Case Study

Southern Great Barrier Reef Marketing Alliance Projects

Tourism Solutions

The Challenge

The SGBR Marketing Alliance has been operating successfully for more than 10 years as a collaboration between GAPDL, Bundaberg Tourism and Capricorn Enterprise. The future introduction of a new funding model by TEQ for RTOs has led to an exploration and analysis of the potential for new ways of working between the three RTOs in a detailed report in mid 2023. We worked with the 3 SGBR RTOs and secured TEQ funding for 4 projects to progress. Read more about them below.

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The Projects

SGBR Report on Potential Opportunities and Possible Outcomes of Forming a Strategic Partnership or Amalgamation

This detailed report investigated a range of potential new forms of working for the existing SGBR Partnership, in order to make the destination marketing and development of the entire Southern Great Barrier Reef region more efficient, more effective and ultimately, more sustainable.

SGBR Marketing Alliance Enhancement

This is a detailed report and related documentation outlining the enhancement and strengthening of the existing SGBR Marketing Alliance including governance, structure and process templates, policies and procedures, and Marketing and Brand Process Guidelines.

SGBR Marketing Alliance Business Case

Developed a full Business Case on the new SGBR entity, detailing case studies and current research, market trends, and the ideal operational structure to transition to a Strategic Alliance/New Entity. Recommendations were made on a membership or partnership model approach, finances, and revenue streams.

Strategic Communications Plan

Once the Business Case is complete this will be a macro regional communication and engagement exercise to sell the benefits of the new alliance.