which includes managing both traditional and digital advertising for Hewlett-Packard, on the Australian tourism industry, bringing insights into ‘participant marketing’ with advice on how to succeed in the digital space.
“Travellers are some of the savviest social media consumers and competitive companies will need to help travellers discover their brand, empower them by delivering value and being useful, and connect them with the company and with like-minded people,” Ms Middleton said.
“This is now how we must create long-lasting relationships with customers and convert potential ones.”
Ms Middleton will join global destination marketing specialist, Doug Lansky and National Australia Bank’s Head of Behavioural and Industry Economics, Dean Pearson on Wednesday 2nd December at Randwick Racecourse to address the conference titled Raising the Stakes – Growing Australia’s Share of Global Tourism.
“Our industry has a very strong future as is evidenced by recent forecasts that show inbound visitor arrivals are due to grow by an average of 4.1% over the next 10 years and our success will depend on our ability to market ourselves effectively in both traditional and newer markets,” ATEC Managing Director, Peter Shelley said.
“We now have the basis for future success and we must ‘raise the stakes’ by working together to grow our share of global tourism to drive increased profitability for the tourism export sector.”
ATEC Meeting Place is an annual export tourism industry forum that will take place at Randwick Racecourse on 1-2 December 2015. For more details and a copy of the full program go to www.atec.net.au
A photo of Daina Middleton is available here.