Heli Charters Australia

Brief:  To establish a C&I market presence for the client within 6 months. With a short time frame this was a challenging objective. After initial meetings, we developed a tactical plan that dictated our activity for the next six months. One of the key considerations was keeping our client involved throughout the plan, as they would need to be in a position to carry on, once our contract was finished. After initial consultation and presentations to the industry, we worked with Heli Charters Australia to develop their initial series of sales collateral. After developing the concept, and writing the copy, we commissioned an outstanding graphic artist to design the piece (check out www.decoydesign.com to see how good sales collateral can look). We then distributed the collateral using both direct mail and also an extensive series of face to face appointments with key agents in the C and I market, throughout Australia. An extensive distribution of press releases also ensured wide coverage in publications for the C and I market. At the end of the contract period, our objective had been achieved and we were thrilled to receive a request from Heli Charters Australia to continue our contract for a further 12 months.

Freeman Productions

Brief:  To create and launch an experiential tour product combining several Western Cape York products. Etch Marketing was ecstatic to win the contract to represent a group of indigenous products that Freeman Productions is mentoring. Don and Judy Freeman are pioneers in indigenous tourism and Michael Nelson has worked with them over a number of years. When Etch Marketing came on board, the idea of creating a standalone tour product combining several of these experiences was already on the drawing board. In conjunction with Freeman Productions and senior people involved with the products, Etch Marketing set about developing the itinerary, organising the logistics, writing the promotional copy, costing the package and working up the brand identity of "Encounter Cape York". We then delivered a brief to the web designer (if you want to see how good websites can look visit www.pdis.com.au) who came up with a finished product that gives visitors a taste of how incredible the Encounter Cape York experience is - www.encountercapeyork.com.au. We commissioned the graphic designer to create print collateral based on the web site design, and we continue to develop other collateral to support the staged launch of the Encounter Cape York product into the tourism marketplace. Watch this space.