Crowne Plaza partners Central Coast Tourism
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Thursday April 22, 2010: Crowne Plaza Terrigal has returned to the Central Coast Tourism fold as its first top-tier partner. The sponsorship agreement comes two weeks after the tourism body launched its new membership structure and a year since the hotel withdrew its long-standing support, instigating a review of the organisation’s management structure and destination marketing strategy.
In launching the revised membership structure in late March, new Central Coast Tourism chief executive officer Oliver Philpot heralded a fresh approach to attracting visitors to the region and directly assisting local tourism operators build their businesses. It was the moment David Bark, general manager of Crowne Plaza Terrigal and long-time advocate for a more strategic approach to marketing the Central Coast, was waiting for.
“We’ve been watching CCT’s progress closely since cancelling our sponsorship in March 2009. It’s been since Oliver’s arrival as the new CEO in January however, that we’ve seen the most marked changes in the organisation’s approach to driving awareness of what the region has to offer, and attracting more visitors.
“Over the last three months, we’ve witnessed a seismic shift in the way CCT engages the industry. They’re proactively working to find opportunities to add value to what we do, and have clearly demonstrated how our support will result in greater awareness and more business.
“Central Coast Tourism has gone from being an ineffective dinosaur a year ago, to the dynamic and enthusiastic team with clear objectives and practical strategy that it is today. We’re excited about the organisation’s potential as a powerful business partner, and to be getting back on board,” David said.
As Central Coast Tourism’s first Corporate member, Crowne Plaza Terrigal will receive the gamut of benefits available to the tourism body’s supporters. These include prominent exposure in Visitor Information Centres and Central Coast Tourism marketing initiatives, through to joint marketing initiatives throughout the year.
“Our new membership framework is the foundation of our ability to attract visitors to the Central Coast. We’re a not-for-profit organisation, so the support of major operators like Crowne Plaza Terrigal at a Corporate level provides a real boost to our potential,” Oliver said.
“Crowne Plaza Terrigal is one of the few tourism businesses on the Central Coast with an international presence, and significant sales and marketing resources at its disposal. That their team has recognised the benefits of investing in our activities as the destination marketing body, is a vote of confidence in our fresh approach, and the region in general.
“In particular, Crowne Plaza Terrigal’s return as a supporter of Central Coast Tourism marks our departure from the issues of the past, and an excellent start to the next phase in the growth of this region’s tourism sector.”
The partnership between Crowne Plaza Terrigal and Central Coast Tourism will be renewed annually, laying the groundwork for a longer-term strategic focus.
ENDS
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