Townsville Enterprise has brought in the big guns to boost its marketing power, teaming with leading agency Success Matrix.
The move to engage third party tourism ambassadors has received support from the local industry – with five local companies contributing to the appointment of Max and Amanda Kruse as international sales representatives.
Amanda Kruse was Townsville Enterprise tourism manager for five years and her husband Max comes with 20 years of industry experience with Qantas.
The marketing initiative developed by Townsville Enterprise has attracted financial support from Billabong Sanctuary, Reef HQ, Tropic Sail, Adrenalin Dive and Kookaburra Tours.
Townsville Enterprise Destination Marketing and Development General Manager, Brent Randall, says the move to appoint Success Matrix was designed to reduce costs associated with international marketing and give operators better value for money.
“This new partnership represents a new direction for our international marketing strategy. Max and Amanda Kruse have many years of experience in the tourism industry and an extensive contact base throughout our key international markets in Europe, and the United Kingdom.
“They bring an understanding of the tourism industry, both in terms of local product knowledge and the mechanics of the global industry, that will give us unrivalled access to the key decision makers who can make or break a destination,” he says.
According to Randall, one of the key factors to successfully attract international travellers is being included in packages and promotional material produced by international travel agents.
“Max and Amanda Cruse have been in the industry a long time – they know what doors to knock on, and they are familiar enough with our regional products to tailor packages to the needs of inbound tour operators in our targeted international markets,” he says.
Future marketing campaigns are set to leverage off existing awareness surrounding the Great Tropical Drive, and other northern hot spots.
“Engaging Success Matrix to represent both the region and members who buy in to the project is a much more efficient model,” Randall says.
“Success Matrix will be responsible for managing the North Queensland brand in international markets, they will work with Townsville Enterprise to produce an international brochure and provide monthly reports on their activities, competitor analysis, and opportunities for cooperative marketing and promotion for members.”