Community
12 February, 2022
Experience Oz and Destination Cairns Marketing drive tourism recovery in Far North Queensland
AUSTRALIAN owned and operated businesses Big Red Group, the parent company of Experience Oz, and Destination Cairns Marketing (DCM) have agreed to terms on a new joint venture set to benefit tourism operators and aid industry recovery in North Queensland.
As North Queensland continues to face challenging trading conditions, the joint venture comes at an opportune time as it seeks to leverage the reach of Big Red Group’s audience to increase domestic volumes within the area.
Chief Executive Officer of Big Red Group David Anderson said they are very excited about the partnership.
“We’re absolutely delighted to have forged this agreement with DCM, a well-known and highly respected family-owned and operated business which has embedded itself within the North Queensland tourism sector since 1986,” Mr Anderson said.
“We know how tough it has been for the tourism industry as a whole, with Cairns and surrounds being particularly hard hit.”
Under the agreement, Big Red Group’s leading domestic holiday brand, Experience Oz, will generate demand via branded tour desks underpinned by significant marketing investment.
Its B2B platform, Experience Oz Local Agent, will supply the technology to support activity bookings across the 130+ hotels currently working with DCM, providing more advanced capabilities such as in-room activity booking via QR codes and lobby booking kiosks.
It’s a win-win partnership set to drive much-needed growth across the sector, with hotels, guests, tour and experience providers all set to benefit under the landmark partnership.
Mr Anderson said the partnership would bring a lot of growth and positive outcomes.
“Despite Experience Oz and DCM having been respectful, if fierce competitors in the past, we recognise that we are better together, pooling our resources and expertise which will ultimately deliver much better outcomes for all stakeholders,” he said.
“We have established a fantastic working rapport with DCM owners Denis Donaghy, Sam and Greg Ferguson and have every confidence in their capabilities to execute this on the ground.”
General Manager Commercial for DCM Sam Ferguson said this affiliation would mean a new page for North Queensland’s tourism.
“This is an incredibly exciting partnership which will bring a significant boost of momentum and generate new demand for the area,” Mr Ferguson said.
“Big Red Group has an impeccable record in building trusted brands and long-term mutually beneficial partnerships.
“We are looking forward to working collaboratively to bring this new venture to life and aim to play a key role in driving tourism recovery within the region.”
