Episode 06
Discover how top destination marketers turn inspiration into bookings, featuring Tourism & Events Queensland’s Group Executive Marketing, Kim McConnie.
Episode
Overview
Tourism marketing is complex. Between long planning cycles, seasonal swings, and fragmented booking paths, it can be hard to know what truly drives results. In this episode, Kim McConnie, Group Executive Marketing at Tourism & Events Queensland (TEQ), reveals how her team blends bold storytelling, precise measurement, and hands-on experimentation to shape demand.
You’ll discover how TEQ is reimagining the media mix, leveraging authentic content, and experimenting with new social formats. They’re also building frameworks that capture the full customer journey, offering actionable lessons and fresh ideas for marketers looking to elevate performance, make smarter decisions, and stay ahead in a rapidly changing landscape.
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Watch EPISODE 06
CHAPTERS:
00:00 – Intro
00:59 – Kim McConnie, Executive Marketing Lead at Tourism Queensland
02:48 – Segmenting 90% of Australians
06:24 – Bluey’s World: Tangibilising Success
11:41 – Measuring Influence Beyond Clicks
18:00 – Resurgence of User Generated Content
22:52 – Exciting Emerging Formats in Marketing
26:13 – Attribution: Fixing the Click Model
30:41 – Sustainability’s Impact on Destination Choice
34:27 – Connect with Kim and TEQ
34:54 – Subscribe for More Value
Key
Takeaways
- Optimised Media & Measurement: How marketing-mix modelling and holistic attribution help allocate spend and prove impact across long, complex booking journeys.
- From Inspiration to Conversion: Strategies to connect emotional storytelling with measurable bookings, balancing creativity with data-driven demand generation.
- Seasonality & Sustainability: Tactics to fill off-peak periods while positioning tourism as regenerative, inspiring travellers and protecting destinations.
- Social Proof & Influence: Why authentic user-generated content and dark social word-of-mouth often outperform polished brand creative.
- Next-Gen Commerce & Platforms: Exploring live selling, TikTok Shop, and new paid social innovations reshaping how travellers discover and book.
Guest Profile-
KIM MCCONNIE
Kim McConnie is one of Australia’s most dynamic marketing leaders, currently leading destination marketing as Group Executive Marketing at Tourism & Events Queensland. With senior roles at PepsiCo and Cricket Australia, she brings a rare mix of global brand expertise and bold creative strategy. Kim is known for blending data-driven planning with storytelling that sparks imagination, inspires travel, and delivers measurable commercial results, making her the perfect guest to unpack what really drives tourism demand.
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