After six years of visionary leadership, Sally Cope has bid farewell to Tourism Australia. Cope, who served as the Chief Marketing Officer for the national tourism organization, has been credited with playing a key role in driving the growth of Australia’s tourism industry during her tenure.
Cope joined Tourism Australia in 2015, bringing with her a wealth of experience in marketing and tourism from her previous roles at Qantas and Tourism Victoria. Under her leadership, Tourism Australia launched several successful marketing campaigns that showcased the diverse and unique attractions of the country to international travelers.
One of Cope’s most notable achievements was the highly successful “Dundee: The Son of a Legend Returns Home” campaign, which generated widespread buzz and captured the attention of audiences around the world. The campaign, which was launched during the 2018 Super Bowl, featured a star-studded cast of Australian celebrities and showcased the country’s stunning landscapes and iconic wildlife.
Cope’s innovative approach to marketing also saw Tourism Australia embrace new technologies and platforms to reach a global audience. She spearheaded partnerships with digital influencers and utilized social media to engage with travelers and promote Australia as a must-visit destination.
In a statement announcing her departure, Cope expressed gratitude for the opportunity to lead Tourism Australia and reflected on the achievements made during her time with the organization. She credited the hard work and dedication of her team for helping to drive the success of the tourism campaigns and initiatives.
Tourism Australia Chairman Bob East praised Cope for her “passion, creativity, and dedication” and credited her with helping to elevate Australia’s profile on the world stage. He also expressed confidence in the organization’s ability to continue its success in promoting Australia as a top travel destination.
As Sally Cope moves on to new opportunities, her legacy at Tourism Australia will be remembered for her innovative marketing strategies, commitment to showcasing the best of Australia, and dedication to driving growth in the tourism industry. Her departure marks the end of an era, but her impact on the organization and the tourism industry as a whole will be felt for years to come.
