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Australia’s vast distances from west to east coasts, typically means most visitors to the country prioritise the east coast for their travels, aspiring for the touristic photos with either the iconic Sydney Opera House, the Great Ocean Road or the Great Barrier Reef. Ironically, none of these iconic landmarks were named the number one place to visit, but Margaret River – a town in the south-west of the wildflower state took the trophy. The badge of honour was awarded as the best place to visit in the Asia-pacific for 2019 by travel authority, Lonely Planet – trumping other idyllic places in New Zealand and Singapore.

It marks the first time an Australian tourism spot has taken the top award in fifteen years and according to Tourism WA, in the year ending December 2018, Margaret River alone had 1,690,800 visitors - an increase of 8.9 per cent on the previous year.

The New Sporting Capital

This accolade brings Western Australia even more into the spotlight.

Perth has recently taken the sporting capital crown from Melbourne (the original sporting capital) after hosting impressive crowd-pleasing events including the recent 2^nd game of the State of Origin which attracted 15,000 interstate visitors. Other blockbuster slate of fixtures includes the English soccer giants Manchester United and Leeds United heading to Optus Stadium next month, followed by Perth’s first Bledisloe Cup match between the Wallabies and All Blacks in August. These are all on top of the weekly AFL fixtures. Heading into summer, the Fed Cup and ATP World Cup will bring the world’s best tennis stars to Perth as well as the ICC Women’s T20 World Cup.

The McGowan government will continue to seek out these world class events with recently expressing interest to bid for Australia to host the FIFA Women’s World Cup as well as potentially steal the NRL grand final from the east coast in 2021. As interstate visitors are spending an average $1006 for every trip and international tourists splashing out $2280 each visit, these events will result in a healthy injection of tourism into the local economy and will mark 2019 as the biggest year on record in sport for WA.

Local Tourism At Its Finest

Perth, Margaret River and their surrounding cities have received some serious praise in the past months, with over 900 media mentions across broadcast, online and print in the past month alone. With the cities hosting events such as Gourmet Escape in Margaret river, Truffle Kerfuffle, Jazz by the Bay in Dunsborough, the Drop Music Festival in Busselton and the Margaret River Pro to name a few, it is easy to understand the reasons why people from all over Australia and the world are taking time out to visit. Local hoteliers and Perth based tourism providers are also taking advantage of the increased exposure to WA tourism as their businesses thrive.

Perception And Reputation

Interestingly, the reputation and perception of Perth has also been a talking point in recent months with discussions around the quality of Perth for a place to live, work, visit, study and/or invest. These conversations have been particularly apparently across online channels with 67 per cent of media mentions occurring from 1^st April through to 30^th June 2019. Mentions across press were a distant 2^nd with 30 per cent during this period. Despite there being largely positive views of Perth held by those who live outside WA, the Committee for Perth states Perth residents are slow to recommend the city to outsiders.

If you’d like to understand the media lens on any topic, brand or audience, get in touch with us today. 

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As communications professionals look toward 2026 planning sessions, one question dominates the conversation - How can we use AI in a safe, scalable, and sustainable way?

Behind this question often lies the hope for an "AI easy button"—a one-click solution for complex measurement challenges. However, as discussed in our recent APAC webinar, the real opportunity lies not in automating old metrics, but in architecting a smarter era of measurement.

Hosted by Russ Horell, Isentia’s Chief Revenue Officer for APAC, the session featured deep dives from two industry leaders who've contributed immensely to research and planning: Ngaire Crawford (Director of Insights, ANZ) and Prashant Saxena (VP of Research and Insights, SEA). Together, they unpacked the transition from using insights and converting them into strategic, measurable storytelling.

Here are the key takeaways from the discussion.

1. From experimentation to transparency

If 2024 and 2025 were the years of "playing in the sandbox," 2026 is set to be the year of transparency.

Ngaire Crawford emphasized that while AI is incredible at summarising data and recognising patterns, it does not automatically generate insight. As we integrate these tools, the focus must shift to methodological integrity—understanding the source data, the structure, and the limitations of the models we use.

"Models are really good pattern finders. But they don't necessarily set what good looks like, or understand the consequences of being wrong. And the antidote to that is always going to be good design." – Ngaire Crawford

2. "More data, better insight" is the misconception

A major misconception remains that feeding AI endless amounts of data will naturally result in better answers. In reality, without the right framework, more data often just creates more noise.

Prashant Saxena warns against the "sameness" that AI can generate. If everyone uses the same models on the same big data sets without specific objectives, they will get similar, generic answers. The role of the insights professional is evolving from descriptive reporting to strategic storytelling—using judgment to break through the "echo chamber" of AI validation.

3. Kill, keep, create: redefining our metrics

The panelists played a game of "keep, kill, create" to determine the future of measurement metrics.

• Kill: The panel was unanimous in moving away from vanity metrics. Ngaire called for the end of Cumulative Reach, noting it is a biased metric that offers no context. Prashant agreed, suggesting that AVEs (Advertising Value Equivalents) need to be finally left behind.
• Keep: Share of Voice remains useful as a foundational benchmark (a "census" of market presence), provided it is redefined to measure the share of a specific idea or perception rather than just volume
• Create: The future lies in Authenticity Metrics. Prashant argued that while reputation is a downstream outcome, authenticity is the upstream outcome that drives it.

"Authenticity is more upstream, as reputation and trust are more downstream... That's an authentic ritual on a day-to-day basis, which leads to reputation." – Prashant Saxena

4. The "home field advantage" for communicators

Despite the technical buzz surrounding AI, the panel argued that communications professionals hold a distinct advantage. "Prompt engineering" is, at its core, a language and communication skill.

The future doesn't necessarily belong to the most technical users, but to the most articulate—those who can clearly define an outcome, ask the right questions, and deconstruct language to get the best result from a model.

Trust your judgment

As we move into 2026, the advice from our experts is to not let AI replace your strategic point of view.

• Have an opinion: Don't wait for metrics to be imposed on you. Go into conversations knowing what you want to measure and why.
• Pause before you prompt: As Prashant advised, "Paper before a chatbot.". Define your strategy and objectives on paper, using your human experience and judgment, before turning to AI to execute the work.

By combining the speed of AI with the nuance of human strategy, communicators can finally build the sophisticated measurement systems they have always wanted.

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Interested in viewing the whole recording? Watch our webinar here.

Alternatively, contact our team to learn more insights into meaningful measurement, KPIs and communicating using the right dataset.

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The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.

Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters. 

“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group. 

“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”

Setting a new standard for PR intelligence

Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.

Lumina enables communicators to:

• Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
• Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
• Execute & Monitor: Rapidly deploy strategy firmly rooted in real-time, actionable insight.

Get a demo today: Stories & Perspectives module

We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.

In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.

Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:

• Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
• Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
• Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.

"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."

The Lumina Roadmap: AI tools for the future of comms

The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.

The full Lumina suite will soon incorporate:

• Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
• Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
• Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
• Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
• Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
• Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.

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Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .

Complete the form below to register your interest.

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