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Lecturer in PR & Communciations, Victoria University

Sally Webster is an academic and marketing communications professional with more than 20 years experience in marketing communications in Government, politics, education, tourism and the arts. She is completing her PhD in Communication that investigates using travel novels as a new destination marketing tool to creatively market a city (the city of Barcelona) while also supporting cultural education. Her academic research focuses on advertising, including political and government campaigns; brand management; place branding and identity; creative tourism marketing; tourism writing; cultural education; and the influence of young people as consumers, especially as the current and future tourists.

Sally is dedicated to researching effective professional practices with the Advertising-Marketing Communication industry that support Work Integrated Learning curriculum. Her objective is to develop learning programs that inspire, motivate and challenge students, so as to produce creative graduates who will be leaders in industry.


  • –present
    Lecturer in PR & Communciations, Victoria University
  • 2009–2012
    Lecturer in Advertising and Marketing Communications, University of Canberra
  • 2007–2009
    Director, Public Affairs , Australian Government Attorney-General's Department
  • 2006–2007
    Director of Marketing, University of Canberra (1 year secondment)
  • 2004–2006
    Director, Foreign Affairs and Trade Agency Advice Unit - Budget Group , Department of Finance
  • 2001–2004
    Principal Migration Officer - Liaison / Assistant Director - Australian Embassy, Hanoi, Vietnam, Department of Immigration and Citizenship
  • 1999–2000
    Communication and Media Adviser, House of Representatives (1 year secondment)
  • 1997–1999
    Owner / Manager, Sally Webster Media and Public Relations Consultancy
  • 1994–1996
    Ministerial Media and Political Adviser , Senator The Hon Peter Cook, Federal Minister for Industry, Science & Technology
  • 1991–1994
    Marketing, PR & Policy Coordinator, City of Melbourne
  • 1988–1991
    Marketing & PR Manager, Melbourne Symphony Orchestra


  • 2012 
    University of Canberra - Centre for Tourism, currently studying: Doctor of Philosophy in Communication. Thesis: 'Creatively Marketing the City of Barcelona to Young Readers through Travel Novels'
  • 2011 
    University of Canberra, Graduate Certificate in Tertiary Education (GCTE)
  • 2004 
    La Trobe University, Bachelor of Arts and Social Sciences (Majors: Spanish Studies and English)
  • 1997 
    La Trobe University, RSA / University of Cambridge - Certificate in English Language Teaching to Adults
  • 1994 
    RMIT University, Diploma of Arts in Communication (Professional Writing and Editing)

Grants and Contracts

  • 2009
    Promoting regional cultures (from within Spain) to young tourists.
    Lead for Spanish Cultural Cooperation Grant
    Funding Source:
    Ministry of Culture, Spain & ANU Europe Centre

Research Areas

  • Marketing Communications (150502)
  • Tourism Marketing (150604)
  • Tourist Behaviour And Visitor Experience (150606)
  • Creative Writing (Incl. Playwriting) (190402)
  • Creative Arts, Media And Communication Curriculum And Pedagogy (130201)


2012, University of Canberra Vice-Chancellor’s Award for an Early Career Academic
2011, UC VC's Citation for Outstanding Contribution to Student Learning
2010, UC Union Service Award for outstanding student support