Pinnacle Tourism Marketing Cairns North Queensland

What We Do


The tourism distribution world is ever-changing and very dynamic. Pinnacle Tourism Marketing offers your product or property a seamless engagement with a myriad of different distribution channels that are designed to maximise the results to your business.

Here is just a sample of what we can offer you.


Market Representation in the Western Hemisphere Markets

Each year, we undertake an aggressive sales call schedule to the Western Hemisphere Markets, involving sales meetings, product training, strategic planning and relationship building with all major wholesalers. Our sales trips are designed to take place around peak booking periods or strategic planning periods of these markets, with the team often visiting multiple times a year. Additionally, we represent our clients at international trade events, such as Australia Marketplace – North America & UK/Europe, Corroborree West and of course the Australian Tourism Exchange (ATE).

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Market Representation in the Inbound Market

Pinnacle Tourism Marketing has very strong ties with this sector, built up over many years of delivering credible tourism experiences to inbound agents. Additionally, Pinnacle’s owner Michael Nelson’s held a position on the national board of the Australian Tourism Export Council (ATEC) for six years, strengthening relationships with key inbound agents during this time. A minimum of two inbound sales & training trips are completed each year to the major centres of Brisbane, Melbourne, Sydney and Adelaide, as well as representation of our clients at key trade events including ATE, ATEC Meeting Place and Inbound Up North.

Market Representation in the Domestic Market

No matter where our clients are based, the domestic market is an as extremely important source of business. For this reason, Pinnacle Tourism Marketing maintains very close contact with the major domestic wholesalers, both traditional and online, that are a critical part of the distribution system. From implementing tactical offers, to creating and maintaining preferred operator contracts, we make sure our clients are front of mind in this market. Four sales trips are conducted each year and focus not only on meetings with Product Managers but also on the training of reservations staff.

Market Representation in the Retail Market

Pinnacle Tourism Marketing is constantly seeking ways to increase distribution of our clients’ offerings. We recently launched a B2C channel, Unwind North Queensland, that highlights and promotes our clients’ products through monthly deal packages, that are marketed to travellers through an extensive digital marketing campaign strategy. We are excited to offer another channel to generate bookings for our clients.

Market Representation in the Online Travel Agent Market

Technology has transformed the way travellers find and book accommodation and experiences, with Online Travel Agents (OTAs) becoming a key distribution channel for all tourism products. Pinnacle Tourism Marketing has fostered strong relationships with key account managers at these OTAs, ensuring our clients are working effectively with these channels and enjoying enhanced listings on these websites. We assist our clients by auditing and optimising OTA listings to drive sales, and we have an intimate understanding of how to get the best out of, Expedia, Agoda, Get Your Guide, TripAdvisor and other OTAs. We are always on the lookout for new OTA opportunities to ensure our clients are positioned where the consumer is going to book.

Rates, Contracting and Additional Service

Rate development can be a daunting task, especially when agents request rates so far in advance. Pinnacle Tourism Marketing can assist with putting your rate grids together, taking into account CPI and the performance of the market. We can then distribute the rates to all the necessary agents for maximum exposure. We can assist with contracting of specific agents and filling in their contracts where necessary. We negotiate terms and conditions on your behalf to ensure the best possible outcome. With many years of experience with strata properties, there are additional services we can offer to help you navigate strata management and dealing with multiple owners especially if this area is new to you.

Business Mentoring

Drawing on decades of experience, Pinnacle Tourism Marketing specialises in helping small to medium sized businesses become trade-ready through workshops, one-on-one sessions and marketing support. Recent tourism bodies that we have been engaged by to conduct mentoring and International Ready Programs include: Visit Sunshine Coast; Visit Victoria; Townsville Enterprise; Australian Tourism Export Council; Tourism Top End; Brisbane Marketing; Tourism Tropical North Queensland.

Marketing and Strategic Plans

Regardless of what stage of the life cycle your business is in, Pinnacle Tourism Marketing can create a tailored strategic marketing plan to give your product/s a roadmap for the future. Drawing on experience from all members of the Pinnacle Team, we thrive on bringing your vision to life within your budget and resources.

Branding and Collateral Design

Branding is a key element in the positioning of products within the tourism space. Pinnacle Tourism Marketing works very closely with a boutique design studio partner who has extensive experience with the development of tourism brands. As well as brand development, Pinnacle Tourism Marketing assists with the development of collateral for clients to ensure that they have the tools required to pursue their target markets. Take a look at the scrolling bar opposite for the design projects we have project managed for some of our clients.

Campaign Development

As a marketing company, Pinnacle Tourism Marketing can also develop campaigns as a project to target specific markets. Depending on the target markets, Pinnacle uses a variety of formats and methods to achieve results. Have a look at our case study on the Undara Experience to see what we can do.

Your Website

The website for your business is seen as your shopfront. Getting this right is a huge part of the engagement with your target audience. We can help you in the following way

  • Your Website: Brand consistency, search engine ranking, user engagement on your website, website content
  • Other People’s Websites: Exposure of your product, presentation, targeting your web presence
  • Digital Marketing: Facebook, Instagram & YouTube Strategy and Management
  • Digital Collateral Management: Appropriate formats and correct distribution

As part of the initial client assessment Pinnacle undertakes with their clients and their current distribution channels, the client’s website is also assessed to ensure that it is completing the function that it was designed to do. From there a complete plan of action can be developed to improve a client’s exposure through this distribution point.

Recent Projects

Townsville Enterprise - Trade Ready Manual March 2019

Tourism Top End - International Distribution Masterclass

Tourism Central Australia - Pathway to International Exposure (PIE)

Pricing and Distribution Strategy Kinnon and Co

Tropical Tablelands Tourism - Tableland Trails Campaign April 2016

Tropical Tablelands Tourism Marketing Plan 2016/17

The Grange Group Victoria Marketing Plan March 2016

Tinaroo Lakes Resort Marketing Plan

National Trust of Queensland Marketing Research Report May 2016

Tropical Tablelands Marketing Plan


Michael Nelson On Linked In

Michael Nelson - Director
Ph: 07 4031 6447

Mike Webley On Linked In

Mike Webley - Business Development Manager - The Americas, Online and Domestic
Ph: 07 4031 6447

Georgie Frykberg On Linked In

Georgie Frykberg - Touring and Marketing Coordinator
Ph: 07 4031 6447

Location Map

Pinnacle Tourism Marketing
5/140 Mulgrave Road
Queensland 4870 Australia

Location Map...

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