1.Knowledge and experience in the travel and tourism industry in China including knowledge specific to Australia and its tourism offerings.
2.Significant experience in the management and implementation of Tourism brands and brand campaigns in China.
3.Demonstrated proactive approach to establishing positive relationships with internal and external stakeholders both inside and outside the tourism industry.
4.A creative flair and experience of developing successful consumer communication campaigns including public relations, social media and cooperative marketing campaigns.
5.Preparedness to undertake frequent domestic and international travel.
6.Proficiency in English, both written and verbal.
1.Knowledge of Western Australian tourism products and experiences.
2.Experience working with other government tourism boards.
3.Core Skills Statements
1.Develop and implement consumer communication programs including social media, public relations, digital, consumer show and brand cooperative agreements to increase awareness of Western Australia among target audience.
2.Manage the promotion of Western Australia, in a manner consistent with our brand positioning and iconic experiences, at consumer and trade shows and selected events sponsored by Tourism WA.
3.Develop China’s public relations/social media plan, brief agencies and manage contracts for agreed outcomes.
4.Generate creative ideas to influence consumer’s main sources of destination inspiration, actively identifying and assessing opportunities to raise consumer awareness.
5.Develop, implement and escort media/key opinion leaders (KOL) familiarisations program.
Management of Tourism WA Brands
1.Manage and localize all aspects of Tourism WA Brands in China, including campaigns, templates and ongoing development.
2.Manage the development of creative and highly motivational promotional material (such as brochures and posters) in a manner consistent with our brand and iconic experiences.
3.Direct and guide the use of appropriate images and footage that are consistent with our brand, for any promotional use within China.
Partnerships and Stakeholder Engagement
1.Work with Tourism Australia to incorporate Tourism WA’s message and iconic experiences into Tourism Australia’s marketing activities.
2.Actively search for public relations and brand coop opportunity with major consumer brands in China.
3.Communicate and consult with internal and external stakeholders on Tourism WA consumer marketing activity.
4.Develop partnerships with key members of the tourism industry, government agencies and non-tourism industry that will lead to more effective promotion of Western Australia and our brand.
1.Work with Country Manager China to monitor and review performance of activities to ensure achievement of departmental goals.
2.Work collaboratively to ensure Tourism WA’s goals and outcomes are achieved.
1.Report on the creation, delivery and effectiveness of consumer marketing activities, ensuring the budget is effectively managed for each project in liaison with the Country Manager.
2.Undertakes other duties as required.
Tourism WA is part of the Department of Jobs, Tourism, Science and Innovation portfolio, and is responsible for promoting Western Australia as an extraordinary holiday destination. Its focus is on marketing the State; developing, attracting and promoting major sporting, cultural and business events; and supporting the development of significant tourism infrastructure and projects.
联系人: Long Xi | 020-6385 8570