Regional Visit Program 2013 - Kalbarri - ACC - Tourism Western ...
Regional Visit Program 2013 - Kalbarri - ACC - Tourism Western ...
Regional Visit Program 2013 - Kalbarri - ACC - Tourism Western ...
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Pink Lake near <strong>Kalbarri</strong><br />
Australia’s Coral<br />
ピンクレイク(カルバリー<br />
Coast<br />
近 郊 )
<strong>ACC</strong> Structure<br />
Board: Chairman Staff: Chief Executive Officer<br />
6 elected members Marketing Manager<br />
2 LGA members Marketing Coordinator<br />
5 co-opted members (max)
Board and Staff<br />
Chairman<br />
Ross MacCulloch – <strong>Tourism</strong> Key<br />
Elected members<br />
Edwina Shallcross - Bullara Station<br />
Simon Harper – Aust. Pinnacle Tours<br />
Nikki Thompson – The Lobster Shack<br />
LGA members<br />
Rogé Kempe – Shire of Exmouth<br />
Staff<br />
David O’Malley - Chief Executive Officer<br />
Jodie Darragh - Marketing Manager<br />
Grace Pappelendam - Marketing Coordinator<br />
Jackie Brooks – Ningaloo Lodge<br />
Ross Jones – <strong>Kalbarri</strong> Beach Resort<br />
Jan Potter – Aspen Parks (resigned)<br />
<strong>Tourism</strong> WA<br />
Toni O’Donnell - Director Domestic Marketing<br />
Co-opted members<br />
Rick Thomas – retired after 35 years with <strong>Tourism</strong> WA.<br />
Bernard Whewell – Broome & The Kimberley Holidays<br />
Prof. Ross Dowling – Edith Cowan University
Destination Marketing
Where are our markets?<br />
Intrastate:<br />
Interstate:<br />
International:<br />
Perth and <strong>Regional</strong> WA<br />
New South Wales, Victoria,<br />
Queensland and South Australia<br />
UK/Europe, SE Asia, China, Japan,<br />
New Zealand and the USA.
How do we market the Coral Coast?<br />
How?<br />
• Seasonal campaigns<br />
• Ad-hoc campaigns/advertising<br />
• Consumer/Trade marketing<br />
• Media/PR<br />
• Digital marketing<br />
• Collateral
Winter Escapes 2012<br />
Partners: Experience Perth, AGO, ANW
<strong>ACC</strong> Competition
2012 Wildflowers &<br />
Whales Campaign
The West<br />
Australian
Summer Campaign<br />
January – March <strong>2013</strong><br />
Media/PR<br />
Digital & print advertising<br />
eDM – 22,000 database<br />
Facebook advertising<br />
•3,000+ competition entries<br />
• Website hits increased by<br />
16,000 in Jan/Feb.
<strong>2013</strong> Autumn Campaign<br />
Digital focus<br />
Radio (Perth)<br />
Print Media<br />
Concept: Seven Wonders of WA
Radio 2012 – 92.9FM
The West Australian<br />
MWDC, <strong>Tourism</strong> WA
Digital Marketing<br />
Objectives<br />
Attract<br />
Engage<br />
Retain<br />
Website<br />
• Weekly Stats<br />
• SEO<br />
Key Elements<br />
• Website<br />
• Consumer Newsletters<br />
• eDM’s<br />
• SEM<br />
• Banner ads<br />
• Facebook<br />
• YouTube<br />
• Podcasts<br />
• iPhone App
Digital Marketing<br />
Facebook<br />
6,434 likes as at 5 December 2012<br />
7,271 likes as at 12 March <strong>2013</strong><br />
australiascoralcoast.com<br />
Monthly Unique <strong>Visit</strong>ors<br />
December 2011 – 10,312<br />
December 2012 – 17,903<br />
January 2012 - 15,634<br />
January <strong>2013</strong> - 25,162<br />
February 2012 – 12,262<br />
February <strong>2013</strong> – 18,352
OTA Campaign<br />
Partners: <strong>Tourism</strong> WA, wotif.com. $36,000 Spend (Value $105,000)<br />
Full page print advertisements in News Limited weekend magazines, Qweekend<br />
(QLD) and Sunday Style (VIC & NSW).<br />
Activity on driving bookings for the March to June period.<br />
Extends nationally to Australian and New Zealand consumers through wotif.com’s<br />
consumer electronic newsletter and website.
East Coast Digital Campaign<br />
Re-marketing/Behavioural marketing<br />
• Partners: Discover Australia Holidays & Experience Perth<br />
• Spend: $50,000<br />
• Content: Flight + Hotel Packages, Tour options<br />
Self-Drive Package Options
Australian Traveller Magazine<br />
Media/PR
The West Australian
Destination Magazine<br />
Freelance Journalist -<br />
Fleur Bainger
Consumer Shows<br />
• Caravan and Camping<br />
• NATAS – Singapore<br />
• MATTA – Kuala Lumpur
Trade Marketing<br />
• Australian <strong>Tourism</strong> Exchange<br />
• UK/Europe Road Show<br />
• Corroboree<br />
• Japan Road Show<br />
• Asian Road Show<br />
• NATAS<br />
• MATTA<br />
• <strong>Tourism</strong> WA China Mission<br />
•<strong>Tourism</strong> Australia's GCTM<br />
• ETE<br />
• Familiarisations
Holiday Planner<br />
80,000 copies<br />
Distributed:<br />
WA - <strong>Visit</strong>or Centres, tourist outlets,<br />
car hire companies<br />
East Coast – travel agents<br />
International – TWA offices,<br />
consumer and trade events<br />
Other - Media
Newsletter
Membership
Working together<br />
• Cooperative advertising in seasonal campaigns<br />
• Engage with us on social media<br />
• Leverage off the state brand/marketing activities<br />
• Advise of new product, changes to existing product<br />
• <strong>Tourism</strong> Awards – <strong>ACC</strong> will provide feedback on submission<br />
• Membership of <strong>ACC</strong><br />
• Planner advertising<br />
• Digital – sign up with OTA’s eg WOTIF<br />
• Assist with discounted or FOC rates for media/trade famils
Australia’s Coral Coast……<br />
Unspoilt, Uncrowded, Underwater
<strong>ACC</strong> Structure<br />
Board:<br />
Staff:<br />
Chairman<br />
6 elected members<br />
2 LGA members<br />
5 co-opted members (maximum)<br />
Chief Executive Officer<br />
Marketing Manager<br />
Marketing Coordinator/administration
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