Client: Sisters of Saint Joseph of the Sacred Heart, NSW Region This project responded to a felt need for a fresh look at a long-standing initiative of the Sisters, to answer the question of what options there may be for this initiative to continue to serve an evolving community. The project team has now reviewed…
Tag: strategic direction
Goodbye ‘Mary Wells’
Client: Contiki Holidays (Australia) Task – Strategy Update: Review of 2006 census and historical data and reconstruction of client typographies for target client group. Effectively since its inception, the Contiki brand has centred its marketing strategy around a conception of women 18-25 which was iconically based in the women typical of the times – known…
The agency ‘lucky dip’
Client: Contiki Holidays (Australia) The ‘lucky dip’ to find an open-minded, positive, well-informed travel agency Task – conduct “mystery shopping” or blind interviews to assess the extent to which travel agencies correctly promote and sell Contiki products.