Destination Phillip Island

Digital Marketing Accelerator 

Designed specifically for small businesses in the travel & tourism industry. This all-inclusive program will show you step-by-step how to create and implement a marketing strategy that drives growth & sustainability for your business.

Program Overview

Learn essential digital skills to grow your business and work smarter! Discover how to supercharge your marketing efforts to create thumb-stopping content that cuts through, connects and drive results.

What you will learn:

From choosing your priority marketing channels to finding the time to sustain them with limited resources. This laser-focused program will walk you step-by-step through how to design, implement and maintain a marketing strategy that works.


You’ll walk-away with plans to implement, clear goals to achieve and the confidence and skills you need to drive growth from your marketing efforts. 

Program Outputs


Increase your skills and capabilities in choosing and implementing marketing tactics that are aligned with your customers, markets and goals.

#clear plan

Implement a sustainable, results-focused marketing plan geared towards increase business results. Actionable, practical and apply immediately.

#continuous learning

Lifetime access to best-practice templates and frameworks. Digital toolkit for free online resources and deeper-dives.


Build lifelong relationships and opportunity to collaborate with like minded operators in the Phillip Island region. Stronger together.

Program Timeline

A Fully-Faciliated Digital Marketing Program delivered over 3 months.  Maximise connection and convenience with our blended in-person & live online approach.

Session 1 | May 18th
3hr | In Person
Planning, Goals & Objectives

 Explore the current and most influential tourism marketing trends and how you can meet the expectations of today’s digital first customer with a laser-focused plan and goals. 

Session 2 | May 23rd
2.5hr | Live Online
Branding & Your Target Audience

Understand who your most profitable customers are. Learn how to develop key marketing messages and connect with a memorable, unique brand and positioning. 

Session 3 | May 30th
2.5hr | Live Online
Websites That Work

Discover the essential functional, security and design elements for high-performing websites, that capture customers and help you reach your goals.

Session 4 | June 6th
2.5hr | Live Online
Data Driven Marketing: Improve Your Performance

Learn how to improve your effectiveness with a data-driven, results-focused mindset. Measure the metrics that matter most for true insights into your marketing tactics. 

Session 5 | June 14th
2.5hr | Live Online
Content Planning & Creation

Knowing what to say, when to say it and how to say it is the heart of your marketing strategy. Learn our framework for creating content that attracts and converts more customers.

Session 6 | July 11th
2.5hr | Live Online
Increase Your Reach With Search & Partner Sites

Understand how to increase your reach and discoverability through search, partners and OTAs. Simple things you can do to improve your search and reviews strategy.

Session 7 | July 18th
2.5hr | Live Online
Social Media Effectiveness

Learn the Facebook & Instagram strategies that work in 2022. Practical tips to drive more engagement in your posts and tactics to track and measure success.

Session 8 | July 25th
2.5hr | Live Online
Email Marketing Strategy

Understand the value of email marketing to attract and convert more customers.

How to set up for success, or optimise your efforts, with an email service provider. 

Session 9 | August 1st
3hr | In Person
Review & Finalise Your Marketing Plan

Share, review and refine your Marketing Strategy template for your business. Explore our favourite resources to help you manage workload and save time.

Post Program

Check-in #1 | September 5th
45min | Live Online
30 Day Check-in

Progress Tracker - check-in prompt, reinforcement and encouragement from us - where you’re at and where you’re meant to be.

Check-in #2 | October 3rd
60min | Live Online
66 Day Check-in

Facilitated session to share experiences and learn from one another. Share what's going well, refine your plans and opportunity to ask anything about any hurdles you have hit.

Meet Your Instructors

We’re Catherine and Steve Toms – but you can call us The Toms. 

Catherine Toms Speaking at Conference

Catherine Toms

Having spent over 20 years as a senior commercial digital & marketing leader – both agency and in-house – Catherine’s worked with some of the world’s biggest brands including Danone, BP, Tesco and Twitter to help them become more data-driven, customer-centric and digital-first. 


Known for high-energy, engaging approach and straight-talking, no-nonsense advice, Catherine’s extensive industry knowledge means she brings a stack of proven and practical ways to instantly improve your marketing efforts and results.

Stephen Toms Speaking at Conference

Stephen Toms

Steve’s career started in education before moving into the world of digital in 2014. 


As General Manager of a Global Sports Marketing Agency, Steve advised some of Australia’s biggest sporting brands and clubs on practical ways to grow their online presence and make the most of today’s digital marketing opportunities.


Today, he works with some of the world’s most innovative brands to upskill their marketing teams. He’s trained over 9,500 business leaders and marketers, in over 20 countries. An unshakable optimist with a positive teaching style Steve’s sessions are motivating, inspiring and full of practical ideas to implement.

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