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TOURISM MARKETING

The team at Evolve Tourism Cairns have been preparing Tourism Marketing Strategies and Plans more than 20 years across all corners of Australia.  Brand and Marketing solutions have been crafted and activated for Regional Tourism Organisations, Councils, Tourism Operators large and small.

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Tourism Marketing Approach

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Step 1: Opportunity Assessment

Both Destination and operator Marketing Plans require a solid and current base of traveller insights. Evolve Tourism work through a detailed process of existing document review, original research with existing and target travellers, an audit of existing and past brand assets and marketing programs.  These desktop assessments are bolstered with workshops, industry surveys and stakeholder conversations. External studies include a review of the competitive environment and exploration for global benchmarks. 

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Step 2: Strategy Development 

Preparing brand and marketing strategy is the critical step of translating insights gathered in stage one to the formation of strategy and program direction.

Brand Strategy will detail your brand DNA or essence; brand personality and character; experience attributes of competitive advantage and value propositions to each target traveller. Marketing Strategy will address target markets and customers; pricing; distribution; product; promotions and partnerships. Strategy is the anchor point for your activation plan in step 3.

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Step 3: Activation Planning

In this final step we detail action plans, budgets, resources and timelines to bring agreed strategy to life.

Your action plan will also outline key performance indicators, measurement systems and processes to ensure continuous learning. Today's strategies and action plans will be highly adaptable to the rapidly changing landscape and have already considered scenario responses.

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Tourism Marketing Projects

David and the team at Evolve Tourism have been delivering Marketing Strategy and Activation Plans across all corners of Australia since 2006.

The team specialise in regional and remote tourism communities and operations with experiences ranging from Destination Marketing Plans and solutions for boutique and wilderness accommodation, tours, attractions and events.  The following shares a small selection of more recent work from Tasmania to rural NSW and Cairns, Queensland.

Cradle Mountain Visitor Centre by Cumulus Studio

Cradle Mountain Visitor Centre by Cumulus Studio

Sharp geometric forms beckon to a honeyed cave Cradle Mountain Visitor Centre is a building of contrasts. It’s imposing but harmonious. It’s an abstract interpretation of nature. And it’s modern with a rightness unrooted in time. Most surprising of all, perhaps, is how the raw exterior unwinds into a warm, soft, delicate timber lining. With wild rainforests, rolling grasslands and roaming Tassie Devils, it’s no surprise Cradle Mountain entices a surging number of visitors. But how can you design a meaningful visitor experience in a footprint never intended to accommodate that number of guests? The Visitor Centre is the first development in a major plan to reimagine the iconic Cradle Mountain experience. The Visitor Centre offers a warm alpine welcome to reflect both the sense of rugged-up anticipation on arrival and the distinctive Cradle Mountain geology. The sculptural, wilderness-inspired development includes an orientation building, commercial services base, shuttle bus shelter and coach transit centre. At every turn, we aimed to honour the significance and sensitivity of this world-renowned national park. Materials to mirror nature We designed the buildings to feel grounded, as if carved from a solid rock by a glacier. The umbrella rain-screen form references the folding angular geology of the site, inviting visitors into the cave-like timber interior. The choice of timber for the interior was about the poetics and qualities of the place. Because timber is natural, guests feel connected to nature. It often evokes a response other materials don’t. Measured tourists footprints The design required an in-depth understanding of visitor movements across the site. It needed to accommodate the wide gap between peak and average visitor numbers and feel inviting in both cases. Our intuitive way-finding strategy creates a flow to subtly guide visitors while they interact with site interpretation and visitor information. We used a hierarchy of space that organises services but lets the staggering natural setting sing out. No mountain high enough The Visitor Centre design went through many iterations as more stakeholders saw the project’s potential. But we’re proud the essence and guiding goals remained constant throughout, even as other aspects shifted around them. It’s quite a feeling to walk inside the sculpted interior timber cave, a completely unexpected gem inside the building. Whilst the triangulated timber volume’s complex geometry proved a technical challenge, it’s all the more satisfying to admire it now knowing the hard work involved. Location Cradle Mountain, Tasmania Client Tasmanian Parks and Wildlife Service Year 2020 Status Complete Architect Cumulus Studio Videography Jesse Hunningford Discover more: https://cumulus.studio/portfolio/cradle-mountain-gateway/