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The Situation

Australis had been in the US market for 10 years and had done an exceptional job reaching mass tour operators. In order to increase their margin, however, they needed to reach new markets.

The Insight

We had to reach travel agencies and boutique tour operators who either already sold Patagonia and or convince them that they should add Tierra del Fuego to their offerings. We needed to educate the agent community onPatagonia, and how to put together complete trips including our ships.

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The Solution

We targeted adventure travel agents with sales calls, web training, and created Patagonia’s only online agent training class–Australis helped revise the Australis website and brochures, rewrote all documents for the company, and created travel and restaurant guides for their pre and post ports. We arranged membership in Virtuoso, Signature, Ensemble and TravelLeaders.

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The Results

Australis enjoyed business gains of 20-25% yearly, from 2009 through 2016.

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