Tourism Australia Makes Data Sharing Deal with Virgin Australia

29th Mar 2016

Tourism Australia and Virgin Australia will now be able to share data and better target consumers, particularly from the United States thanks to the data sharing deal they made at the recent Adobe Summit in Las Vegas.

Speaking about this, John Mackenney, Head of Digital at TA said the next step for the agency, after migrating from pricey legacy systems to the Adobe Marketing Cloud, is to get more personalized with its ad targeting.

Speaking about the now defunct legacy technology, Mackenney commented:

"Previously we had a whole raft of quite expensive legacy technology in place and different tech too across our sites. At one point we had up to 32 microsites so our message was fragmented. We had quite a large infrastructure burden ? I suppose we were tech dead. What Adobe allowed us to do was to bring us onto a modern platform and it also helped us deal with getting rid of the legacy systems and technology."

Mr Mackenney said:

"In layman's terms it is tracking information that's happening on Australia.com and then we are also tracking those people as they go across onto the Virgin site ? and then sharing that interaction."

He also added:

"We've done one deal so far but our longer term data vision would be to work out ways we can share data with more partners to better sell Australia."

As an example, Mackenney said that, if people looked at Sydney on Tourism Australia's site. Virgin Australia would serve them an offer for that city and not Melbourne and they will then on pass back information on whether someone has booked or not.

Mackenney also pointed out the new insight means it "isn't wasting taxpayer's dollars" by retargeting someone who has already booked his flight. What it means, instead, is TA can offer relevant content and ads and truly personalize its website.

The head of Tourism Australia digital said removing outdated hardware and no longer running so many microsites meant TA saved over $700,000 in the first year. For costumers, he added, this means no more fragmented messages from the agency.