Tourism WA increasing Singapore, Malaysia investment
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Tourism Western Australia’s has significantly increased its marketing budgets in both Singapore and Malaysia, the state’s number two and three international source markets. To fully capitalise on this increased investment, Tourism WA has decided to change its operating structure for these two markets in the next several months. Specifically, the organisation will move from an employee-based model to a trade representation model. The organisation will appoint an integrated specialist agency to represent and market Western Australia to trade and consumers in Singapore and Malaysia.
Rebecca Nicol, Director of International Marketing, said; “This new arrangement will allow Tourism WA to access a wide array of specialist skills such as digital marketing, public relations, partnership marketing and event management, improving the organisation’s results in both the consumer and trade arenas.”
The agency will be selected via a competitive tender process, based on its ability to simultaneously achieve the organisation’s goals, and provide a good return on investment.
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