Pinnacle Tourism Marketing Cairns North Queensland

The Undara Experience – Project Case Study

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 experience 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.

Once we had the images, we then looked at the “shop front” for 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 fulfilment 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. The other channel that we highlighted was the Online Travel Agent(OTA). By hooking Undara up to a Channel Manager we were also able to distribute Undara through these key intermediaries. Once these channels were switched on, bookings were immediate. By having the Channel Manager the property was also able to easily manage the bookings as well as control the direct bookings coming in from their website.

In the background to all of these we were also working on refining Undara’s Trade Engagement with new rate contracts and collateral that were 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 haven’t 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.


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

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Pinnacle Tourism Marketing
1/327 Sheridan Street (PO Box 1114)
North Cairns
Queensland 4870 Australia

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