Cable Beach Club

Intersect Marketing provided marketing services to Cable Beach Club Resort & Spa for over 12 years. Working closely with the Director of Sales based in Melbourne, the property owners of the resort Hawaiian Group in Perth, as well as the Broome resort team, we worked nationally as key partners to build their ongoing marketing and public relations strategy.

Client objectives

Perth based Hawaiian initially engaged Intersect to work on the ongoing marketing and public relations strategy to increase visitors to the resort following the collapse of Ansett in 2001. Continuing to develop a strong and consistent Cable Beach Club brand targeting all market segments including direct consumers, travel agents, travel wholesalers, conference managers, airlines, corporates and media was essential over the subsequent years.

How we helped

Over the 12 years, we became an integral member of the Cable Beach Club team and services incorporating all aspects of an integrated marketing strategy including:

  • Management of media campaigns and execution;
  • Fostering media relations and managing public relations campaigns including hosting of journalists at the resort;
  • Researching and reviewing sponsorship opportunities, requests and execution;
  • Strategize, manage and execute promotional opportunities to leverage the brand;
  • Liaison with Cable Beach Club Resort & Spa key stakeholders and suppliers including development of marketing and public relations proposals;
  • Assisting the Director of Sales with proposal development targeting key stakeholders to leverage campaign budgets;
  • Manage the strategy, development and reporting of the Post Code Catchment Database on a monthly basis to provide market intelligence for the Sales and Marketing team;
  • Work with the Resort to better extract Resort data for Market Intelligence;
  • Manage the Strategy, development, execution and reporting for the Return Guest Management communication;
  • Develop and manage the Cable Beach Club Resort & Spa website and Careers website including strategy, execution, copywriting and uploading of information;
  • Manage the Return Guest CRM database;
  • Attend industry functions and meet with key Tourism personnel on behalf of Cable Beach Club Resort & Spa;
  • Provide administrative support to Resort staff when required;
  • Competitive pricing and recommendations on key suppliers and resources;
  • Overall project management of all associated external parties;
  • Liaison with all providers to ensure effective delivery of projects;
  • Provide post campaign recommendations and advice on future improvements;
  • Manage social media including strategy, recommendations and implementation such as Facebook and Trip Advisor
  • Manage and execute all market research;
  • Assistance in managing the Marketing Budget with the Director of Sales;
  • Travel to host guests at the Resort when the Sales or Resort team were unable;
  • Writing and submitting winning tourism awards submissions.

The Result

Developing the award-winning Cable Beach Club Resort & Spa brand during Intersect Marketing’s consulting period over the 12 years assisted in building the foundation for its continued growth and strength within the tourism industry today.