2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
2002 - 2003 Annual Report - Tourism Australia
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Hemispheres<br />
The Hemispheres division within<br />
the ATC operates from the<br />
Sydney office and is responsible<br />
for providing an interface<br />
between the <strong>Australia</strong>n tourism<br />
industry and the ATC’s<br />
international offices, and assisting<br />
the industry with their<br />
international marketing efforts.<br />
Partnership Marketing<br />
The Partnership Marketing<br />
unit services approximately<br />
200 industry partners per<br />
month, providing them with<br />
a greater understanding of ATC<br />
activities and creating revenue<br />
opportunities through<br />
cooperative marketing.<br />
Highlights and activities<br />
• During the <strong>2002</strong>/03 financial year,<br />
Partnership Marketing generated<br />
sales worth AUD$2.2 million.<br />
• Industry participation in ATC<br />
cooperative activities achieved an<br />
average of five per cent above<br />
target levels.<br />
• The department worked to<br />
develop a greater understanding of<br />
the role of australia.com in the<br />
ATC’s international marketing<br />
efforts by demonstrating the<br />
benefits offered by the online<br />
medium and reporting and tracking<br />
all partner advertising.<br />
Trade Development<br />
The Trade Development unit<br />
provides an essential<br />
communication link between the<br />
<strong>Australia</strong>n tourism industry,<br />
<strong>Australia</strong>n-based inbound tour<br />
operators and the ATC’s overseas<br />
operations.The unit also provides<br />
input and assistance to a number<br />
of industry associations<br />
and groups.<br />
Highlights and activities<br />
• Better processes for communicating<br />
and consulting with inbound tour<br />
operators and industry partners<br />
were established to improve the<br />
ATC’s services to this sector and<br />
determine where the ATC could<br />
most add value to their activities.<br />
• Information on the ATC’s<br />
industry website, ATC Online,<br />
was restructured for better<br />
communication of market<br />
information and marketing activity,<br />
as well as regular updates through<br />
the ATC’s weekly online<br />
newsletter, essentials.<br />
• The unit participated in various<br />
industry groups, including the<br />
implementation of frameworks<br />
to progress market and industry<br />
development in the key markets<br />
of Japan and China.<br />
The Marketing Opportunities Guide<br />
<strong>2003</strong>/04 provided essential information<br />
on the ATC’s marketing initiatives<br />
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