Julian Croft describes his job as a dream. Croft has worked in marketing for two decades, primarily in the finance sector. When he got an offer to work for Tourism and Events Queensland – the lead marketing and experience agency for the Australian state of Queensland – he jumped on the opportunity.
“Working in tourism is a dream for many marketers,” says Croft, Platforms, Media, and Partners Director for Tourism and Events Queensland (TEQ). “People love to travel, and they really respond to marketing campaigns that capture travel’s beauty, excitement, and fun. Since starting this job, I’ve spent more time traveling around Queensland and seeing some truly magical places including the Daintree Rainforest. It’s a world of untouched beauty.”
TEQ partners with government organisations, regional tourism groups, and businesses to promote events and develop tourism across Queensland. The organisation’s marketing efforts focus on connecting locals with exciting experiences around the state, as well as encouraging travelers from other areas in Australia and around the world to explore all that Queensland has to offer, from the Gold Coast to the Great Barrier Reef.
Under the Marketing leadership of Michael Branagh, TEQ CEO Leanne Coddington and the TEQ Board committed to a multi-year marketing and data transformation. The goal was to ensure the experience of all that Queensland had to offer through the activation of the Queensland Experience Pillars. TEQ appointed Louder to design a technology and data strategy and architecture to deliver the TEQ experience.
Croft was brought in to execute the strategy, which was centered around the creation and maintenance of proprietary data assets for TEQ ongoing. Based on this data, TEQ could gain new and actionable insights to help the organization personalise and refine the customer experience of potential and returning visitors. With each channel run separately with its own technology and data systems, TEQ set the goal to bring everything together on a single martech platform. This would help marketing teams create and deliver cohesive, end-to-end initiatives built around data-driven marketing.
TEQ was already known for its solid approach to marketing. Its hallmark slogan “Beautiful One Day, Perfect The Next” is synonymous with Queensland. Marketers connect with audiences across channels, including its flagship queensland.com website and highly creative social media and email campaigns. But the organization recognized that it needed to do more to make experiences truly personal for its various audiences.
“Working with a single platform allows us to have a full view of the customer and sync the customer journey across channels,” says Croft. “The key was adopting a cutting-edge digital platform to support all of our marketing efforts. We decided to replatform on Adobe Experience Cloud for its ability to create powerful marketing experiences across any channel.”