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Increasing tourism to your cellar door

Webinar: Wednesday 19 August 12:30pm ACST / 1pm AEST
19 Aug 2020 Webinar Free Watch replay
19 Aug 2020
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Tourism Australia, Ultimate Winery Experiences and Wine Australia will jointly present domestic marketing insights for wine and tourism businesses

Tourism Australia’s Robin Mack will discuss the renewed focus, strategy and support in the domestic market. Robin will also be sharing valuable consumer insights from their Consumer Demand Project and detail the tourism distribution ‘journey’.

Kate Shilling of Ultimate Winery Experiences will provide case studies highlighting tourism success stories.

Finally, Wine Australia’s Kirstin Hannan will discuss how wineries can leverage from a major investment in adding wine-related functionality to the Australian Tourism Data Warehouse, which will help wineries and tourism operators more effectively market their businesses and increase their online exposure.

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Robin Mack

Tourism Australia Executive General Manager Commercial

The Commercial division includes marketing operations for Western markets; New Zealand, United Kingdom, United States of America, Germany, France, Italy and Canada, along with distribution development and partnerships globally.

Robin has worked in the travel and tourism industry for almost 30 years, working across travel retailers, wholesalers and airlines including British Airways and Qantas before focusing on destination marketing. Robin joined Tourism Australia in 2012 as Acting General Manager International Operations, becoming Head of Distribution Development and Partnerships in 2014 and Acting EGM International in June 2019.

Kirstin Hannan

Wine Australia Senior Market Analyst

Kirstin has collectively spent more than 20 years using market research and other evidence to guide strategy and planning in both wine and tourism. With this experience she is now helping the wine community with increasing online exposure through the project delivery of wine related enhancements to the Australian Tourism Data Warehouse.

Kate Shilling

Ultimate Winery Experiences Executive Officer

Kate Shilling is a strategic sales and marketing professional, passionate about connecting tourism enterprises in regional Australia. With a strong track record in partnership marketing across the travel industry, Kate has worked with leading distributors, media, creative and digital agencies to develop and distribute innovative tourism experiences in Australia and overseas.

Kate’s CV includes leadership roles at Flight Centre, Tourism NT, NRMA Travel, Qantas Holidays, Helloworld and Australian Traveller Media. Kate is the founder of Family History Holidays, the Chair of Destination Riverina Murray, and has been the Executive Officer of Ultimate Winery Experiences Australia for nearly two years.

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