Australian Tourist Commission appoints Paul Davies Consumer Marketing Director

The Australian Tourist Commission (ATC) has appointed Paul Davies to the new role of Consumer Marketing Director, based at the ATC's Sydney office.

Until recently, Paul held the position of Marketing Director Europe, based in the ATC's London office.

In his new role, Paul will be responsible for providing strategic direction for the ongoing development of the ATC's global brand strategy and managing the newly created Consumer Marketing Group. 

ATC Executive General Manager, Marketing Development, Stephen O'Neill said Paul will play a key leadership role driving new consumer marketing initiatives across our key tourism markets.

"Paul brings to this new role over a decade of consumer marketing experience in the tourism industry, with the last two years spent marketing Australia in Europe, Mr O'Neill said.

"His knowledge combined with his expertise in all facets of marketing including advertising, public relations, direct mail, promotions and e-marketing will ensure ATC consumer marketing and brand activities are aligned to meet the ATC's strategic objectives."

The Consumer Marketing Group has been established in line with operational changes announced in the ATC's corporate plan earlier this year. The Advertising and Design, Market Insights and International Media units will come together under this group to ensure consumer marketing activities are in alignment across all markets.

"The new Consumer Marketing Group will not only be involved in campaigns but also conducting research into the types of travellers who can best increase tourism yields. The group will also continue the highly successful Visiting Journalist Program which brings over 1,000 international journalists from all over the world to Australia each year and generates publicity in excess of $1billion," said Paul Davies, Consumer Marketing Director.

"I am excited by the opportunity to build on the success of Brand Australia internationally and help develop consumer marketing campaigns that will take Australia to the next level across a broad range of our marketing activities," Mr Davies added.

Paul has more than 10 years' experience marketing across all facets of international travel and tourism including managing brands and brand communication on a global market level. Prior to joining the ATC, Paul held the position of Manager, Domestic Brands at Qantas and Brand Manager, World Traveller Brand at British Airways. At Qantas, Paul was responsible for the product/service direction for the domestic network including the launch of the CityFlyer service.

Paul holds a Bachelor of Economics Degree and a Masters of Business Administration.