Case Studies
100% Pure New Zealand (82 kb)
Tourism New Zealand introduced 100% Pure, which has enabled it to better target its marketing message to higher yielding markets and to broaden its image overseas.
Beechworth (258 kb)
Beechworth in an inspiring example of destination planning and management created collaboratively through the efforts of the business community, residents and council.
Burra (66 kb)
Through the vision and drive of individuals and community groups, what was once the world’s richest copper mine and Australia’s largest inland town has turned into one of the country’s strongest cultural heritage tourism destinations.
East Gippsland Tourism Structure (83 kb)
East Gippsland regional tourism organisation’s formation was an example of ‘social entreprenuership’ at work, involving a high degree of leadership, development and mentoring, as well as developing a major sense of grass roots level ownership.
Tourism Beep Test (81 kb)
Tourism workshops or ‘beep tests’ generated four entries from Gippsland to the State Tourism Awards in 2006, which grew to 20 entrants in the 2007 awards.
Gippsland Tourism Industry Leadership Program (158 kb)
This successful leadership program is conceptually based on the Williamson model of leadership training and enjoys synergy with the long standing Gippsland Community Leadership Program.
The Jigsaw Campaign (95 kb)
After fourteen years, Tourism Victoria’s ‘Jigsaw’ marketing campaign has attained near legendary status in the industry due to its consistency and constant refreshing.
The Harrow Sound and Light Show (78 kb)
This sound and light show in the small village of Harrow (population 90) demonstrates that the community working together can deliver an exceptional visitor experience.
Loddon_Valley_Tours (96 kb)
These successful tours demonstrate the importance of knowing your target markets well and carefully matching the product to the market segment and vice-versa
Melbourne’s Great Indoors (116 kb)
Through partnerships, strategic marketing and product offer, Melbourne has been able to transform its perception as a cold an uninviting destination in winter to a vibrant interesting destination.
Surf Coast Shire- tourism funding (172 kb)
Tourism funding schemes need to be transparent and clearly articulate the purposes for which the monies will be used. Tourism funding schemes may need to be adjusted, including the introduction of new approaches, to suit the needs of the time.
City of Melbourne Tourism Plan (199 kb)
Most Tourism Development Plans (TDP) emphasise marketing and product development. The City of Melbourne’s preparation of its first TDP began with recognition that Council’s key role in tourism is destination management: ensuring the destination delivers on the ‘promise’ made by marketing campaigns.
Mildura Events (245 kb)
Mildura has always been a centre for regional events, but it wasn’t until the late 1990s that the community - through its council - recognised that events could become the lifeblood of its tourism and hospitality industry.
Fun4Kids Festival (245 kb)
The event has received substantial benefits from participating in awards schemes over a number of years. The awards provide credibility to the event’s brand and also confidence in new patrons to the event.