Tourism Export Marketing Plan
Needless to say, we get pretty excited about projects like this. This is Clear Vision Consulting heartland – tourism, outback region, export marketing…sheesh! Bring it on, we say. If you know us, you’ll be nodding. But it’s not all about us….
Emu Run Tours is an iconic Central Australian backpacker tour company that has transformed into a high-value, mid-priced tour operator. Under new management, the Managing Director re-branded the business, opened a new retail space in Alice Springs and tightened up operations. Then, he called us in to undertake a Business Review looking at their human resources, markets, product and pricing.
The Review showed a good case for Management to take new risks and implement new ideas, such as attracting new markets and getting out of the price wars waged by local competition…slashing prices to win business is ok if you are budget, but not a fit with Emu Run’s new brand. With a new market position and building on their successful direct sales strategies, we undertook a Business Plan including an export plan with the help of in-market trade representatives both within Australia and overseas. The main aim was to grow the business through new sales, to maintain attention to detail, outsource what the business wasn’t expert in and stick to their knitting – delivering quality bus tours in Central Australia.
Due to the quality of the product, it’s affordability and great in-house systems, the business won new contracts almost immediately, but it doesn’t always happen this way. International marketing in tourism takes time to gather momentum and for branding to get traction by agents and wholesalers, but the timing and countries targeted were right on thanks to Global Tourism Network.
Emu Run Tours will make its inaugural appearance at major international tradeshow Australian Tourism Exchange in Melbourne this June, supported by GTN.
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