Real results.
The stories behind the numbers, from fractional leadership and advocacy to campaigns and community engagement.
Strategic projects
44 million media reach
Tourism and Events Queensland
The brief
A regional promotional activation program, with just three working days to prepare.
What Heidi did
TEQ contracted Heidi to deliver 12 media activations with sporting talent while they were in the region. She planned and delivered 14, showcasing tourism opportunities across Townsville, Magnetic Island and the wider region.
The result
The campaign generated 104,000 media mentions across Australia and $3.98 million in advertising value, achieving a media reach of 44 million through mainstream media. This was 13 times the media reach target. Planned social media reached a further 5.4 million.
Leadership project
A new name and brand
DVNQ
The brief
A complete rebrand, from internal and external consultation and developing a new name, through to rollout.
What Heidi did
Working as fractional marketing lead on the rebrand alongside a designer, Heidi ran branding workshops with staff and the board, surveyed more than 60 staff, stakeholders and clients, and guided the development of a new name and brand. She then delivered an asset register, templates, a new website design and a communications plan to roll it all out.
The result
The launch was held back to coincide with a move to new premises, perfect timing to reach more potential clients across the region and raise awareness of the new location. Staff, stakeholders and the board backed the change, and DVNQ has gone from strength to strength.
Advocacy for business
21 chambers, one voice
Townsville Chamber of Commerce
The challenge
Rising insurance costs were hurting businesses across Northern Australia. The issue was already being raised, but the whole of Northern Australia had never spoken on it together.
What Heidi did
As CEO of the Townsville Chamber of Commerce, Heidi cold called chambers across Northern Australia and led joint advocacy on the cost of insurance. For two consecutive years, 21 chambers of commerce backed the joint federal budget submissions.
The result
The Townsville Chamber became known nationally for its insurance advocacy, which helped inform government inquiries, including a Parliamentary Joint Committee inquiry into small business insurance. Heidi spoke at two inquiries, an international round table and four industry panels, presented to the ACCC, and shared the regional business perspective with the Insurance Council of Australia and the Australian Reinsurance Pool Corporation. Ministers, senators and members of parliament from all parties requested meetings to discuss the issue. Heidi finished her time at the Chamber in 2025, but is still asked to contribute to submissions and invited to meetings on the topic.
Stakeholder engagement
Remote community engagement
EarthConnect, Groote Eylandt, Northern Territory
The brief
Community consultation at the planning stage of a $40 million project to build new homes, to make sure the right type of homes were built to meet community need.
What Heidi did
Over three months, Heidi led community consultation across Angurugu, Umbakumba and Bickerton Island, working as the go between for the community, the building company, engineers and architects.
The result
The team engaged more than two thirds of the Anindilyakwa people across the three communities in a proactive design process, giving the people who would live in the homes a real say in how they were planned.
Marketing and media
Sold out on the night
Tiny Mountain Brewery, Lion
The idea
When State of Origin was announced for Townsville, Heidi came up with the idea for a State of Origin beer, and the brewers brought it to life.
What happened
Media coverage of the beer reached 1.1 million people and made national news. The future Prime Minister also spoke on national radio about plans to visit the brewery. On the night the venue was packed, and the beer sold out.
The partnership
For five years, until the venue was sold to new owners, Heidi was Lion’s trusted local marketing and media partner for Tiny Mountain Brewery. Her work began with the venue’s launch, where she developed the launch media strategy, curated a guest list of high profile locals, media and influencers from across the city, and worked alongside the Lion team on the run sheet and speeches. She went on to lead the brewery’s local marketing and media, including the State of Origin beer.
Executive leadership
Membership up 40%
Townsville Chamber of Commerce, CEO
The role
After advising the Chamber for almost two years during COVID, Heidi stepped into the CEO role in 2023, leading the Chamber for two years.
What Heidi did
Once in the role, she quickly lifted the Chamber’s profile across the city and beyond. She doubled the number of events, including the annual business awards, held the Chamber’s first conference, Raising Regions, and led advocacy on insurance affordability, workforce, connectivity and the cost of doing business in regional Australia.
The result
Within just 12 months, membership had grown by 40%. The Chamber’s higher profile also earned it a seat at the table in many more discussions, strengthening its ability to advocate on behalf of members.
Strategic communications
Reporting up in Europe
European Healthcare Fraud and Corruption Network
The idea
As the founding marketing lead for the network, Heidi came up with the idea of a pan European marketing campaign to support its member countries.
What Heidi did
Heidi created the campaign strategy and gave member countries clear collateral explaining what fraud and corruption is, and how to report it in their own country.
The result
The campaign was adapted into six languages in its first year and 11 in its second. Uptake by member countries grew, and each noted an increase in reporting during the campaign period.
Fractional marketing
Open rates up fivefold
Townsville Chamber of Commerce
The challenge
When COVID hit, members were inundated with government updates, with no time to watch them all.
What Heidi did
As fractional marketing adviser, Heidi saw an opportunity to help members and lift the Chamber’s profile. Each day she watched and digested the latest government COVID updates, then turned them into a clear daily email for members.
The result
Email open rates jumped from 6% to 32%, and the newsletter gained an average of 235 new subscribers a month. LinkedIn followers grew 90%, Instagram 51% and Facebook 41%.
Media relations
Every year since 2011
Supercars Townsville
The event
Supercars is a major annual event held in Townsville as part of the national Supercars championship series, attracting more than 100,000 people to the region over the event weekend.
What Heidi did
Heidi has led regional promotion for the event every year since 2011, working with five communications directors and a range of media teams in that time.
Standout moments
There have been many standout moments, as each year brings new activations that showcase the event and the region. One of note was an abseil down Castle Hill with two drivers, which reached 1.5 million people and featured in 78 media publications, with social media reach on top of that.
Working on something similar?
Need experienced hands to help with your project? Email Heidi to talk it through.