Full Report - Port Douglas Chamber of Commerce

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Port marketing and branding is constrained by Tourism Queensland and messages are diluted with no unique identity Source: TPDD © MBS MBA 2012 Student Project – Revitalising Port Douglas Tourism Australia “There’s nothing like Australia” Tourism Queensland “Where Australia Shines” Tourism Tropical North Queensland “Adventurous by nature” TPDD “Adventurous by nature” “Naturally Paradise” Previous Tourism Port Douglas & Daintree Positioning • “Where the reef meets the rainforest.” • “The Gateway to the Great Barrier Reef” • “The original Gateway to the Great Barrier Reef” • “Live the nature, love the village” The Port Douglas identity has become less unique as Palm Cove and Cairns have also positioned themselves as “where the reef meets the rainforest” 31
The limited marketing budget of $0.5M generates exposure of $22M and focuses on reach not target segments or ROI Marketing budget (A$M) New Zealand Hamilton Island Port Douglas Kangaroo Island 1.70 0.50 0.26 Phillip Island 0.18 © MBS MBA 2012 Student Project – Revitalising Port Douglas 59.00 $10M more from Board members (Source:TPDD) $6M campaign launched (Source:TPDD) Note: Kangaroo Island just launched a comms campaign that would have needed had a budget within $600k - $2m Source: New Zealand Tourism, Cairns International Film Festival, Tourism Queensland, Tourism Kangaroo Island, Tourism Victoria Traditional Media Below the Line Media Competitions (pay for the prize) Entertainment Marketing Marketing Initiatives • TV (regional Qld) • Radio (regional Qld) • Magazine inserts • Direct retail campaigns • Website • Online campaigns • EDM (Electronic Direct Mail) • Brochures and ebooks. • Social media: Youtube videos, Facebook and TripAdvisor • Promotional DVD • Myer • Nursing Magazine • Getaway • Magazine celebrity placement • Neighbours • X-Factor UK • MasterChef UK Source: Interview with Doug Ryan, Tourism Port Daintree & Tourism Queensland. 32
Page 1 and 2: © MBS MBA 2012 Student Project - R
Page 3 and 4: Many citizens, businesses, students
Page 5 and 6: Port Douglas citizens must understa
Page 7 and 8: Table of Contents © MBS MBA 2012 S
Page 9 and 10: In Nov 2011, the MBS proposed to un
Page 11 and 12: Table of Contents © MBS MBA 2012 S
Page 13 and 14: Port Douglas has outstanding natura
Page 15 and 16: Port Douglas has a relatively small
Page 17 and 18: 2006 marked a material (20%) drop i
Page 19 and 20: As a result Port Douglas has underp
Page 21 and 22: Inherent weaknesses in Port Douglas
Page 23 and 24: Port is becoming more reliant on do
Page 25 and 26: II Community leaders and citizens m
Page 27 and 28: Port Douglas appears to be in a dow
Page 29 and 30: Premium price positioning has been
Page 31: Occupancy rates will drive pricing
Page 35 and 36: Port’s segmentation strategy (fro
Page 37 and 38: PDDT website lags behind private si
Page 39 and 40: III Long term goals must be establi
Page 41 and 42: S1 Drive Tourism Growth: Focus the
Page 43 and 44: The Value Proposition most aligned
Page 45 and 46: 2 Understanding key segments and ta
Page 47 and 48: 2 Top domestic segments are affluen
Page 49 and 50: 3 Port Douglas is missing out on th
Page 51 and 52: 3 % of Total Int. Tourist Nights Th
Page 53 and 54: 4 Infrastructure development is req
Page 55 and 56: 5 Continued deterioration in low se
Page 57 and 58: S2 Focus Marketing: Target key mark
Page 59 and 60: Port Douglas must strongly differen
Page 61 and 62: Chinese tourists are the fastest gr
Page 63 and 64: “Rest & Relax” is a common moti
Page 65 and 66: “Family Returners” account for
Page 67 and 68: Family holidays are popular with In
Page 69 and 70: Media strategy must reflect buying
Page 71 and 72: Develop a creative and fun events c
Page 73 and 74: Secure CRC investment in key revita
Page 75 and 76: Provide incentives for private inve
Page 77 and 78: Changing demographics show importan
Page 79 and 80: S4 Call to Immediate Action: Agree
Page 81 and 82: Offer a world class hospitality and
Page 83 and 84:
Social and Community Clubs in Port
Page 85 and 86:
Ensure PD is a safe and secure dest
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Improvements in online presence and
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... at an initial investment of $10
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IV Delivering revitalisation will r
Page 93 and 94:
A Board structure is recommended, s
Page 95 and 96:
Collectively, Board members will id
Page 97 and 98:
A Babinda has demonstrated the effe
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C Community’s expectation of idea
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A change in behaviour requires a ch
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Four key levers to create sustainab
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Agree actions plans, systems and pr
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Table of Contents © MBS MBA 2012 S
Page 109 and 110:
Table of Contents © MBS MBA 2012 S
Page 111 and 112:
1. Issues and Challenges • Stakeh
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Port Douglas faces challenges in th
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3. Workstreams A B C D E F Five Yea
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4. Project Governance Greg McClean
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Port Douglas Visit Time 1 2 3 4 5 0
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7. Deliverables 1. Revitalisation P
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Elements of Tourism massification c
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Poor planning contributes to quicke
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Tourism Focus Group Interviews …
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Major Project: Port Douglas Master
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CRC budget allocated to Port Dougla
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Technology and innovation are major
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Port Douglas can drive an additiona
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With a number of modifications to w
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... at an initial investment of $10
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Traffic data (from Alexa) for the t
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Additional revenues from increase c
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Free WiFi could provide non financi
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Port Douglas should not pursue the
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Transmission fault risks are reduce
Page 151 and 152:
Port Douglas should not pursue the
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Access to finance difficult given t
Page 155 and 156:
Economic Development • Situation
Page 157 and 158:
Size of the sectors in the PDOB eco
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Change in the PDOB economy 2011 Est
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Most productive industries Highest
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Model Methodology and Assumptions 1
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Currency fluctuations impacting the
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Focus group outcomes Agriculture Fi
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Contents • Situation • Complica
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45% of Value Added in Douglas Shire
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Regional non-tourism related indust
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MICE is value adding 750 600 450 30
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Key success factors to maintaining
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Population shifts in the next 20 ye
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Retirees’ contribution to the eco
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Emergence of FIFO in the economy Es
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Commercial Fishing Industry Quota U
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Commercial Fishing Industry (Value
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Other sectors: Filming • Most of
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Public funding There are 3 channels
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Full Report - Port Douglas Chamber of Commerce

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