Jo Prothero has extensive experience in the tourism industry, and is the current Head of Marketing at Visit Sunshine Coast, having relocated early this year from her position as Director of Marketing and Communications at Falls Creek Resort in Victoria; the state’s largest all-season alpine resort.

Jo’s career has focused on new product development, including events and nature-based experiences, and her achievements include securing Gold in the Major Tourism Destination category at the RACV Victorian Tourism Awards.

With a career that has spanned the globe, from the UK, Europe, New Zealand and now Australia, Jo is one lady who is doing great things in the travel and tourism industry and we’re delighted to share her story with you!

Jo, you’ve worked in tourism marketing for a number of years – what made you decide to pursue this career?

The majority of my early career to date was in a very different world, the synthetic grass production and construction industry, across UK, Europe, New Zealand and Australia.  During that time, travel was high on my list, including a life changing ski season in Chamonix, a volunteer stint in Sri Lanka, post tsunami and multiple trekking trips through Peru, China and Nepal.

A couple of years after my move to Australia, a redundancy provided me the opportunity to reassess my industry career direction and a chance advert in 2012 for a Marketing Manager role at Falls Creek got my attention.  It was my dream job to combine marketing with my passion for skiing and outdoor activities.  I was fortunate to be part of the journey transforming Falls Creek from a predominant winter resort to an all year-round destination to support business operators by attracting new events and product development, including mountain bike trails.

Tell us about some of the highs and challenges you have faced in different areas…

Winning the Gold at the RACV Tourism Awards for Falls Creek in 2019 must be the highest of highs so far in my career.

In terms of challenges, I learned a lot living and working in a dynamic Alpine environment for 8 years. You never knew what the day would throw at you from a landslip, missing visitors, and bushfires. But no matter what, with a good team behind you, you can face the challenges methodically and look back afterwards on what you have learnt and how you can grow from the experience.

The last 15 years has seen me relocate to different countries and states for my work. It has taught me to be adaptable, flexible, friendly and accommodating and of course I have had the opportunity to meet a lot of fantastic people along the path, who I am pleased to call my friends.

What traits and qualities do you admire in a leader?

For me you cannot go pass Passion.  Amazing things happen when you work with a group of people who love what they do.  The Tourism industry is full of passionate individuals that go the extra mile to get great results.  For me, I try to lead by example, being honest, open and transparent with my team and trust and support them in their ability to get the job done and feel like their contribution has made a difference.  I crave critical feedback too so I can personally and professional develop.

Can you share a couple of tips as to how you would approach marketing in the current uncertain climate but businesses that are hibernating or not working at full capacity?

My advice would be to stay connected with your audience with engaging content and appropriate messaging.  Use the quieter time to review or prepare your marketing strategy and plans, taking into consideration your previous target market may have shifted post COVID, i.e. Interstate may have been a focus previously but the drive market will be the focus in recovery.

Prepare multiple scenarios that can be activated depending on how long we are in social distancing restrictions, whether state borders are closed or open and when aviation reopens domestically and internationally.  Consider that we may move backwards and forwards across the different scenarios for a period of time to come.

And what’s next on the agenda for Jo Prothero?

On a personal level, having only relocated to the Coast mid-January, I’m looking forward to be able to get out and about across the region, experience all it has to offer and meet business operators.

On a work level, Visit Sunshine Coast were already working on a new brand identity which will position the Coast tremendously in the post COVID rebuilt period.  We cannot wait to share it with you all.

Most interesting person that you have met?

Max Milligan, a UK Author, photographer, and guide.  He supported a charity trek I did back in 2004 to Peru and was a source of knowledge and storytelling that made the whole trip that much more memorable.  We used to hang off his every word in the dinner tent and around the campfire.

Where is the best place that you have travelled to and why?

There is a lot to choose from, but it must be my 3-week trekking trip around the Base Camp Circuit in Nepal back in 2008/09.  We slept in tents with temperatures ranging from +20 degrees to – 20 degrees and spend periods of time at a reasonable high altitude.  I was amazed by the kindness and generosity of the people and how small and insignificant I felt in the Himalayan ranges.   The scenery was just spectacular, and I made lifelong friends from the experience.

Favourite book and why?

Tuesday’s with Morie and the First Five People you meet in Heaven by Mitch Albom

Both made me look at life through a very different lens, highly recommend a read.

To find out more about Jo head to:

LinkedIn
https://www.linkedin.com/in/jo-prothero-56016616/

Facebook
@VisitSunshineCoastCorporate