Innovative destination marketer appointed as Visit Sunshine Coast’s new Head of Marketing

21 Jan 2020

Destination tourism specialist - Jo Prothero - has been appointed to the key role of Head of Marketing at Visit Sunshine Coast (VSC).

Ms Prothero has extensive experience in the tourism industry, most recently as Director of Marketing and Communications at Falls Creek Resort in Victoria; the state’s largest all-season alpine resort.

Falls Creek is part of the Vails Resorts group which owns some of the world’s premier ski resorts, including Australia’s Hotham Alpine Resort and Perisher Ski Resort, and the famous North American resorts Whistler Blackcomb and Vail Resort.

Notably, Ms Prothero’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. 

VSC CEO Simon Latchford welcomed Ms Prothero’s appointment at what is an exciting time for the future of Sunshine Coast tourism.

“Jo’s experience in destination marketing and events tourism makes her a natural fit for Visit Sunshine Coast,” Mr Latchford said.

“She has played a key role in making the alpine regions all-year tourism destinations, broadening their appeal through innovative marketing strategies.

“The Sunshine Coast has just recorded record international and domestic visitor numbers, and we will be looking to Jo to enhance our relationships with key industry stakeholders to ensure the region continues to grow market share.

“Critically, her experience in diversifying the product offer in destinations she has been involved with will resonate strongly on the Sunshine Coast. It has been one of the key elements in our success over the past three years and it will continue to be a priority for our marketing team to develop compelling reasons for leisure, business and conference travellers to visit – and return to – the Sunshine Coast.”

Ms Prothero said it was a privilege to have been appointed VSC’s new Head of Marketing.

“I look forward to working with the team and stakeholders across the Sunshine Coast region to build on the recent success and chart a prosperous future for our tourism industry,” she said.


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