Part 1 - Shire of Ashburton

Shire of Ashburton Tourism Strategy
January 2011
6.0 DESTINATION MARKETING STRATEGIES
Effective marketing is based upon the ability of an activity or program to positively influence a potential
visitor’s decision making process. With limited marketing resources it is important to undertake cost
effective marketing programs that can deliver real and measurable results. General “feel good” activities
are no longer acceptable in today’s destination marketing. Marketing should be highly focused and tailored
specifically to potential market needs.
The Shire, along with local industry and agencies such as ANW, should develop a cooperative marketing
program that only focuses upon potential visitor markets that can be readily influenced by external
marketing and promotional activities. Travellers need to be given reasons to visit a particular region and
generating experiences rather than promoting products and facilities should be a key element of marketing
the destination.
It is assumed that during the initial implementation of the plan (over the first 1 to 3 years) the majority of
market types will be derived from Australian domestic sources with a focus upon the Perth market.
International visitors will also be targeted however it is assumed that creating a heightened level of
awareness in overseas markets will take more time. In terms of destination marketing principles, the Shire
of Ashburton should;
- Leverage off the existing visitor numbers to and through the region, capture this through traffic and
convert into extended overnight visitors.
- Undertake marketing activities cooperatively with complementary neighbouring regions to increase
the numbers of visitors to iconic attractions such as Karijini NP, Millstream Chishester NP, and the
coastal assets such as Mackerel and Montebello Islands in and around Onslow.
- Undertake highly targeted marketing campaigns in conjunction with neighbouring regions, tourism
focused local operators, and the ANW.
- Undertake and promote major special events in shoulder seasonal periods.
6.1 Destination Tourism Branding
In terms of general product marketing this is the age of specialization. Generalised marketing messages are
no longer accepted and have been replaced with highly focused product branding. Branding is the art and
process of setting yourself apart from everyone else, and for tourism destinations this entails focusing upon
“must see” attractions and experiences that are unique to a particular area.
The large distances between and diversity of its natural attractions means the Shire of Ashburton does not
lend itself naturally to a typical travellers itinerary. It is always difficult to effectively promote a region that
offers a range of diverse experiences. Focusing upon one iconic attraction can alienate other operators
within that subregion however preferring to promote a mix of diverse experiences to “keep everyone
happy” can also severely dilute any potential marketing message effectiveness. A regional tourism brand
typically becomes a hybrid of mixed marketing messages and there are many instances where the overall
effectiveness of the marketing program is severely reduced because of it. In the case of the Shire of
Ashburton there are two key regional visitor experiences that should be the key focus of all brand
development and promotion.
‐ Karijini (Tom Price & Paraburdoo)
‐ Pilbara Coast (Onslow)
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