LapePhelan helps Buderim Ginger win
Business Acumen Queensland
Brisbane agency LapePhelan Marketing Communications, formerly Lape & Partners, has helped Buderim Giner win a major gong at the 2006 Queensland Tourism Awards.
Buderim Ginger Limites picked up the Tourism Product Marketing Award for the launch of its new ride, Overboard - Adventures of a Stowaway.
LapePhelan creative director, Dan Lape, developed the marketing and creative strategy and worked with Emma Sheldrake at the Sheldrake Creative who illustrated unique gingerbread characters for the ride and the overall graphic design. The launch campaign included outdoor, print, TV, radio, a special website and extensive direct marketing on the Sunshine Coast where the Buderim Ginger is located.
After trading for more than 10 years under his own moniker, agency principal Mr LApe recently changed the agency name to LapePhelan Marketing Communications to reflect the introduction of the Trina Phelan as a major company identity.
Ms Phelan, 28, worked for Lape & PArtners for over three years before moving to George Patterson Bates in 2004 as a communications director. Her experience is well-rounded but her specialty is in below-the-line marketing.
"I met Trina again at the BAA Christmas lunch in 2005 and we started talking," Mr Lape said. "She told me she would be keen to return to the agency but only if there was an equity opportunity. After recently turning 50, and thinking about succession planning, it was ideal for both of us.
"She''s young and vibrant and always had a great rapport with clients when she was with us.
"The change has been positive with all clients and has already resulted in some new business gains. She will bring a younger, edgier approach to the business - where sometimes I'm still yearning for the long boozy lunches of the 80's."
Ms Phelan said she welcomed the opportunity when it was presented, "I had always planned on opening my own agency one day and this si the perfect option for realising that goal. My aim is to make LapePhelan Marketing Communications one of Brisbane's top boutique agencies."
Business Acumen Queensland
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