If the Region Grows, So Does Your Piece of the Pie

In the early days of going out on my own in brand and marketing in tourism, I had the great fortune of working with an incredible operator in Victoria. Nadine Kuc, the figurehead of the Baie Wines brand.

I can't even recall how Nadine found me. But it led to a relationship I learned so much from.

If hustle and energy were a phrase in the dictionary, you might find Nadine's name, face and the Baie story next to it. She carries herself with infectious energy, but she also puts in the work. It wasn't unusual for Nadine to hand deliver her product to restaurants and other partners. I believe she saw it as a chance to build relationships just as much as a job that needed doing.

But hustle and energy alone won't build a success story. Nadine is clever and strategic. She has a clear idea of the Baie Wines brand, who it's for and how to take it to market.

Two brands in the same room

When Claire was setting up Lon Retreat, a high end, exclusive retreat on the Bellarine Peninsula, she was looking for a wine brand to include as part of the guest experience. It's no coincidence that she chose Baie Wines.

Nadine had crafted a brand that feels exclusive. Dare I say it, cool. Claire was building an exclusive brand too. The brands aligned, and each benefitted from the brand equity of the other. Collaboration was a natural fit, and good for both.

It went beyond selling a few bottles of wine. It wasn't uncommon for Baie to sell out of the current year's vintage, so Nadine didn't necessarily need to sell more. But simply being in each other's presence proved both brands were worthy of being there. It grew each brand's awareness and added, in an intangible way, to the story of both.

Collaboration isn't preferable. It is an essential ingredient to succeed.

Find the win-wins

Collaboration doesn't mean finding exclusive brands and standing next to them. It's about finding win-wins with other tourism operators whose brand aligns with yours. Being strategic about the partnerships you choose, and generous with how you show up. Go into it with a short-term view or an "I need to win here" attitude, and it won't have the impact you want.

I literally can't think of a single business on a path to massive success in tourism that doesn't place a high value on collaboration and finding its place in the region's story.

Grow the whole pie

It's one of the reasons I fell in love with the industry. Most operators know, and act with the mindset, that if the region grows, so does their piece of the pie. People who come from other sectors are often focused on growing their own piece, with little thought for the industry as a whole. Tourism is different.

Accommodation exists because the region gives visitors a reason to come in the first place. Tour companies exist because there are multiple venues to connect in a single experience. You'd prefer to run a winery in a wine region with plenty of options for visitors than a winery in isolation.

Even MONA in Tasmania, which generates so much hype and visitation it arguably drives the visitor economy on its own, features other accommodation, experiences and transport on its website. A closed mind says, "We're not featuring another accommodation provider on our website. It will distract people from our options." An open mind says, "If we grow the entire region, our piece of the pie will grow too. If we brand ourselves well enough, our ideal customer will choose us every time, regardless of the options available to them."

Every tourism operator a visitor meets can shape the overall experience and the impression they take home of the region. The more visitors who go home raving about it, the more people visit. The more people who visit, the more customers find your business.

And the cycle continues.

Adapted from Tim's book, An Absolute Must-Do, chapters 'Collaboration' and 'Brevity'.