Annual Report 2010-2011 - Tourism Australia

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Consumer Marketing Division The Consumer Marketing division is responsible for global marketing campaigns, brand development and global public relations programs. These activities include social media platforms, advocacy, and the visiting journalists, media outreach and cooperative broadcast programs. The division manages Tourism Australia’s two major consumer websites and its global digital programs. It also has carriage over the insights team and its work in brand research, campaign evaluation and consumer insights. Lastly, the division oversees domestic marketing, including the There’s Nothing Like Australia and No Leave No Life campaigns, and is responsible for getting more people to travel in and around Australia. 32 Consumer Marketing Division
Consumer Marketing The Consumer Marketing team is responsible for delivering Tourism Australia’s global consumer marketing activities. The team comprises Brand, Graphic Design, Visual Assets and Digital Marketing. The combined team creates global advertising campaigns; produces and manages visual assets, including film and photographs; manages global agency relationships and agreements; provides graphic design services through Tourism Australia’s Studio; manages australia.com and the There’s Nothing Like Australia websites; and delivers global digital marketing programs, including mobile and search marketing. In addition, the team is responsible for collaborating with regional offices to deliver local marketing initiatives. Key Consumer Marketing projects in 2010/11 included rolling out the There’s Nothing Like Australia campaign globally; producing and managing the Making Tracks project; and the ongoing maintenance of the foreign language versions of the australia.com and There’s Nothing Like Australia websites. Unit highlights Brand • Launched the There’s Nothing Like Australia campaign, including producing new television campaigns, cooperative templates, and print and outdoor advertising. • Delivered the Making Tracks project – four short films which received over 2.5 million views globally. • Created three new Trip in a Minute videos for Korea, Japan and China, which appeared on Tourism Australia’s digital platforms, including YouTube. • Procured a new media agency and managed the successful transition between media agencies Carat and OMD. • Completed a brand refresh and alignment project, integrating all internal guidelines, aligning different style guides and introducing new assets such as Indigenous graphics and illustrations. • Procured and developed a new brand asset management system to manage assets digitally and allow internal and external access. Visual Assets • Distributed $41 million worth of visual assets to media and trade. • Added 1,520 new items to the visual assets collection. • Distributed 52,000 images, 1,375 motivational film clips and 1,600 campaign assets. • Transferred all previous campaign film to high definition and digital format for online viewing and downloading. Digital Marketing • Attracted more than 4 million YouTube branded channel views, including more than 2.5 million views of the Making Tracks videos. • Launched 16 foreign language versions of nothinglikeaustralia.com in 21 markets. • Launched the Mobile Video Library and nothinglikeaustralia.com iPhone and Android platform applications. australia.com • Developed three editions of australia.com, focusing on promoting events, Australian cities and the There’s Nothing Like Australia campaign. • Created 176 campaign executions for australia.com, including Oprah Winfrey’s visit, The Great Aussie Sale, Work Your Way Around Australia and Making Tracks. • Launched the Walkabout Planner and National Landscapes campaign in eight languages. • Attracted 14.7 million unique visitors to the website. 2010–2011 ANNUAL REPORT 33
Page 1 and 2: Tourism Australia Annual Report 201
Page 3 and 4: Contents Chairman’s Report.......
Page 5 and 6: Over this last year, Tourism Austra
Page 7 and 8: Our Facebook site is one of the wor
Page 9 and 10: RT Tours, Glen Helen, Central Austr
Page 11 and 12: Northern Territory Indigenous Tours
Page 13 and 14: Program: Strengthen the travel dist
Page 15 and 16: Long-term direction The 2011/12 Ann
Page 17 and 18: Understanding customers’ needs To
Page 19 and 20: Marketing activities to capitalise
Page 21 and 22: In addition to winning the overall
Page 23 and 24: Minister for Tourism the Hon Martin
Page 25 and 26: Making Tracks and Trip in a Minute
Page 27 and 28: TAD0299_Citylights_1840x1225@50pc_1
Page 29 and 30: In addition to these responsibiliti
Page 31 and 32: Sustainability International visito
Page 33: Australian Operations Tourism Austr
Page 37 and 38: Outdoor dining, Adelaide, South Aus
Page 39 and 40: Global Insights The Global Insights
Page 41 and 42: Melbourne, Victoria. • Recruited
Page 43 and 44: Industry Events The Industry Events
Page 45 and 46: Business Development Managers • D
Page 47 and 48: Aviation Development Under the 2020
Page 49 and 50: Finance and Procurement The Finance
Page 51 and 52: Ferry, Sydney Harbour, New South Wa
Page 53 and 54: Sal-Salis, one of the Luxury Lodges
Page 55 and 56: International Operations Internatio
Page 57 and 58: Bay of Fires, Tasmania. 2010-2011 A
Page 59 and 60: China Taiwan • Launched the There
Page 61 and 62: Malaysia India • Launched the The
Page 63 and 64: Highlights • Launched the There
Page 65 and 66: Highlights • Launched the There
Page 67 and 68: USA Canada • Launched the There
Page 69 and 70: United Kingdom Ireland • Partnere
Page 71 and 72: Germany France • Launched the The
Page 73 and 74: Financial Statements for the Year E
Page 75 and 76: 2010-2011 ANNUAL REPORT 73
Page 77 and 78: Statement of Comprehensive Income f
Page 79 and 80: Statement of Changes in Equity for
Page 81 and 82: Schedule of Commitments as at 30 Ju
Page 83 and 84: Schedule of Asset Additions for the
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Notes Note 1: Summary of Significan
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Notes Restructuring of administrati
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Notes Loans and receivables Trade r
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Notes Note 3: Expenses 2011 2010 Ex
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Notes Note 4: Income (continued) 20
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Notes Note 6: Non-Financial Assets
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Notes Note 6: Non-Financial Assets
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Notes Note 7: Payables 2011 2010 $
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Notes Note 9: Cash Flow Reconciliat
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Notes Note 13: Senior Executive Rem
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Notes Note 15: Financial Instrument
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Notes Note 15: Financial Instrument
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Notes Note 17: Reporting of Outcome
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List of Requirements Description Pa
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Crown Casino from the Yarra River,
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Index A advertising see EAV AIBTM e
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Tourism Access Working group 45 Tou
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Contact Officer For more informatio
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Annual Report 2010-2011 - Tourism Australia

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