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.
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...
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