Lyn Cheyne offers Whanganui independent marketing advice

Lyn Cheyne is leaving Whanganui and Partners to set up her own marketing consultancy.

As the name suggests, Lyn Cheyne's new company Strategy Works will focus on helping businesses and organisations effectively implement their marketing strategies.

For the past four years Ms Cheyne has headed destination marketing for Whanganui and Partners following 11 years as executive officer for Hawke's Bay Winegrowers, developing the Hawke's Bay red wine story.

She leaves Whanganui and Partners on September 8 to run her own marketing consultancy based in Whanganui.

"I'm looking at helping organisations implement their strategy and put in action plans," Ms Cheyne said.

"Often businesses and organisations have a strategy in place but they aren't always implemented in a timely way. That's an area where I've got experience to help them."

Ms Cheyne has also teamed up with David Hammond to provide specialist destination management and marketing advice to local government organisations. Mr Hammond is the former chief executive of Ruapehu District Council and Thames-Coromandel District Council. He is currently acting chief executive of Nelson City Council.

"David has been advising councils around New Zealand about freedom camping and that's ended up with a wider conversation about destination management," Ms Cheyne said.

"David has experience as CEO of councils in top destination areas and I can add in marketing knowledge and implementation. Traditional tourism destinations have been focused on promotion but not on infrastructure and working with councils. With the influx of tourists to New Zealand, they need to work closely with councils to accommodate the wider number of tourists coming through.

"We're increasing local government knowledge of tourism and what it means. They often ask where it fits with economic development. It's the front door, the welcome mat. It all blends in and around destination marketing where it's about a place or region. It's about attracting skills and business, not just tourism."

There may be future opportunities to work with Whanganui and Partners, depending on whether the board's priority projects fit with Ms Cheyne's skill set.

While Ms Cheyne is looking forward to concentrating on her passion for marketing strategy, she has enjoyed working with a wide range of people through Whanganui and Partners.

"The support of local (tourism) operators has been fantastic. A highlight has been seeing the tourism trend continuing to go up and the change in perceptions. When you're working hard to achieve something and see results coming in, that's a great feeling. We now have inbound tourism companies ringing us instead of us always having to contact them - we've got proactive interest in Whanganui. Working with Air Chathams has been brilliant. It's a great little company.

"On a personal level, I've loved getting to discover Whanganui. I'm going to enjoy being 'just a resident'."