- Published on Wednesday, 20 July 2011 16:52
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This week industry veterans Terry Goodall and John Dineen announced a new approach to marketing holiday parks in Australia.
“Our new brand, PathFinder Parks, will revolutionise how holiday parks are promoted,” said Terry Goodall, managing director of Pathfinder Parks P/L. “The market is changing dramatically and we have identified a series of trends and opportunities. Our aim is to establish a collection of unique properties across Australia that can capitalise on the changing market.”
The strategy was developed following extensive research. John Dineen, who has more than 25 years in hands-on experience in the operation and marketing of tourism properties said, “This will be an absolute godsend for our industry. While other marketing programs promote the brand first and foremost, PathFinder Parks creates a focused marketing plan for each park promoting that park’s unique features. It’s a far more individualised and personal in approach.”
Terry Goodall, while well known as the former CEO of one of Big4, has had a long and successful career developing strong brands, said, “With today’s changing marketplace the PathFinder team wanted to create a new and exciting concept for our industry. PathFinder Parks is more than just a brand, it’s about improving product, delivering better marketing at a park level, providing a great experience for holidaymakers and importantly, delivering a better, measurable return-on-investment for those operators.”
Mr Dineen added “As park operators ourselves we know that PathFinder will help to strengthen the position of the Holiday Park in the eyes of the travelling public and that can only be good for the industry.” John went on to say “PathFinder Parks will have advantages for travellers, from special facilities for people holidaying with their much loved family dog, to offering a sensational cup of coffee in the morning. We want to create a strong, marketable point of difference for each of our parks.”
“There is another important industry advantage, rather than competing with the established brands in the market PathFinder Parks can operate right alongside them,” Terry Goodall said.
“The co-branding of parks has long been established in the caravan and camping industry and PathFinder is happy to work with the other brands as we believe we all have a place and PathFinder offers complementary benefits to both park operators and the holidaymaker.
It’s really up to each operator as to how they wish to work.”
Launching to the consumer market later this year, PathFinder is currently developing the network.
Terry Goodall said, “We already have a number of operators on-board and we are offering territorial exclusivity for those park owners who join PathFinder as foundation members – just another of the many advantages PathFinder offers.”