Goup of Eight University US fast food company Australian Supermarket Leading retail bank Global food manufacturer Listed fertilizer company Victorian State Government Department of Resources, Energy and Tourism Home Improvement Consumer Products Hardware retail chain Meat and Livestock Australia
 
Challenge
 
To devise a framework for a tourism
quality endorsement mark for the Australian tourism industry.
 
Approach
 
  MARKET RESEACH  
 
Interviews and discussion groups were convened with representatives from industry associations across the tourism sector.
     
  MARKET ANALYSIS  
 
A desk audit of other tourism quality marks was undertaken. Discussions were also held with the New Zealand tourism authority about their mark.
     
  STRATEGY  
 
Brand architecture and brand protocols were developed and a business model for funding the mark was proposed.
     

 

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Department of Resources,
Energy and Tourism

The McKINNA Factor

The Australian tourism industry was violently divided on this issue. The stakeholder research required McKINNA et al to sensitively negotiate a win/win solution between each of the politically savvy parties.

Where other consultancies had failed, McKINNA et al was able to devise a workable model using insights from our cross-sectoral experience.