Identifying an opportunity to strengthen QLD Music Trails’ connection with the audience, I led a strategic shift in QLD Music Trails' eDM approach. Moving away from a conventional sales-driven model, I prioritised delivering value through captivating, story-driven email marketing. By highlighting the QMT Journal, I transformed eDMs into a go-to source for the Sunshine State’s must-do experiences, hidden gems, unique stories, and exclusive music news.

This pivot has significantly boosted engagement and reinforced QMT’s brand presence. By positioning QMT as a trusted authority in both tourism and music, its market standing has been elevated, subscriber loyalty cultivated, and open rates increased.