Positioning the ‘Gateway to Paradise’

The British Virgin Islands Airports Authority (BVIAA) owns and operates all airports within the British Virgin Islands. It oversees connectivity to hundreds of domestic and international destinations with frequent daily flights to top-rated, major cities in the Caribbean.

The Authority also has the responsibility for providing safe, secure and efficient gateways from the islands to the world. With the goal of championing the beauty of the British Virgin Islands by providing the ultimate arrival and departure experience, I strategically led the rebrand and repositioning of the BVIAA brand within the British Virgin Islands’ overall tourism growth plan by modernising its image, look and messaging.

I developed a new logo, branding colours, palettes, sub-marks, a new tagline, messaging, architecture and the overall brand visual direction.

Finally, I permeated the brand strategy across all key touch points: Audiences & Data, Content,Website, SEO, a Customer Care Program, Social Media, Experiential Marketing, a PR Strategy, a Growth Strategy and a B2B Strategy.

Visit BVIAA online

Capturing the soul of Norfolk Island

Norfolk Island offers all the things you love about the South Pacific, and a whole lot more.

Around every bend you’ll find a new surprise or twist that will make you rethink your notions of paradise. Our beaches are some of the Pacific’s best, with impossibly clear waters sheltered by teeming coral reefs just a short swim from the sand. But you’ll also discover moody cliffs where waterfalls tumble into the sea and dramatic headlands with views that go on forever.

After a sustained period of growth, arrivals began to fall in the mid-2000s, creating alarm in the island’s tourism industry and concerns for the island’s administration. Research undertaken by Prideaux found that one of the major reasons for this decline was the failure of the island’s tourism industry to recognize that the seniors market, its principal market segment, was undergoing generational change. The types of products and experiences and the quality of infrastructure that attracted the seniors market during the 1980s and 1990s are of marginal interest to the babyboomer seniors of the 2000s. Recognizing that significant changes were required in both its products and services and the manner in which the island is promoted a number of change strategies were implemented during the late 2000s. These changes included the adoption of a new five-year tourism development strategy, market research into the island’s shopping sector and more recently the introduction of a new destination brand titled ‘The World of Norfolk’

We were tasked with a brand mission to capture the heartbeat of Norfolk – from the flora, fauna, health, lifestyle, food, history and culture of the place.

The project, included a series of 45″ TVC’s would form the key part the Norfolk Island Tourism re-brand, with content shot on specialised camera rigs built in collaboration with Nikon Australia. 

Visit Norfolk Island Tourism online

Branding Australia’s first climate conscious property sales platform

airHomes Sale is the best place to find off the plan properties before they even hit the wider market. It’s where leading developers list their properties first and it’s also where you can enjoy state of the art 3D walk thru of each property to inspire your purchase.

Users can also sign up to get the latest live alerts on listings or even better, apply to become a marketing partner and share the best property opportunities with their networks. Investors and home buyers can also grow their wealth and property portfolio, from preview to purchase.

airHomes Sale is also leading the way on climate change by marketing off the plan properties.

I strategically led the repositioning of the airHomes Sale brand within the Australia by helping to define the brand’s image, look and messaging. I developed the brand tagline, messaging, imagery, architecture and the overall brand visual direction. I then permeated the brand strategy across all key touch points: Audiences & Data, Content,Website, SEO, a Customer Care Program, Social Media, Experiential Marketing, a PR Strategy, a Growth Strategy and a B2B Strategy.

Visit airHomes Sale online.

Helping users make smarter property decisions

For six years I led a team of 80+ agency professionals running digital marketing for Australia’s largest bank, the Commonwealth Bank.

One of the largest divisions I oversaw was ‘Home Loans and Property’. For this multi million dollar portfolio, my team came up with The Property Guide app,  created to help anyone looking to keep on top of the property market make smarter property decisions with ‘augmented reality’ insights into almost any Australian home, anytime, anywhere.

I led the team that helped strategise, create and develop the app which uses ‘augmented reality’ technology where rich data, including past sales history, current property listings and recent sales, was mapped on to a real world view through the iPhone’s camera on more than 95 per cent of residential properties in Australia.

The app was supported by data from two industry leader’s realestate.com.au, the nation’s number one property portal and rpdata.com, Australia’s leading property information and analytics company.

The app also allowed users to track the status of a property in favourites ensuring they never miss out on their ‘dream home’, calculate monthly home loan repayments on a particular property to gain a better understanding of whether they can truly afford a particular property and contact an agent or home lender directly from their iPhone and email listings to a friend.

The launch of the CommBank Property Guide iPhone app built on the Bank’s commitment to superior customer service by delivering greater value and enhanced benefits for Commonwealth Bank customers.

Results:
With 117,246 downloads in 24 weeks (target 100,000 in 26 weeks), the app peaked at number one amongst all lifestyle-related apps and at number three amongst all apps in the Australian market. More than 455,000 user sessions were initiated with 33% of unique users using the app at least monthly. 1.2 million property searches were made and there were tens of thousands of engagements with calculators, videos and articles. This also translated into an average of more than 45 calls per week to the Commonwealth Bank home loans number resulting in millions of dollars worth of home loans for the bank.

Awards:
As well as picking up a Silver Lion at Cannes, the app also won top honours at the 17th AIMIA Awards, claiming the best of the best category.

For more, visit https://www.commbank.com.au/