Reef HQ, the flagship aquarium of the Great Barrier Reef Marine Park Authority (GBRMPA), was ready for a major transformation. With a new look, refreshed offerings, and a bold mission, Reef HQ needed a strategy to support this leap.
Pragma was excited to dive in, helping GBRMPA rethink their approach to community engagement, edu-tourism, and market positioning. Our approach was all about setting Reef HQ up for success from every angle.
Our recommendations offered creative ways to engage the local community, attract North Queensland visitors, and draw in domestic tourists. Plus, we provided insights to boost Reef HQ’s international appeal—making sure they reached new audiences through compelling online resources and unique service offerings.
Key activities:
- Market insights and audience engagement: We analysed competitors and co-led focus groups nationwide, identifying Reef HQ’s strengths and gathering audience feedback to refine campaign strategies.
- Collaborative marketing strategy: We crafted a targeted, audience-focused marketing plan alongside GBRMPA staff through hands-on co-design workshops, blending our insights with their expertise to create a strategy everyone could rally behind.
- Edu-tourism and community connection: We offered creative ideas to enhance Reef HQ’s role as an edu-tourism leader, fostering connections with local communities and reinforcing the Great Barrier Reef’s importance.