Begged, Stolen, and Borrowed: Tourism Australia’s Ten Principles of Destination Branding

Date: 27 October, 2022

‘Dundee’ was just the start of a conversation that got the travel industry talking. Moving beyond that campaign's 'rolling thunder' strategy, Tourism Australia has scoured the latest marketing science from other high-performing categories across the marketing space. The result: a set of best practice guidelines for Australia’s destination marketing.