About the Opportunity
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.
Key Responsibilities (Stage 1 Scope)
Develop a direct-to-consumer media and campaign strategy for the Australian market, targeting key niches: families, adventurers, and weddings
Plan and recommend media mix across Meta, Google, cinema, and transit (bus) advertising, balancing reach, cost and measurability
Liaise with existing cinema and transit advertising agencies already in negotiation, to fold their activity into a single coherent plan
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
Build the bridge between paid media and the samoa.travel website, ensuring traffic is directed effectively to wholesaler deals and direct property bookings
Recommend how the campaign plan should coordinate with Samoa's existing in-country social media team, who do not currently target Australia specifically




Present the finalised strategy and media plan back to the Authority's Australian representative for budget sign-off
About You
Demonstrated experience in tourism marketing, ideally with destination marketing organisations, wholesalers, or travel brands
Solid cross-channel media planning background — comfortable across digital (Meta, Google) and traditional/out-of-home (cinema, transit)
Confident managing multiple agency relationships and holding them to a single strategic plan, rather than working channel-by-channel in isolation
Commercially minded — able to set sensible budgets and flag poor-ROI activity (e.g. high spend for low passenger conversion)
Based in Sydney, with availability to meet face-to-face in Liverpool, NSW
Comfortable working with an overseas government tourism body and navigating budget approval cycles
Engagement Details
Stage 1 only: strategy and media planning — implementation (campaign execution) will be a separate, subsequent engagement
Fractional/contract basis, scope and hours to be confirmed once budget is approved
Budget approval expected shortly, with the Authority's Australian representative aiming to move quickly once confirmed
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