new product - strategy + launch
Sunlover Reef Cruises
Marketing initiatives including updated branding, new video and photo assets, a new website, strategic partnerships, product development, and a wealth of positive public relations (PR) stories have been instrumental in diversifying Sunlover's markets. From July-October 2019 compared to the same period in 2018, Western markets grew by 22%, Cruise Ship by 160%, and Direct Consumer by 18%.
To illustrate, I created a product called Sunlover Funlover targeting groups and charters. Using Sunlover's Arlington Reef charter pontoon as the champion product, I art directed a photoshoot resulting in aspirational and unique hero images. With the angle 'Australia's Most Unique Venue,'
I launched a PR campaign resulting in global media coverage. The estimated advertising value equivalent (AVE) was over $200,000. It featured as a hero double-page spread in Tourism Australia's Business Events Guide for New Zealand with the caption "TAKE ME THERE NOW...candy for your eyes." (see above gallery)
New website content, imagery, collateral, and public relations activities for Sunlover's 'Marine Biologist for a Day' program increased revenue from the education market by 105% year on year (YOY). I was instrumental in the development and launch of the 'Marine Biologist for a Day + Astronomer for a Night' product extension, which Tourism and Events Queensland (TEQ) distributed to their media and agent networks internationally. (see below gallery)
On day one of the launch, I received a direct inquiry that had the potential to bring Sunlover 100 groups of students per year. Plus:
Immediate repeat booking at twice the size from the client.
800% increase in web page views.
Domestic and international media exposure including China.
Tourism and Events Queensland (TEQ) featured it as a stand out example of an education program in their education brochure.