is the creation of two big-picture thinkers with a contagious passion for places and brands, and a desire to bring a fresh approach to destination management, marketing and branding. Having honed their expertise and industry knowledge in tourism, experience development, brand management and marketing over the past 20 years, DMS
is a one-of-a-kind concept store for innovative, high-quality destination marketing solutions.
What they do best is helping destinations single out their point of difference and rise above the pack. They will do whatever it takes (within reason) to get to the beating heart of a brand.
They love the journey as much as the destination. So they make sure the experience of exploration, collaboration and ideation with clients is just as engaging and enjoyable as the outcome.
About the team
Charlotte has been working with tourism regions, organisations and destinations to create and implement great destination brands, strategic marketing plans and experience development strategies for the last 20 years. Charlotte has worked extensively with Tourism Australia
since 2005, including undertaking the positioning of 12 of Australia’s National Landscapes and as part of the team to develop Experience Development Strategies. Charlotte has also developed marketing strategies for some major destinations including the Strategic Marketing Plan 2014 -2018 for the Victorian Alpine Resorts and Alpine Coordinating Council, Christmas Island Tourism Association and as well as the Marketing Strategy for NSW National Parks and Wildlife Service. Charlotte was a board member of Tourism Murray River and Riverina Regional Tourism for ten years and more recently developed the brand strategy for the Mildura Riverfront Development, Clarence Valley and Snowy Valleys Council as well as the award-winning brand strategy “Reset Your Senses” for Mudgee Region Tourism.
Charlotte seeks to find the magic of a destination - what sets it apart from other destinations. She has applied this thinking across a range of industry sectors, including for property developers, not-for-profit organisations, tourism precincts, wine regions and tourism businesses.
Over recent years, Carl has led significant reform in the nature and cultural tourism industry in NSW; engaging communities and delivering innovation solutions to attract more visitors and increase revenue. He has created and executed award-winning brand, marketing, digital engagement and education campaigns. He has designed and delivered sustainable tourism action plans and experience development strategies, including the NSW National Parks Sustainable Tourism Action Plan, Nature Tourism Plan for the NSW River Red Gum region, and the NSW National Parks Sustainable Mountain Biking Strategy. Carl has extensive experience in complex stakeholder consultation and communication.
Throughout his career, Carl has worked across the community, business and government sectors with or for organisations such as NSW National Parks & Wildlife Service (NPWS), Tourism Australia, Parks Australia and the United Nations, including as the inaugural Executive Director of Olympic Aid (now known as Right to Play) and ten years on the NPWS Executive including as Director of Tourism & Partnerships. Carl is currently a Director of Science for Wildlife and served as a Board Member of Australia for UNHCR for five years. He is a member of the NSW Crown Holiday Parks Trust Community Advisory Committee and previous served on numerous sub-committees of the NSW Visitor Economy Taskforce and the Public Engagement Committee for the Royal Botanic Gardens & Domain Trust.
As a highly experienced executive, Carl can work with you to transform your destination; identify and promote your point of difference; and continue engagement with your community and visitors that will see them returning time and again.