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Cooperative Marketing and Partnerships

Marketing an individual product or attraction can be an expensive and time intensive process for an industry operator. Marketing at a destination level through a collaboration effort between industry stakeholders can help to gain time and cost efficiencies and identify new market potential. Destination marketing can also lead to extended length of stay and increased expenditure within a region.Read more
Marketing an individual product or attraction can be an expensive and time intensive process for an industry operator. Marketing at a destination level through a collaboration effort between industry stakeholders can help to gain time and cost efficiencies and identify new market potential. Destination marketing can also lead to extended length of stay and increased expenditure within a region. Research into the development of cooperative marketing partnerships in a destination has shown that:

  • Establishing a dedicated and experienced marketing committee as part of the overarching ‘Destination Management Structure’ to guide and inform decision making for destination marketing;
  • Cooperative marketing partnerships should involve a range of industry stakeholders and be based on shared values and goals, as highlighted in the establishment of the Grampians Marketing Inc to bring together local industry and the State Tourism Organisation;
  • Destination Management Tip

    Cooperative marketing can be a more cost-effective means of raising the destination’s profile in the marketplace and showcasing a destinations products and experiences.

  • Cooperative marketing should promote a consistent and shared ‘brand’ or destination image in the promotional and advertising techniques selected;
  • The identification of promotional techniques should also be based on an assessment of the target market and competitiveness attributes of a destination;
  • Cooperative marketing should be targeted and specific to a particular target market segment of a destination, as highlighted in the cooperative marketing alliance formed between the Great Ocean Road, Grampians and Goldfields to promote the Great Southern Touring Route;
  • Clear roles and responsibilities should be developed for all stakeholders involved in a marketing partnership;
  • A partnership agreement or MoU between stakeholders can assist in establishing a framework for the management of cooperative marketing initiatives;
  • The development of public / private partnerships can be a very effective type of marketing partnership;
  • Evaluating the success of collaborative marketing efforts is important in identifying future opportunities and strategies.

The Sustainable Tourism Cooperative Research Centre has research focussed on the development of public / private partnerships for tourism and the engagement of stakeholders in destination management. Please see the section on ‘Stakeholder Representation and Engagement’ for further information on developing collaborative partnerships between industry, community and government stakeholders.

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