Doubling Visitors to a City Through a New Marketing Ecosystem

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The Marketing Transformation Challenge:

Build best-in-class marketing capabilities to support enhanced tourism offering.

The Marketing Transformation Solution:

  • Define and Design the internal marketing structures and external agencies – ‘The Marketing Ecosystem’.
  • Review 220 agencies and partners globally into 8 transformational workstreams.
  • Screen to find providers, review and rewrite of all RFPs to ensure clear scopes of work and evaluation criteria.
  • Pitch process and management.
  • Contractual support and guidance.
  • Strategic review of key media deals/partnerships
  • On-boarding of new agencies.
  • Internal and external process design and ways of working.
  • Build marketing capability through support for key roles.

The Outputs and Benefits:

  • Very significant cost savings and cost avoidance by negotiating, de-duplicating, improving scopes of work and contracts, integrating and building better processes, transparency, building organizational learning
  • Organisational alignment around marketing models i.e. global versus regional, single agency versus multiple, etc.
  • Appointment of key global networks.
  • Setting the organisation up for sustainable success through internal and external ecosystem review.
  • Specifying the best roles, job descriptions and profiles for key positions within the company.