Bradley, who will be responsible for advertising, PR and e-marketing in Europe, joins from British Airways Holidays, where she was global head of commercial. She starts on April 5.
Bradley steps into the role vacated by Paul Davies, who left the ATC at the end of last year to become global consumer marketing director, based in Sydney (Marketing, September 25 2003).
A major challenge for Bradley will be to refine Australia's positioning as a tourist destination.
While the country has gone a long way toward throwing off its 'shrimp on the barbie' image, insiders say it needs to go further in promoting its cultural attractions above those of neighbour New Zealand, which has enjoyed booming tourism in recent years.
The ATC is currently undergoing a statutory review of its ad business through The Haystack Group. Delaney Lund Knox Warren is the incumbent.
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