Job Description
About the Chance
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Samoa Tourism Authority is looking to reverse a recent decline in Australian visitor arrivals following a funding gap that paused all marketing activity for several months. Australia is Samoa's second-largest source market, and the Authority is moving to supplement its existing wholesale partnerships (Flight Centre, Hello World) with a more direct, consumer-facing media approach.
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Key Responsibilities (Stage 1 Scope)
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Develop a direct-to-consumer media and campaign strategy for the Australian market, targeting key niches: families, adventurers, and weddings
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Plan and recommend media mix across Meta, Google, cinema, and transit (bus) advertising, balancing reach, cost and measurability
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Liaise with existing cinema and transit advertising agencies already in negotiation, to fold their activity into a single coherent plan
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Set indicative budgets and timelines for each channel, including realistic minimum commitments where channels (such as cinema) require a sustained spend over a set period
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Build the bridge between paid media and the samoa.travel website, ensuring traffic is directed effectively to wholesaler deals and direct property bookings
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Recommend how the campaign plan should coordinate with Samoa's existing in-country social media team, who do not currently target Australia specifically
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Present the finalised strategy and media plan back to the Authority's Australian representative for budget sign-off
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About You
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Demonstrated experience in tourism marketing, ideally with destination marketing organisations, wholesalers, or travel brands
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Strong cross-channel media planning background — comfortable across digital (Meta, Google) and traditional/out-of-home (cinema, transit)
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Confident managing multiple agency relationships and holding them to a single strategic plan, rather than working channel-by-channel in isolation
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Commercially minded — able to set sensible budgets and flag poor-ROI activity (e.g. high spend for low passenger conversion)
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Based in Sydney, with availability to meet face-to-face in Liverpool, NSW
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Comfortable working with an overseas government tourism body and navigating budget approval cycles
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Engagement Details
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Stage 1 only: strategy and media planning — implementation (campaign execution) will be a separate, subsequent engagement
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Fractional/contract
basis, scope and hours to be confirmed once budget is approved
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Budget approval expected shortly, with the Authority's Australian representative aiming to move quickly once confirmed
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Initial meeting to take place face-to-face in Liverpool, NSW
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📌 Tourism Marketing Consultant -- Campaign Planning & Media Management (New South Wales)
🏢 Cemoh
📍 New South Wales