Nick Baker: the exit interview | The Insight Files |

Marketing Magazine has conducted an interview feature with former Tourism Australia CMO Nick Baker on the eve of his departure from the organisation, discussing the highs and lows of his career. In the interview, Baker describes Tourism Australia's evolution into a platform for others to perform on, extending its reach beyond traditional TVCs into the digital space, leading the way in social media engagement and collaborating with Australia's food and wine producers. He describes himself as a passionate believer in the role of content or storytelling, outlining Tourism Australia's job as the nation's storyteller for tourism - emotionally connecting people with Australia to stimulate and inform action. Click here to read the full interview, in which Nick Baker describes some of the insights that led to the launch of the Oprah, Best Jobs in the World and Restaurant Australia campaigns at Tourism Australia.