TWICM 193: How Tourism Australia Became One of the World’s Strongest Brands

That's What I Call Marketing · Jun 1, 2026 · 49m

Tourism marketing often gets reduced to beautiful beaches, drone shots and generic aspiration. Susan Coghill has spent years proving that isn’t enough.

In this episode of That’s What I Call Marketing, Conor sits down with the CMO of Tourism Australia to explore how one of the world’s most recognisable destination brands thinks about salience, creativity, distinctive assets and long-term brand building in an increasingly competitive global market.

Susan shares the story behind Tourism Australia’s hugely successful “Come and Say G’Day” platform, why Ruby the Kangaroo became such a powerful…