Annual Report 2001-2002 - Tourism Western Australia - The ...
Annual Report 2001-2002 - Tourism Western Australia - The ...
Annual Report 2001-2002 - Tourism Western Australia - The ...
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<strong>Report</strong> on Operations<br />
Outcome 1.0 - Promotion of <strong>Western</strong> <strong>Australia</strong> as a Tourist Destination continued<br />
Cross Hemisphere Marketing<br />
> Rising media costs and volatile foreign exchange rates mean the WATC must<br />
continue its aggressive and targeted media campaigns in <strong>2002</strong>-2003 to ensure<br />
brand awareness remains high.<br />
> <strong>The</strong> WATC will maintain its high profile at international consumer and trade shows<br />
and continue to work with industry to ensure appropriate <strong>Western</strong> <strong>Australia</strong>n product<br />
is represented under the Brand WA banner.<br />
> <strong>The</strong> WATC will review the Market Performance Assessment Formula during <strong>2002</strong>-<br />
2003 to ensure the most up-to-date and effective marketing model and forecasting<br />
methodology is used.<br />
> Increased emphasis will be given to developing a sophisticated and informative<br />
consumer website.<br />
> <strong>The</strong> WATC will actively pursue negotiations with international airlines to ensure that<br />
adequate air capacity levels are prioritised and where possible, increased.<br />
<strong>Australia</strong><br />
Key activities to be undertaken by <strong>Australia</strong> Marketing include:<br />
> Continuing negotiations with domestic airlines to ensure that adequate air capacity<br />
levels are maintained and, where possible, increased. <strong>Australia</strong> Marketing will<br />
also present joint marketing initiatives to domestic airlines to consolidate our<br />
relationship.<br />
> In <strong>2002</strong>-2003 <strong>Australia</strong> Marketing will formalise partnerships with strategic industry<br />
partners and wholesalers. It is envisaged that these new alliances will generate<br />
increased incremental business for the State through targeted co-operative tactical<br />
advertising.<br />
> <strong>Australia</strong> Marketing, in conjunction with the Regional <strong>Tourism</strong> Associations, will drive<br />
Brand WA campaigns delivering and consolidating the “holiday at home” message<br />
in the intrastate market.<br />
> <strong>The</strong> <strong>2002</strong>-2003 Winter Breaks campaign will be rejuvenated with a new focus on<br />
experiences. <strong>The</strong> Southern Forests will be featured heavily in this campaign.<br />
> Trade advertising, trade and media familiarisation opportunities will continue to be<br />
sourced and developed to ensure travel agents and media are aware of WA as a<br />
premier holiday destination. <strong>The</strong> media exposure will be enhanced by a substantial<br />
upgrade in the quality and selection of photographic, digital and video material<br />
available through the image library.<br />
> Support for the WA <strong>Tourism</strong> Network, country Visitor Centres and a continued<br />
emphasis on developing new marketing initiatives for regional <strong>Western</strong> <strong>Australia</strong><br />
through funding programs such as WA Rural and Regional Marketing Assistance<br />
Scheme will be a priority for <strong>Australia</strong> Marketing.<br />
> In <strong>2002</strong>-2003 niche product development and distribution, in particular, wine and<br />
food tourism, caravanning and camping sector, self drive market and cultural tourism<br />
will emerge as key drivers of business into <strong>Western</strong> <strong>Australia</strong>.<br />
Research and Analysis<br />
Major Achievements In <strong>2001</strong>-<strong>2002</strong><br />
Customised Enquiry Service - Research data, analysis, library resources and market<br />
research services were provided on a consultancy basis for clients, including existing<br />
operators, consultants, tourism researchers and people considering entry into the<br />
tourism industry.<br />
Online distribution of research - <strong>The</strong> Research Brief on <strong>Tourism</strong> publication was made<br />
available to industry on the WATC corporate website. An interactive database-driven<br />
application (<strong>Tourism</strong> Research DataCase) was also launched to provide an alternative<br />
means of obtaining research at a State and regional level.<br />
Publications - 28 research publications were maintained throughout the year,<br />
providing industry with access to a broad range of valuable destination and tourism<br />
market information. Current publications include the Research Brief on <strong>Tourism</strong>,<br />
Local Government Area Reviews, Regional <strong>Tourism</strong> Research Reviews and Touristics<br />
magazine.<br />
National Visitor Survey (NVS) and International Visitor Survey (IVS) - <strong>The</strong> Bureau<br />
of <strong>Tourism</strong> Research (BTR) conducts visitor surveys and publishes national and state<br />
results. <strong>The</strong> WATC developed and published a State Review and Regional Research<br />
Reviews that detail BTR domestic tourism information.<br />
W A<br />
<strong>Western</strong> <strong>Australia</strong>n<br />
<strong>Tourism</strong> Commission<br />
<strong>Western</strong> <strong>Australia</strong>n <strong>Tourism</strong> Commission<br />
16<br />
<strong>Annual</strong> <strong>Report</strong> <strong>2001</strong>-<strong>2002</strong>02<br />
Wester n <strong>Australia</strong>n <strong>Tourism</strong> Commission <strong>Annual</strong> <strong>Report</strong> <strong>2001</strong>-<strong>2002</strong>