Our work

Results that speak for themselves.

From single-venue clubs to NSW’s largest pub group, we’ve helped Australian hospitality and tourism organisations transform their loyalty programs, unlock their data, and build CRM strategies that drive real revenue.

Pub & ClubRetained client

The Fraternity Club

Challenge

The Fraternity Club's membership program was underperforming, with ad hoc promotions and limited visibility into member data, making it difficult to drive revenue strategically.

Solution

Challenge That designed and implemented a customer-centric marketing strategy with a focus on loyalty, gaming promotions, and digital enablement. A new rewards program was developed, and supporting technology was selected and deployed to drive engagement.

Services provided

Marketing StrategyReward Program re-vampDigital EnablementMember Insights & Analysis

Results

+90

place increase in ranking by Profit per machine over 12 months

+33%

food & beverage member revenue increase

+42%

active membership YoY growth

+17%

increase in cross-spending ratio

Multi-venue GroupRetained client

Mounties Group

Challenge

As NSW's largest pub and club group, Mounties had undergone significant expansion and diversification. Their loyalty program was heavily gaming-focused, and they sought a more inclusive offering for all members across 10 properties.

Solution

Challenge That developed a scalable, purpose-fit loyalty program aligned with Mounties' business growth. The strategy incorporated a refined customer value proposition and tiered membership structure, with a phased rollout ensuring continued support for gaming customers while expanding engagement across the broader membership base.

Services provided

Data ConsolidationLoyalty Program DevelopmentCustomer Value PropositionCustomer Insights & Analysis

Outcomes delivered

✓Enhanced loyalty proposition integrating benefits across 10 properties
✓Program expanded to cover Holiday Resorts, Gyms, and Medical Services
✓Phased rollout protecting gaming revenue while growing broader membership engagement

Casino & ResortRetained client

Mindil Beach Casino & Resort

Challenge

MBCR embarked on a digital transformation to upgrade technology, revamp its loyalty program, and better understand customer behaviour. Due to staffing changes, the project had lost direction and momentum.

Solution

Challenge That conducted strategic business sessions in Darwin, realigning MBCR's digital transformation roadmap. Key priorities were identified to enhance customer acquisition, retention, and satisfaction.

Services provided

Customer Strategy & UXCRM & Loyalty Program OptimisationData Driven Customer InsightsVendor Selection

Outcomes delivered

✓A defined capability roadmap with clear priorities
✓A structured loyalty program strategy
✓A shortlist of verified software vendors
✓A marketing playbook to enhance customer experience

Tourism & GovernmentIn partnership with HAVAS

Destination NSW

Challenge

Destination NSW was advancing its digital transformation with over 300 pages of external research. Challenge That was engaged to convert these insights into actionable strategies aligned to internal business processes.

Solution

Working with HAVAS, Challenge That conducted strategy sessions to validate recommendations against internal business processes. A phased transformation plan was developed for immediate implementation.

Services provided

Customer Experience StrategyPersonalisation FrameworkMarketing AutomationPreference Centre Development

Outcomes delivered

✓A clear B2B & B2C strategy
✓Optimised use of first-party data
✓A roadmap for marketing automation & personalisation
✓A structured Preference Centre framework

What clients say

Straight from the people we work with.

“

Challenge That provided the strategic leadership we needed to scale and grow The Fraternity Club. Their expertise has driven over 20% year-over-year growth while enhancing member engagement.