Unfolded
A monthly wrap from Rachel Anderson at Assembld for people working in tourism, events or destination marketing. It’s a behind-the-scenes, slightly opinionated look at the content, campaigns and decisions shaping regional marketing. All from someone who works in it, not just talks about it.
The most underrated marketing move: Going back for round 2
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #9 | March 2026 This month I'm marking eight years in business. Statistically speaking, I’m in the minority because only 50-60% of small businesses survive their first three years. I don't usually make a big deal of it, but eight years means I've now watched a lot of tourism marketing cycles play out. Trends and pandemics have come and gone. Destinations have reinvented themselves while others haven’t...
The real heated rivalry? Destinations vs. their own approval chains
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #8 | February 2026 This month's a reader request, and we're going international. I'd watched one episode of Heated Rivalry before writing this. Deliberately, of course. I didn't want spoilers, but more importantly, I didn't want to review Ottawa's response through the lens of a fan. A marketing lens is much more useful to you. Besides, I'd already committed to the Australian Open for the January edition...
The worst time to stop marketing your event
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #7 | January 2026 Yes, this is January’s edition. I held this one back on purpose to unpack the Australian Open, and to give you a timely peek at the Super Bowl. Inside you’ll find a great example of why the best event marketing happens during and after the event. Lots of events waste that window. Let’s talk about it. P.S. If you've missed past editions, or want to revisit, find them here for now. It's...
Budget envy won’t fix your tourism campaign
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #4 | December 2025 Before we get into it, the last few days haven’t exactly felt light. I did pause before hitting send. It can feel strange to keep talking about campaigns and content when bigger things are unfolding. But I also believe thoughtful work still has a place, no matter what’s happening in the world. Which brings me to this month’s theme. There’s a persistent belief in tourism marketing that...
I love you, but your social game needs work
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #5 | November 2025 I care a lot about regional tourism and events — probably more than is reasonable — and that’s exactly why I get fired up when I see destinations doing average things or getting talked into work that doesn’t serve them. We all have limited resources. I get that deeply. My goal with Unfolded is never to nitpick. I want to help you feel confident that the marketing you can do is the...
Confused about your audience? So are they.
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #4 | October 2025 Spring has sprung, Reader. KIDDING, you know me better than that. Hopefully. Spring’s the season when half of Australia seems to be running a festival. There’s food and wine and music and (too often) fuzzy messaging. Plenty of events have strong ideas, but by the time they hit the page it’s all tangled up and trying too hard. The one I’ve pulled apart this month is a perfect example of...
Time to rethink your campaign toolkit
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #3 | September 2025 Hey Reader, This year has been a turning point. For the last few years I’ve been running two businesses side by side. Assembld, my copywriting and marketing studio, and Cool Wow Collective, my community for freelancers and solo business owners. I love them both, but I couldn’t keep splitting my energy forever. Running two businesses with little crossover meant double the admin,...
Tourism’s biggest problem? Execution, not ideas.
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #2 | August 2025 Last month, I sent out the very first edition of this email. I wasn’t sure how it would land but the replies, shares and quiet DMs made it clear there’s an appetite for this kind of conversation. So first, thank you. I’m really glad you’re here. In that first issue, I unpacked Mildura’s Tropical North Victoria campaign. Not to tear it down, but to explore how it landed from the outside...
Campaign, rebrand or chaos.... and how to fix it
Unfolded A monthly dispatch from the world of regional tourism and events marketing. Issue #1 | July 2025 Let’s be honest, this should’ve happened sooner. I’ve had an email list for three years. I help clients use email to grow their business. And yet... this is the first one I’ve sent. Honestly? Embarrassing. But also, I’ve been quietly building my confidence, ‘cause it’s not easy to put yourself out there. I’ve been putting more energy into my own marketing lately (especially on LinkedIn,...
A monthly wrap from Rachel Anderson at Assembld for people working in tourism, events or destination marketing. It’s a behind-the-scenes, slightly opinionated look at the content, campaigns and decisions shaping regional marketing. All from someone who works in it, not just talks about it.