Overview: Launch a start-up new business offering luxury adventure sailing, including , business planning, website development, product development, business process development, brand development, and marketing & advertising
The Problem: The owners of Sail Darwin had purchased an existing boat and business which was not performing profitably. They wanted to rebrand and position the business in the luxury adventure sailing space, and to generate at least 200 days of sailing charters per year.
The Solution: The previous brand and website were retired, and extensive market research was undertaken to arrive at a new brand that reflected the values of luxury adventure travel, but that was also fun and accessible to a wider audience. Once the new brand was developed, comprehensive business planning was completed, and the business developed according to plan. Sail Darwin was launched in January 2014 and by July 2015 had received national and international attention, and was lauded at the number 1 “must-do” experience in Darwin. Sail Darwin is a double recipient of Tripadvisor Certificates of Excellence.
Cathryn’s Role: Cathryn had overall responsibility for business planning, brand development, product development, website development and implementation, integration of an online booking engine, social media and channel distribution, marketing and advertising, and stakeholder engagement. She worked closely with traditional owners to develop Aboriginal and cultural experiences that were both respectful and meaningful.