National Landscapes: Innovative, nation-wide destination & marketing development program initiated by Tourism Australia.
A collaborative project with Calais Consultants of Sydney. Completion of MWWC (now 'Australia's Green Cauldron') destination & brand 'experiences audit'. Team-based contributions to creation of new, cross-border branding strategy. Also reporting on product strengths, gaps, development needs & marketing priorities. All work aligned with target market research findings and project's new international destination development & marketing goals. (A national best practice, case study.)
A collaborative project with Calais Consultants of Sydney.
'Supply Analysis' and appendices to Tourism Australia's National Road Tourism Strategy (published November 2006).
Comprehensive audit of
Parallel development of related audit methodologies and analytical tools.
Analysis and review of federal and state 'drive' websites and
related drive & rail tourism, industry sites.
Research and preparation of a projects-based, Tourism Development Report, identifying key opportunity areas for future product enhancement or development. Report also identifies innovative marketing options & activities.
A collaborative project with Calais Consultants of Sydney. Concept development and design brief for proposed new Centre's exhibit areas & visitor facilities. Developed following extensive consultation & workshops with regional Aboriginal communities and their Elders, as key stakeholders and storytellers. Addressed challenge of aligning product/content approach with key market research findings & core cultural values, to maximize visitor impacts, appeal & revenues. A high trust based process.
Tourism Development & Industry Services Strategy
Review prepared following statewide, in-depth consultations with leading tourism industry figures (regional and metropolitan).
Review findings and additional research then used in preparing options and recommendations for Tourism Industry Services
component to Travel Oregon's 2005-2007 Strategic Marketing Plan and Budget.
One of many collaborative projects with branding specialists, Total Destination Management. Comprehensive branding and implementation strategy produced. Process included broad based and in-depth consultations with County-wide, industry & government partners and wider industry operators of relevance. Precise concept developed & strategy recommended led to high levels of client & community satisfaction and thorough industry-wide implementation of brand manual's key elements.
A comprehensive & integrated Statewide vision and management plan, encompassing the five key focus areas of - Visitor experiences and product development; Tourism facilities and services; Marketing; Market Research; Business and industry development. Prepared to facilitate 'whole of government' leadership in nature tourism - following extensive stakeholder & industry consultations and the conduct of three original market research studies. Design briefs and writing for accompanying public video and publication. Plan generated fresh, more precise, state-wide market positioning.
