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Joanna McEwan

 

JOANNA MCEWAN

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Director, Tourism

Over the last two decades Joanna has established an outstanding reputation as a global Tourism, Marketing and Major Events professional.  In her 16 years with Tourism Victoria and more recently Visit Victoria, Joanna’s roles have traversed international, domestic, partnership and major events marketing.   

Joanna’s most recent role as Visit Victoria’s Head of Major Events Marketing & Relationships saw her charged with the responsibility of marketing Melbourne as a global events city, which included major sporting and cultural events including the Australian Open Tennis, Formula 1 Grand Prix, the World’s 50 Best Restaurant Awards and numerous theatrical productions including Harry Potter and The Cursed Child. In addition, she was also responsible for marketing global major events such as the Presidents Cup Golf, USA vs Australia Boomers basketball and the Melbourne Commonwealth Games back in 2006.

Prior to Major Events, Joanna played a pivotal role in establishing Victoria as a market leader in international tourism as General Manager, International Marketing leading the State’s tourism offices globally.  In this role Joanna was responsible for leading Victoria’s tourism marketing strategies, distribution and airline campaigns in all markets.  She played a key role in driving unprecedented growth in visitation and yield from Australia’s fastest growing Asian markets.  Joanna’s work as General Manager, International Marketing was punctuated by China becoming the State’s number one international market.  This was driven by Melbourne’s first brand campaign launched into China, which won multiple effectiveness awards. 

Joanna’s earlier career included six years with the South Australian Tourism Commission based in London, Brisbane, Melbourne and Adelaide. Her international marketing experience also extended to working in Singapore, as the Regional PR Director for Asia Pacific at BBDO Advertising. 

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