Australian tourist board picks Euro chief

The Australian Tourist Commission (ATC) has appointed Emma Bradley as its European marketing director.

Bradley joins just as the ATC starts a review of its £4m spend with European advertising and media agencies (MW last week). The review is being run by the Haystack Group and it is not known whether incumbents Delaney Lund Knox Warren & Partners and BJK&E Media are to repitch.

Bradley joins from the position of global head of commercial for British Airways Holidays. She has held other positions at the airline including BA business marketing manager and BA area marketing manager Asia Pacific.

She replaces Paul Davies, who was promoted to ATC consumer marketing director and returned to Sydney last September. Bradley will have responsibility for all marketing services in Europe and will also develop Brand Australia.

DLKW created a television campaign for the ATC last year and the body is planning to invest an extra £53m in tourism marketing over the next five years

ATC figures show visitors from the UK to Australia up six per cent for the year to November 2003 on the previous year. The country is attempting to capitalise on its high profile after hosting the Rugby World Cup and to negate any impact the SARS virus may have had on potential travellers.


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