Undara Experience - Rebrand

The Managing Director of Undara approached us in March of 2016 with a clear objective of increasing business to Undara during the shoulder and low seasons. Undara is an expereince that is located about 4 hours drive South West of Cairns in the Gulf Country. As an experience, it is jaw dropping. Vast landscapes, coupled with the longest lava flows anywhere in the world and they in turn couple with the Undara Lava Tubes which have been quite simply preserved in time. Undara is an experience that should be on the "must do" list for any traveller to North Queensland.

The first item we looked at was the promotional tools that were being used to promote Undara. We very quickly zeroed in on the imagery. To capture the emotion of Undara, a new image library was needed, so we engaged Brad Newton one of the best photographers in Cairns. Brad embraced this project with gusto and gave us an image library that we could use across all facets of the operations at Undara.

Changing the Shopfront

Once we had the images we then looked at the "shop front" for any any tourism business and that is the website. We wanted to incorporate the new imagery into the site as well as introduce a direct booking fulfillment via the website for guests to book and confirm their stay at Undara. Once again we went to a local Cairns web designer RJ New Designs who delivered a great website with this key functionality. 

We saw the need for having direct booking fulfilment as key to achieving the key objective of more bookings through low and shoulder seasons. This had been a challenge for the business to consider previously, but we tailored a solution for them. This then opened up engagement with Online Travel Agents (OTA's) which increased their distribution footprint markably. Once they were switched on, bookings were immediate at a time when the property was needing to see bookings.

In the background to all of this, we also worked on refining Undara's trade engagement with new rate contracts adn collateral that was designed to also showcase just how easy the product is to work with and more importantly how the product can be sold. 

At the end of our 12 month contract, it is clear to see that Undara is now attracting bookings at a time when they need them. With constant engagement, these channels will only grow. 

If you havent been to Undara, put it on your list. it is truly an incredible experience and one that Pinnacle Tourism Marketing was very proud to be associated with.