Griffith University’s Work Integrated Learning (WIL) program has allowed Bachelor of Marketing student Kimberley Clegg to gain valuable industry insights while contributing to Gold Coast tourism and events.
Kimberley recently undertook an internship with the Surfers Paradise Alliance, event manager for the annual Surfers Paradise Festival.
“Overall the experience was quite broad and involved business communications, stakeholder and community engagement and observing workplace operations, all complementing my knowledge of marketing principles gained through study at the Griffith Business School,” says Kimberley.
Visitors to Surfers Paradise were surveyed about attendance and activities undertaken during the four-week festival.
“Any event that falls short of established targets will be evaluated closely to see if it is in line with the core objectives of the Surfers Paradise Alliance,” says Kimberley.
“This includes developing a positive brand image for Surfers Paradise as well as generating economic activity within the precinct to support local traders.”
Surfers Paradise Alliance CEO, Mr Mike Winlaw, says Kimberley’s work has the potential to add significantly to the important marketing mix for future festivals and other major projects by the local tourism organisation.