TAG Fractional Marketing

Brief

TAG, a global travel management company's, marketing team was based in the US, and they were looking for someone to assist with marketing locally — supporting campaigns, media relations, partnerships and events in a fractional capacity.

Strategy

I embedded myself in the business quickly, learned the systems and processes, and worked as an extension of the global marketing team. Working closely with local divisional directors across production, corporate, touring and events travel, I developed a strategy that complemented the global approach, spanning media relations, social media, events, award submissions and partnership development.

Results

During my time with TAG, I increased local media coverage by 50%, and launched the New Zealand office with a campaign that secured widespread coverage, including an interview on One News New Zealand. The campaign also earned me a place on the finalist list for the Women in Travel Awards. I nurtured partnerships with Ausfilm and Screen Producers Australia and created campaigns for sponsorships with SXSW and World Business Forum. The fractional nature of the role allowed me to scale my involvement up or down depending on business needs.