Part Two · Strategy · Section 10
The availability strategy
The strategy has two halves, and they work as a pair. One builds the demand. The other captures it.
Builds the demand
Mental availability
Mental availability is the brand coming to mind when a person considers a charter. It is built by reaching the Australian audience consistently over time, attaching the brand to the category’s entry points (Section 8), and repeating the distinctive assets (Section 9) until the brand is recognised and remembered. This work is brand-building, and it is broad by design. It reaches the whole affluent Australian audience, including the large share who hold no charter in mind yet, so the brand is already known when the moment arrives.
Captures it
Physical availability
Physical availability is the ease of finding and booking the brand once it comes to mind. It is built by holding the organic and AI answer estate the category has left open (Part One), so the brand is present when a person searches or asks an AI tool. It is built by making enquiry and booking simple, and by placing the brand where the audience already looks. The owned vessels add a physical form of availability the competitors lack: a place the brand can be experienced directly.
The two together form the guiding policy of the strategy. Mental availability creates demand where the category has almost none. Physical availability captures that demand, along with the demand that already exists. Part Three sets out the channels that build each half, and the reason each channel is included or left out.
