The Sandra Leach Company Representation, PR, Marketing

Niche Marketing


The challenge

Rawnsley Park Station launched 8 fantastic eco-villas in South Australian Outback, overlooking the spectacular Flinders Ranges. Owners Julie and Tony wanted to develop the UK market, but juggling the day-to-day management of a working sheep station, touring operation and large accommodation inventory made regular sales missions to the UK impractical. SLC were taken on in 2009 to source new distribution, develop marketing and train existing partners.

The solution

The majority of UK agents haven't visited South Australia, let alone Rawnsley Park, so extensive training was delivered to UK operators, including all 18 Trailfinders stores. Training was adapted to put Rawnsley in context, giving an overview of the region and what there is to see alongside practical information on how to put Rawnsley into a self-drive itinerary. A very strong relationship with the South Australia Tourist Commission confirmed a number of UK famil trips, and shared participation at events including a dedicated Trailfinders training evening and attendance at the new Wildlife Exhibition at Alexandra Palace.

The outcome

Additional brochure coverage has been secured in 4 key Australia programmes, and visitor numbers from the UK market were up 15% in 2011, despite visitor arrivals being flat into South Australia, and around -5.9% in Australia overall. The contract is on-going.

"Having SLC represent us in the UK is a significant expenditure item for our marketing budget. But with the inbound tourism industry continuing to face a challenging time, we consider it vital to maintain a strong presence on our main overseas market. That we have maintained occupancy rate, recording a modest increase in visitor numbers and increased turnover during a tough time for the tourism industry is extremely pleasing." - Tony Smith