Allan Fernandes (AUS)

ALLAN FERNANDES
BA (Hon), Post Graduate Diploma in Marketing, Advertising & PR
Other studies undertaken in Senior Management, International Negotiation and Tourism
Tourism/Hotels Marketing Specialist with hands-on experience in sales and the entire gamut of marketing services for the leisure industry from research to public relations

EXPERIENCE

May 1986 to date:
Managing Director FERNANDES AD VENTURE

Business: Offering complete Marketing Consultancy from research and analysis to strategy development, creative concepts, production of campaign material for all media, rate negotiation, placement, planning and execution of promotions and Public Relations programmes and campaign evaluation.

Projects undertaken for:

India Tourist Office, Sydney – Tourism promotion Singapore Airlines, Thai International, Qantas, Air Lanka and Air-India – Increasing traffic to India
IBM – Customer education strategy
Pfizer – Loyalty programme for pharmacists
Philips – Improving staff service ethic
Local Governments – Waste Management and other campaigns
EXPO 88 – Marketing strategy
Department of Community Services –
Miscellaneous educational programmes for childcare,
the aged and the disabled

January 1979 to April 1986
Vice President International Sales, Marketing and Corporate Affairs.
OBEROI HOTELS
Business: Managing 26 Deluxe Hotels in 10 Countries

Responsibilities included:
Marketing all hotels, F & B outlets, Flight Catering, Banqueting, Conference, Incentive and business facilities.
Leading and coordinating research, advertising and PR agency activity, developing all advertising and marketing collaterals.
Maintaining cordial government, industry and media relations.
Developing loyalty programmes among key publics.
Represented the Company at international travel meetings and on all relevant industry bodies.

March 1976 to December 1979:
Divisional Manager Marketing Publicity & Production
INDIA TOURISM DEVELOPMENT CORP
(THE ASHOK GROUP)
Business: Developing the infrastructure for Tourism in India, including Hotels, Resorts, Car Rentals and Coach Operations, Entertainment, Duty Free Shops and Tourism Publicity and collaterals for the Department of Tourism, Government of India
Responsibilities included:
Coordinating advertising and PR agencies.
Developing and producing cost-effective marketing collaterals for the Ashok Group facilities and the Government of India Tourism effort.
Promoting and organizing major international conventions.
Created formats for conducting successful educational seminars.
Set in motion several initiatives that resulted in coordinating State and Central Government publicity efforts.
March 1965 to February 1976:
Creative & Resident Director CLARION-McCANN, INDIA

Business: Advertising and PR services

Responsible for:
Initially, creative output but later entire management of client accounts that ranged from Coca-Cola, Condoms and Computers, to Health Care, Industrial Development, Tourism, Airlines, Hotels and Issues Management.

Notable Achievements in Australia:
1. Provided comprehensive marketing inputs for the Government of India Tourism Australasian Office that increased the tourist arrivals from Australia to India by over 50% in a single year and provided consistent growth, exceeding India’s average for international arrivals.
2. Developed a co-operative marketing campaign between Tour Operators, Airlines and the Government of India Tourist Office.
Produced a very successful marketing strategy for EXPO ‘88, Brisbane, based heavily on pre-opening domestic ticket sales.

Other credits:
1. Pioneered an internationally recognized Tourism Awareness programme to get Government and public support for Tourism,
2. Developed corporate identity and promotional support programmes for the Asian Games, Hotel companies and International Conference
3. Developed and organized international funding for a marketing programmed for South Asia in specific target markets.
4. Pioneered a Tourism Awareness Programmed that gained industry status for tourism in India and won international recognition.
5. Pioneered a programme for attracting investment and industrial development in specific areas.
6. Member, Panel of Tourism Experts,
WTO (World Tourism Organization - a U.N. body).
7. Researched and prepared a paper for a cooperative marketing programme for ASEAN.