Malcolm Griffiths
Background
Before joining Development Counsellors International in December 2003, Malcolm held positions of increasing responsibility with Tourism Australia. He traveled to 28 U.S. cities for seven months promoting the Sydney 2000 Olympics with Bank of America, supervised the “Aussie Helpline” call center and was a key member of the Tourism Australia News Bureau in Los Angeles.
He holds a Bachelor of Arts in Tourism Management from the University of Technology, Sydney, and is certified in public relations by University of California, Los Angeles Extension.
Malcolm’s Passion for Places
Malcolm’s love for travel was sparked as a child during family vacations to Australia’s Northern Territory, Indonesia, New Zealand and the United States. He was intrigued by the rich and unique experiences each destination offered and how travel truly broadens the mind and gives a whole new perspective on life. It was not uncommon for Malcolm to transform his parent’s living room into a hotel reception, Qantas cabin or airport check-in, where he would play for hours.
Malcolm today puts his active imagination to good use, devising creative marketing plans to communicate travel experiences for the destinations he represents.
Notable Results
- For the Greater Miami Convention and Visitors Bureau, Malcolm lead a proactive broadcast placement campaign resulting in coverage on ABC’s “Good Morning America,” CBS “The Early Show,” Food Network’s “Giada’s Weekend Getaway,” NBC syndicated “Daytime”, CW/PIX 11 Morning News (New York City), and
PBS “Simply Ming”. - Malcolm launched Acoma Pueblo’s Sky City Cultural Center in New Mexico. His media relations campaign resulted in more than $1 million in editorial coverage, which drove visitor arrivals. Acoma Business Enterprises was positioned as an innovative economic development organization on the outset.
- On behalf of Tourism Tasmania, implemented a West Coast Road Show June 13 – 19, 2010 with consumer, media and travel trade events and appointments in four markets (Los Angeles, San Francisco, Seattle and Vancouver, BC). Implemented a marketing campaign to leverage participation in the Australia Week promotion platform January 12 – 24, 2009. Secured a strategic partnership with Macys to implement culinary demonstrations in San Francisco and New York to promote the island’s food and wine experience. Implemented a 30+ appointment media tour in Los Angeles and New York City paired with an Arts + Culture Media Reception in San Francisco garnering 60+ top-tier media attendees. During the 2008 promotion, secured partnerships with Tasmanian Rain (Tasmanian bottled water), Tasmanian actress Rachael Taylor and Tasmanian PGA Golfer Mat Goggin to raise the island’s profile at black tie events.
Up Close
In the words of Aussie songwriter Peter Allen, Malcolm says, “I Still Call Australia Home,” but New York City has become his residence of choice. He thrives on Manhattan’s energy and makes the most of living in one of the world’s greatest cities. From the eclectic neighborhoods and dynamic nightlife to diverse arts and culture, there is always something new to discover. Best of all, living in one of the world’s biggest travel hubs, no vacation destination is too far away!
Where You’ll Find Malcolm Before – and After – Work
Malcolm is a self-professed “fitness freak” (some may say masochist!) and when not at DCI, it is highly likely you will find him at the nearest Equinox gym. Whether weight training or swimming, vinyasa yoga or abs classes, it seems the gym is Malcolm’s second home. A sucker for new fitness classes, he just discovered Brazilian Abs – and his newfound six-pack stomach thanks him for it.
Places that Malcolm has Called Home
Sydney, Australia
Los Angeles, California
New York, New York
Surprising Facts about Malcolm
Old Shirts Suit Malcolm to a “T”
Malcolm has a vintage T-Shirt obsession, especially those that feature travel-related artwork and designs. No matter where he travels, he always manages to find time to explore second-hand clothing stores and comes out with a souvenir.
Como vai? Tudo bem! (How are you? Very well!)
Malcolm embraced turning 30 in 2008, spending this life milestone on Ipenema Beach in Rio de Janerio. Not wanting to do anything half-hearted, this inspired him to learn Portuguese (Brazilian) which he continues today thanks to weekly classes with a desire to become fluent in the language. It also provides him a good reason to return to Brazil each year to put theory into practice. Otimo!
Malcolm A-Go-Go?
When Malcolm first moved to New York City, he moonlighted as a go-go dancer in the East Village in 2004/05. While the boots have been hung up for good, he did briefly “come out of retirement” at the Tourism Australia G’Day Toronto Foam Party in February 2007 and Vancouver equivalent event in April 2008.
