Situation

Four independent tour operators sought to expand adventure tourism in Victoria under four key activities: abseiling, horse riding, white water rafting, and 4WD/RV.
TWP saw the opportunity as a prototype
for collaboration and cooperation in the development of a strategic approach to building a brand image in international markets for adventure tourism in northeast Victoria.

Solution

TWP worked closely with local government and the four tour operators to prepare and submit an AusIndustry Grant application  for the Australian Tourism Development Program (ATDP) in the Research & Development category. TWP was involved in all aspects of the project, from research, design to financial and project management, client liaising and reporting to local and federal government. In delivering the programme, TWP developed a logo suite, a corporate promotional brochure, a series of product brochures, presentation templates for
use at international shows, an image library, a post programme, branded clothing, an international print and digital advertising campaign, extensive stakeholder and customer communications and an inspirational website – www.adventuretourism.com.au

Results

TWP’s grant application resulted in AusIndustry awarding Adventure Victoria funding aimed at bringing together the four tour operators to expand adventure tourism in Victoria’s high country. It was awarded a budget of AUS$250,000 to develop its key criteria in research, market and product development, branding, website development and sales collateral. The business is now poised for further success in key international and local markets with new business partners, clients and an evolving product mix.