Cultural Attractions of Australia
The Culture Farm’s Jane Ross was the Executive Officer of Cultural Attractions of Australia (CAOA) for 2.5 years, providing the following to the organisation as part of the role:
Organisation launch in 2019.
Premium cultural tourism product development.
Senior government and arts sector stakeholder engagement. Including the development of the advocacy document titled Harnessing One of Australia’s Fastest-Growing Tourism Segments.
Development of core organisational plans including: General Data Protection Regulation Plan, Risk Management Plans, Sponsorship Plans and Sponsorship Proposal templates.
Strong budget management.
Liaison and funding acquisition with Tourism Australia and State Tourism Organisations, including growing cash support every year across three financial years; securing a Google AdWords grant valued at up to $10,000 USD per month indefinitely; and, in-kind marketing support in excess of $100,000 in the 20/21 financial year.
Strategic travel trade engagement and materials development.
Marketing and communications strategy and management: brand development, website/social media channel development and management, direct to consumer marketing. Website growth in 2020 was in excess of 100% with strategies in place for continued growth.
Member acquisition including growing membership by 63% across the contracted period.