Jane Lu started something.

After responding to The Lazy CEO’s Crooked Compass marketing audit in Episode 1, I’m joined by Crooked Compass founder Lisa Pagotto to take the conversation one step further.

This time, we’re doing the strategy work.

We take Jane and Elysia’s observations about the Crooked Compass website and social media and put them through the Crooked Compass filter: Does it fit the customer? Does it fit the brand? Does it make sense for someone considering a 15,000–40,000 journey? What job does the marketing actually need to do?

We look at what we’d change about the website and customer journey, what social media is actually there to achieve for a premium travel brand, and the balance between beautiful destination imagery, stronger hooks, education, trust, social proof and conversion.

We also take some of Jane and Elysia’s actual content ideas and decide which ones we’d keep, which we'd evolve, and which simply don't fit the Crooked Compass customer.

This is less about who was “right” in the original audit and much more about what happens when you take an outside perspective, add the context they couldn’t possibly have, and ask:

What’s the smartest thing to do next?

Connect with Elysha and Lisa:

Connect with Elysha:

Instagram: https://www.instagram.com/iamelyshastephens/ LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: elymarketing.com.au

Connect with Lisa:Instagram: https://www.instagram.com/lisapagotto_/ LinkedIn: https://www.linkedin.com/in/lisa-pagotto/

Want to Travel Deeper?

Visit crooked-compass.com

When Jane Lu and The Lazy CEO Podcast audited the marketing of our client, Crooked Compass, they had some great ideas. They also had one pretty significant piece of information missing: they don’t know the customer.

In this episode, I respond to Jane and Elysia’s Crooked Compass audit and unpack what changes when you add the actual customer, buying decision and commercial context into the conversation.

We’re talking millennial pauses and visual hooks, beautiful travel imagery, viral content, TikTok, influencers, content creators and why marketing a $30,000 journey requires a very different approach to marketing a $50 tourism experience.

I’ll also share what Jane and Elysia got right, what made me question some of our own thinking, and what you can’t see when you’re looking at a brand’s marketing from the outside.

Jane, we love you. You’ve started something. 😂

Next up: I’m bringing Crooked Compass founder Lisa Pagotto onto the podcast so we can put some of these ideas through the Crooked Compass filter and do the strategy work live.

Follow Elysha and Lisa:

Connect with Elysha:

Instagram: https://www.instagram.com/iamelyshastephens/ LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: elymarketing.com.au

Want to Travel Deeper?

Visit crooked-compass.com

In this episode of Marketing Made Iconic, I sit down with the extraordinary Lisa Pagotto, founder of Crooked Compass and Crooked Compass by Air, and one of the most visionary, purpose-led leaders in modern travel. Fresh off being awarded Entrepreneur of the Year at the Women in Tourism Awards, Lisa continues to set the benchmark for what meaningful, responsible and perspective-shifting travel can be.

Lisa doesn’t simply design tours. She reshapes the way we see the world. From steering an international travel company through a global shutdown to launching an entirely new aviation-based tourism brand during one of the toughest periods in industry history, her journey is a masterclass in resilience, reinvention and intuition-led leadership.

We dive deep into how curiosity, presence, responsibility and intention guide both of her companies and her personal philosophy on travel. We also explore why the future of the industry belongs to brands that are brave enough to slow down, go deeper and prioritise human connection over convenience.

If you’re a founder, travel creator, tourism operator or a leader navigating change, this episode is made for you.

If you’re ready to move from invisible to irresistible, sign up for your free trial of the world’s first growth ecosystem for tourism, Elevate Tourism, available for a limited time: www.elevatetourism.com

If you’re looking for support from marketers who truly understand tourism, reach out to Elysha and the team at www.elymarketing.com.au

00:00 Introduction and Initial Reactions to the Pandemic

00:38 Welcome to Marketing Made Iconic

01:02 Meet Lisa Podo: Turning Crisis into Creativity

02:44 The Birth of Crooked Compass by Air

05:48 Lisa's Personal Journey and Learning to Fly

11:15 The Unique Traveler of Crooked Compass

15:34 Balancing Luxury and Authenticity in Travel

18:13 The Vision and Evolution of Crooked Compass

20:38 Balancing Authenticity in Travel Design

21:33 Personal Philosophy on Travel

22:29 Industry Stagnation and the Need for Change

24:16 Moving Beyond Price-Driven Travel

26:09 The Human Touch in Travel

27:53 Collaboration in the Travel Industry

30:16 Presence-Based Design in Travel

32:30 The Role of Intuition in Leadership

33:48 Leading Through Change and Challenge

37:14 Proudest Moments as a Founder

39:09 The Founders Tour Experience

41:28 Conclusion and Contact Information

Follow Elysha and Lisa:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

Connect with Lisa:
LinkedIn: https://www.linkedin.com/in/lisa-pagotto/

Website: crooked-compass.com

In this episode, I’m taking you behind the scenes of the questions I’m asked most by tourism operators, the real, everyday challenges that shape your bookings, your visibility and your growth.

From low-season dips to the pressure of OTAs, pricing decisions and knowing where to show up online, I’m unpacking the patterns I see across boutique stays, tours, retreats and attractions right across Australia.

This is the practical, grounded guidance that actually helps operators get seen, stay relevant and build demand all year round.If you’re building a tourism brand with heart, intention and ambition, this episode will give you the clarity and confidence to move forward.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction: The Importance of Visibility

00:24 Welcome to Marketing Made Iconic

01:04 Question 1: Tackling Low Season Challenges

03:41 Question 2: Boosting Bookings and User Experience

08:12 Question 3: Choosing the Right Marketing Channels

13:07 Question 4: Effective Giveaways

16:25 Question 5: Competing with OTAs

18:59 Question 6: Raising Prices Strategically

20:59 Question 7: Quick Marketing Wins

22:17 Question 8: Standing Out in a Crowded Market

24:59 Conclusion: Wrapping Up the Q&A

Follow Elysha

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

In this episode, I sit down with Esther Kieft, the inspiring founder behind Nelly & Woods Collective Stays, a brand that has quickly become known for its soulful, design-led escapes.

Esther shares her journey from working in corporate and product management to creating intentional, slow stays with her husband, Joost. We talk about what it really takes to build a slow-stay brand that balances growth with sustainability, creativity with strategy, and beauty with authenticity.

From the Sunshine Coast to Tasmania, Esther opens up about the realities of scaling a family-owned business, staying connected to purpose, and creating spaces that allow guests to slow down, recharge, and reconnect with what truly matters.

If you’re passionate about storytelling, travel, or creating meaningful experiences, this one’s for you.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction to Marketing Made Iconic

00:34 Meet Esther Keef: Journey to Nelly and Woods Collective Stays

01:35 The Birth of Nelly and Woods Collective Stays

04:11 Creating a Unique and Authentic Guest Experience

05:55 Balancing Aesthetics and Authenticity

09:44 Challenges and Learnings in Boutique Accommodation

12:26 Sustainable Growth and Scaling

16:01 Leveraging Technology for Better Guest Experience

20:17 Designing for Emotional Impact

26:58 Launching the Third Slow Stay in Tasmania

34:06 Trends in Boutique Tourism

37:24 Future Vision and Final Thoughts

40:56 Conclusion and Where to Find Us

Follow Elysha and Esther:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

Connect with Esther:

LinkedIn: https://www.linkedin.com/in/estherlisakieft/

Website: https://www.nellywoodscollectivestays.com/

If you’ve ever felt the highs of a fully booked peak season and the lows of an empty calendar, this episode is for you. I’ll walk you through practical strategies to help you create consistent cash flow, build momentum year-round, and turn your low season into your strongest lead generation period.

You’ll also hear about real results from tourism businesses that have used these exact methods to boost their bookings, including one that saw an 8x return on investment during winter.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction: The Misconception About Marketing

01:08 Understanding Seasonality in Tourism

01:54 The Profit Stabilizer Blueprint

03:28 Dynamic Pricing and Prepaid Bundles

04:58 Engaging Customers with Loyalty Programs

07:02 Year-Round Strategy Guide

07:30 Flipping the Script on Low Season

09:12 Case Study: Successful Winter Campaign

13:12 Locals First Strategy

14:20 Conclusion: Stability Through Strategy

Follow Elysha

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

In this episode, I chat with Sean Andrews from Moonshadow TQC, one of Port Stephens’ most iconic marine tourism brands. We dive into how his team has scaled their dolphin and whale watching cruises while staying true to their coastal roots and community spirit.

If you’re a tourism operator, destination marketer, or business owner in the travel industry, you’ll take away valuable insights on blending authenticity with innovation, building strong partnerships, and keeping people at the heart of every experience.

Sean also shares how Moonshadow TQC navigates seasonality, leverages storytelling, and adapts to the growing demand for sustainable and meaningful travel experiences.

🌊 Join me as we go behind the binoculars to explore what it really takes to make a coastal tourism brand truly iconic.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction: The Human Touch in Tourism

00:28 Meet Sean Andrews: Business Development Manager at Moon Shadow TQC

01:44 Sean's Role and Responsibilities at Moon Shadow TQC

03:34 Challenges and Realities of Running a Marine Tourism Business

04:25 Shifts in Traveler Behavior and Expectations

06:13 Innovating in an Established Tourism Brand

07:36 Diverse Guest Demographics and Peak Season Management

10:24 Marketing Strategies and Customer Engagement

15:06 The Importance of Community Collaboration

19:45 Future Trends in Marine Tourism and Sustainability

25:04 Conclusion: Growing a Scalable and Sustainable Tourism Business

Follow Elysha and Sean:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/

Connect with Sean:

LinkedIn: https://www.linkedin.com/in/seanandrews24

Website: moonshadow-tqc.com.au/

Here’s the truth: travelers aren’t booking the best businesses, they’re booking the most visible. In this very first episode of the Marketing Made Iconic Elevate Tourism Launch series, I’m sharing why so many incredible tourism operators remain invisible, even when they’re running unforgettable experiences.

If you’ve ever felt like your bookings only spike during school holidays, that you’re relying too heavily on OTAs, or that your social media feels random and inconsistent, this episode will give you the clarity, direction, and confidence to change that.

If you’re ready to move from invisible to irresistible, sign-up to your FREE TRIAL of the world’s-first growth ecosystem, Elevate Tourism, available for a limited time. www.elevatetourism.com

If you’re ready to get support from the marketers that know tourism, reach out to Elysha on our website www.elymarketing.com.au

00:00 Introduction: The Visibility Challenge

00:25 Welcome to Marketing Made Iconic

01:02 Understanding the Invisible Zone

02:36 Case Study: Winery in the Hunter Valley

04:03 Key Shifts to Boost Visibility

07:07 Practical Steps to Increase Visibility

09:18 Final Thoughts and Next Steps

Follow Elysha:

Connect with Elysha:

LinkedIn: https://www.linkedin.com/in/elysha-stephens/

Website: https://elymarketing.com.au/