Australian Alps - Tourism Australia

AUSTRALIA’S TIMELESS NORTHTHE KIMBERLEYGREAT BARRIER REEFWET TROPICSNINGALOO –SHARK BAYAUSTRALIA’SRED CENTREFLINDERSRANGESAUSTRALIA’SGREEN CAULDRONGREATER BLUEMOUNTAINSGREAT SOUTHWEST EDGEKANGAROOISLANDAUSTRALIANALPSSYDNEYHARBOURGREAT OCEAN ROADAUSTRALIA’SCOASTAL WILDERNESSTASMANIA’SISLAND HERITAGEGet on board and help show the worldwhy there’s nothing like AustraliaWhat’s it all about?In research conducted by Tourism Australia, nature motivatespeople to travel to Australia more than any other experience.Australia therefore has the opportunity to be at the forefront of theglobal, nature-based tourism industry.Australia’s National Landscapes Program is a partnership betweentourism and conservation, which aims to:> > promote Australia’s world-class, high quality visitor experiences> > increase the value of tourism to regional economies> > enhance the role of protected areas in those economies> > build support for protecting our natural and cultural assets.The program has identified Australia’s iconic natural and culturaldestinations and now aims to improve the delivery of quality visitorexperiences within them.Status of the ProgramTourism Australia and Parks Australia partnered in 2005to develop Australia’s National Landscapes Program.Since then, 16 areas have joined the Program, completingthe collection. Australia’s National Landscapes areshown above.In order to become a National Landscape, each areahad to undertake an extensive application process.National Landscapes accepted into the program areexpected to participate in a range of activities, such asLandscape Positioning and regional planning to underpinregional success.For further information visit www.tourism.australia.com/nlTo learn more about the National Landscape Programclick here to download the flyer.Australian Alps 4

It’s no surprise that theAustralian Alps has been chosen asone of Australia’s National LandscapesHow will this benefit tourism in the Australian Alps?Let’s rephrase that question: Why should you align your business withthe Australian Alps and Australia’s National Landscapes Program?There are plenty of benefits. Here are some:1. Generate more income by responding to growinginternational and local demand for experientialtourism – longer stay, higher yielding customers.2. Gain an edge on your competitors – by aligning yourbusiness’s offering with your National Landscapesglobal point-of-difference.3. Achieve higher yields by shifting to value-based pricing– because experience-based tourism is worth morethan goods or services.4. Earn a much greater return on investment - becauseexperience-based tourism isn’t about largeinvestments in capital infrastructure.5. Excite and inspire your employees – by developing anddelivering innovative, original tourism experiences thatcapture your customers’ emotions.8. Potential to develop partnerships that improve theeffectiveness of your marketing dollar.9. Opportunity to tap into potential partners andsuppliers who work with you to create fantasticexperiences for your guests.10. Potential to attract strategic investment or partnershipopportunities for your business.11. Opportunity to motivate and bring together membersof your local businesses community to help create anall-encompassing experience for your visitors.12. Global marketing support for Australian Alpsexperiences through Tourism Australia’s PR andmarketing activities.6. See happy customers become online and word-ofmouthadvocates for your business.7. See the changes in your business as your visitors staylonger and spend more - because of an enhancedexperience offering.Australian Alps 6

Did you know:Recent research fromTeletext Holidays revealedmore than 25% of Britonswere moved to book anexotic holiday after seeinga Facebook friend’s holidaysnaps online. Almost onefifth of those people alsoadmitted to booking anidentical trip.7 Australian Alps

Meet your best customer:The Experience SeekerExperience Seekers canbe found in any agegroup, income range,stage of life and comefrom many differentcountries, includingAustralia. They areadventurous and selfmotivated, love theoutdoors, and areecologically minded.THEY WANT:> > Something different and unique> > Natural, untouched environments> > Opportunities for life changingexperiences> > To understand and experiencelocal culture> > To discover something new> > To see the real Australia> > To gain knowledge> > ‘Bragging rights’> > Value for moneyThey are opinion leaders and advocateswithin their social circle. They sharetheir holiday experiences with peers,colleagues, friends and family. Theirinfluence and positive word-of-mouthcan secure you a return stream of likemindedvisitors into the future.Experience Seekers from aroundthe world tell us that they want toexperience something unique anddifferent. Australia promises them thatthis is the place where they can fulfiltheir dreams.Memorable, engaging visitorexperiences bring your LandscapePositioning to life. They help makeAustralian Alps a must-do destinationwhen visiting Australia.Deliver those experiences and yourExperience Seekers will tell the world!Australian Alps 8

Section 2What makes the Australian AlpsLandscape unique in the world,not just Australia?

Each National Landscape offersa uniquely engaging experienceof nature and cultureFind the uniqueness – yourLandscape PositioningThe first step involved locals distillingwhat Australian Alps has that isn’t foundanywhere else in the world.Landscape Positioning workshops wereheld throughout the Landscape.The goal was to discover and documentthe core positioning that distinguishesAustralian Alps from other Landscapesthroughout Australia.This agreed Landscape Positioning is notabout an advertising campaign, a new logoor even a tag line. Positioning is the enginethat drives the way you offer and deliveryour product now and for decades to come.It permeates all experiences, creativeapproaches, communicationand marketing.It’s what differentiates you. It’s yourcompetitive advantage.This is the unique voice of Australian Alps.Positioning underpins the words andimages we use to sell our Landscape to theworld. The more consistently we all usethose words and images, the strongerour message.Australian Alps 10

The Landscape Positioning forthe Australian AlpsThespiritof challengeEssenceAuthenticity, respect,freedom, romance, naturalValuesFree spirited, larrikin, legend,old, craggy, strong and adventurous,mystical, environmental, weatheredPersonalityThe spectacular Alpine landscape offersunexpected contrasts, both physical and spiritualthat are embodied in its people and their living storiesVisitor benefitsThe ever changing weather, the distinct four seasons, the unique geological formations,flora and fauna, snow, history of the region, the cattlemen of the high country and challengesthey endured, the gold mining history and the evidence of its existence and disappearance, theengineering feat of the Snowy Hydro Scheme, bushwalking to horse riding, just being quiet and still,fly fishing, 4WDing, mountain bike, riding, white water rafting, abseiling, kayaking and canoeingAttributesMountain range upon mountain range of un-interrupted horizons; a mysticalplace of ever-changing weather; of winter snow and summer wildflowers; ofgnarled snow gums and local characters. Spend time and learn from the peopleand their stories on the roof-top of Australia.How do you embrace this positioning?It’s about how you, your business and the entire communityconnect with this unique identity. The more people (directlyor indirectly) who have some involvement projecting thepositioning, the quicker the target market will understandwhat it is that makes your Landscape unique.‘The spirit of challenge’ means providing your visitors withthe opportunity to fully test themselves in this Landscapeand its adventures.Think about the first time you came here. Think about whatyou love about this place, why you choose to be here. Whatmakes the Australian Alps so special to YOU? Your passion iscontagious. Tell visitors your stories. Share your experiences.Because that’s what they’re seeking.The essence of the Australian Alps is ‘the spirit of challenge’11 Australian Alps

What makes you unique?Consider what your landscape offers. The following chart was developed based on the original Landscapeapplication and evolved throughout the workshop positioning process. This chart highlights the keyvalidation to justify your central Positioning statement. This is the content (and context) that makes theExperience Seeker target market believe landscape Australian Alps is unlike anywhere else in the world.Alpine National ParkYarrangobilly CavesThe 440 million year old cavesfeature spectacular limestoneformations, self-guided tours andguided torchlight tours. Visitors arealso allowed to take a swim in thenatural thermal pool inside the cavesthat remains constantly at 27degrees Celsius.Home to Australia’s snowfields, andeleven national parks and reservescovering over 1.6 million hectares withover 1,100 native plant species andone of the most spectacular summerwildflower displays.MountaincattlemenThe Australian Alps hasalways been associatedwith rugged cattlemen andhorseback adventure. Withold cattlemen’s huts dottedthroughout the landscape andepic views wherever you look,the Australian Alps is still theperfect place for a frontierhorseback adventure.Mountain range upon mountainrange of un-interrupted horizons;a mystical place of ever-changingweather; of winter snow andsummer wildflowers; of gnarledsnow gums and local characters.Spend time and learn from thepeople and their stories on theroof-top of Australia.A trueadventureThe Australian Alps Walking Trackis an eight week, 650-kilometrepath that stretches through the highcountry of New South Wales, the ACTand Victoria – and is on the ‘To Do’ listof every serious Australian hiker. Withmany places to join and leave thetrack, it’s the perfect place foreverything from a three-dayhike to the challengeof a lifetime.Golden historyThere was a time when the wholeworld came to the Australian Alpslooking for gold: every get-rich-quickschemer was on the first boat out tothe colonies. Because of this, a richconcentration of gold rush era mines,townships and history are easy tofind throughout the southern endof the Australian Alps.ExtremeParagliding and hang glidingthrough deep gorges, mountain bikingdown steep trails, hardcore kayakingand rafting on turbulent mountainwhite-water: the Australian Alps isfilled with locations that are perfectfor extreme outdoor activities andchallenges for the courageous andthe considered.Long drop dunnySit on a toilet at the top of amountain and stared out downinto the valley far below. Long-drop,self-composting toilets that openout to face spectacular wildernessviews are dotted throughoutthe hiking paths of theAustralian Alps.TidbinbillaAboriginal Australians have livedin the Australian Alps for at least21,000 years. Tidbinbilla is a sacredsite involved in the rites of passage forthe Ngunnawal people, as well as amajor meeting place for neighbouringclans. Tidbinbilla is also home toAustralia’s only operational NASAtracking station.Australian Alps 12

Section 3Building your businesson the Australian AlpsLandscape Positioning13 Ningaloo - Shark bay

Six Steps to Delivering aGreat Visitor Experience1. Focus, Focus, Focus!> > Who is your target market and what experiencesdo they want?> > What do you want them to take away from theexperience: feelings, images, memories?> > What do you want them to be telling others aboutthe experience?> > You can’t be all things to all customers. But if you focus onExperience Seekers and provide memorable, world-classexperiences for them, the rest will come!2. What experiences fit with your business?> > What can your business offer?> > What community resources (natural and built physicalassets, community members and organisations) canyou involve?> > What partners/suppliers could you involve?4. Training and test flight> > Make sure your staff and any partners clearly understandyour guests’ expectations, the precise details of theexperience and their role in delivering it.> > Test the product in real time with non-paying ‘guests’ andtweak as needed.5. Market and communicate> > How will you market to potential consumers andto businesses?> > Increasingly, customers (actual and potential) talk toeach other. Will you monitor these conversations ormaybe join them?> > How will you maintain contact with past customers?6. Deliver, evaluate, modify3. Plan the experience> > Your guests should be as actively involved as possible -not passive spectators.> > Identify the theme around which you will build theExperience – look to your Landscape Positioningfor inspiration.> > The experience should involve their emotions and sensesand include a ‘wow!’ factor that makes it truly memorable.> > The experience must be authentic and ‘on brand’:consistent with Landscape Positioning.> > Plan every detail – such as timing to allow for visitorresponse and engagement, sequencing, best group size,safety and weather, dealing with guest physical limitations> > Remember, you are providing a world-class experience toa discerning market. Leave nothing to chance.> > Set your price – Experience Seekers will pay a premium fora premium experience (unique, authentic, personalised,‘wow!’), but have a well-developed sense of perceived value..GREAT CUSTOMER EXPERIENCES ARE:*> > A source of long-term competitive advantage> > Created by consistently exceeding customersphysical and emotional expectations> > Differentiated by stimulating emotion> > Enabled through inspirational leadership andfacilitated by culture> > Revenue generating and can reduce costs> > An embodiment of the Landscape Positioning*Colin Shaw, Revolutionize Your Customer Experience (2005)15 Australian Alps

Here are some ideas for specificservice providersAccommodation suppliersIn this Landscape accommodation can be anything fromcamping in the challenging environment to an authentic chaletexperience. Communicating the spirit of the challengemightbe as simple as the free and natural way your staff engagewith your customers, or it may be the suite of physically andspiritually challenging activities available to them.You could help your visitors understand this ever changing anddemanding environment by hosting information evenings orpresentations by a legendary local ranger, strong conservationorganisation or larrikin scientist. Another way to help themfeel a sense of respect is to highlight the amazing amountof work and research being undertaken by protected areaagencies across the region.While you’re probably already doing this, you might like topair up with tour operators or conservation organisations topackage experiences. Think authentic, romantic and free.You’d be surprised at just how many Experience Seekers areprepared to pay for tailor made tours that enable them to getinvolved in, or contribute to local environmental work.The Experience Seeker is looking for sustainable travelcredentials. Ensuring your tourism business has independentenvironmental accreditation sends a strong message tovisitors that you’re committed to sustainable businesspractices and operate to world’s best-practice standards.Visitor Information CentresVisitor Information Centres are one of the most importantconnections the visitor has with your Landscape. How doesyour information centre encourage visitors to experience thisinvigorating, heartening and grueling environment? Whatabout the layout, look and feel of your centre?How much do you know about this strong and weatheredenvironment? Armed with factual information, you might liketo explain how the dramatic landscape has been shaped andimpacted by the forces of nature through fire and ice.Or how these harsh conditions have given rise to 46 differentspecies of eucalyptus – no other tree in the world shows suchrugged versatility.How detailed, accurate or intellectual is the informationprovided? How easily can the visitor learn more or getinvolved? Highlight community events where they canmeet the local legends or activities that they can get directlyinvolved in such as species monitoring or community cleanup days. You could also display brochures or posters from theconservation organisations that are working in your area.Tour operatorsFor Experience Seekers it is vital the experience is bracingand demanding. The concept of the spirit of the challengecan help you create and deliver amazing experiences. Youcould plan the itinerary around the concepts of inspiring,demanding or testing, or you could create stimulatingproduct options such as a chance to talk with a ranger, ascientist or traditional Aboriginal owner.Timing and interpretation is important in naturalenvironments: think about including time to listen to thebirds in the early morning, or a trickling stream in theafternoon. How will you describe this rugged landscape –where endless mountain ranges give way to uninterruptedhorizons and ever-changing weather? What will theyfeel or sense as they learn of ancient pathways shaped bytraditional owners and pioneers. Think about how youembrace the freedom of natural rivers, romantic eucalyptforests and respected mountain trails.Eco Certification is a great mechanism to help you deliverhigh-quality and innovative tourism experiences with itspractical guide to ecologically sustainable practices andcultural responsibility. Eco Certification also helps visitors17 Australian Alps

Section 4Maximising yourcommunications withthe Australian AlpsLandscape position

The language of the Australian Alps‘The spirit of challenge’: the essence of the Australian Alps Landscape.‘Immersion’ is the feeling the Experience Seekerwill get from the Australian Alps Landscape. Thisemotional territory connects the consumer at asubconscious level to the emotional space of theAustralian Alps.This essence should drive all creative thinking forcommunication, advertising and public relationsand relay the message of how the AustralianAlps experience creates a desire for ‘the spirit ofchallenge’ in the international Experience Seeker.‘The spirit of challenge’ is the core essence of theintangible messages that come through in yourLandscape. In particular, through positioningworkshops conducted earlier with key opinion leadersin your area, your Landscape was found to be:> > a place where people can push themselvesto the limit> > an authentic adventure> > free-spirited, with a larrikin edge> > strong and adventurous> > a winter wonderland but also a place ofsummer tranquility> > full of the history of pioneer Australia> > a rugged challenge, where rewards are well earned> > a unique, bio diverse environment> > a romantic, wild and free frontier.To assist with your own communication planning,take a moment to assess your current situationusing the communication worksheetClick here to download communications worksheet21 Australian Alps

Communication toolsHow you can convey the voice of the Australian Alps.Editorial StyleThe best approach to editorial style is based on an awarenessof what motivates our key target audience: the ExperienceSeeker. They are seeking information, and rich copywritingenables them to get into the potential experience. Bedescriptive and honest, clear and informative. Refer thereader to websites where applicable, rather than writingtoo much. Always leave the reader wanting a little more.Remember the positioning is based around the spirit ofchallenge so consider this when you are constructing copyfor your editorial.Key WordsThis is an important aspect of your communications.Words should be tied back to the essence of yourLandscape. Words such as:challengingspiritedlarrakincraggystrongadventurousweatheredelementalheroicprimalfreeHow does this look when you consider itrepresented as a word matrix?spiritedprimalweatheredchallengingawesomeelementalformidablecraggyheroicstrongadventurousinspiring> > accept the challenge> > adventure is calling> > strength of spirit> > time-worn crags> > land of the larrakin> > all the elements for a great adventure> > be the hero of your own story> > the freedom of adventure> > get strong on the side of a mountain> > the fundamental element is you> > a primal challenge around every bend> > feel free to be challenged> > release your inner larrikin.boldlarakinstrengthtime-wornnaturalfreewildAustralian Alps 22

Speaking in one voiceWhen presenting your Landscape, it is important you speak asbest you can with one voice. Embracing the essence of the spirit ofchallenge and presenting this in a way that supports your productadds to the cumulative experience visitors will seek. They will spendtime across a range of locations, events and experiences. You mustmake sure every one of their touch points culminates in their highpraise of the overall experience.Connecting to ‘the spirit of challenge’We have identified the following words you might also consider.These words all have an association with the essence and could beused when drafting copy for advertising material or press releases.Primary Word Out Takeschallenge == Demanding: difficult, taxing, exacting, tough, hard, onerous,burdensome, rigorous, grueling= Testing: check, examine, assess, evaluate, appraise, investigate,analyze, scrutinize, study= Stimulating: tonic, invigorating, bracing, energizing, refreshing,revitalizing, exhilarating.= Inspiring: encouraging, heartening, uplifting, stirring, rousing,electrifying; moving= Formidable: intimidating, forbidding, daunting, awesome,ominous, foreboding, sinister, menacing, threatening, dangerous= Arduous: difficult, hard, heavy, strenuous, vigorous, demanding,tough, challenging, formidable; exhausting, tiring, punishing.Secondary word out takesWild: unrestrained and unrestricted, untamed,natural habitatCultivated: refined, educated, cultured,sophisticated, urbaneSophisticated: advanced, superior, polished, graciousInnate: native, inborn, instinctive, unaffected, effortless,spontaneous, genuine23 Australian Alps

The coloursIt is important to use colour and image in a way that issympathetic to the core values of your Landscape. Thecolours shown here are suggestions only. This exampleillustrates how a family of colour can be built and thenapplied. The colours are from the palette of the Australianalpine area and the variety of landscapes it provides. Thesecolours represent the earth, the flora, fauna and mountains,but also the unique and varied experiences one can expecton a journey through your Landscape.Consistent use of photographyIn order to keep us all speaking with one voice, we haveincluded examples of photography that represent the look,tone and feel of the Australian Alps. It’s part of the visuallanguage of the Australian Alps and it needs to be just asconsistent as the spoken and written voice. This will give theExperience Seeker a clear message about what makes theAustralian Alps unique in the world. Remember, it’s ideal tohave people in the majority of your photographs to bring theexperience on offer to life.Tourism Australia has an outstanding photo gallery librarywhich is available for all tourism operators to look through,consider and utilise free of charge.For reference visit www.images.australia.comFor more information on what makes a great imagevisit www.tourism.australia.com/imagesAustralian Alps 24

How you can use your Landscape Positioningin your communicationsBeing part of the National Landscapes Program means your operation isrecognised as belonging to a region renowned for its outstanding naturalbeauty and cultural significance.You communicate with visitors and potential visitors toyour region in a myriad of ways. Each interaction betweenvisitors and your business is an opportunity to reinforce yourLandscape’s Landscape Positioning.This section of the guidebook offers suggestions for utilisingthe positioning in your marketing activity communications,as well as suggestions to help you make the most of yourcontact with visitors. Some of these can be implementedin the short term, without cost implications, and others arelonger-term goals to be integrated in your business activitiesas they arise over time – such as brochure re-prints orwebsite updating and design.These are guidelines only – it’s important to keep in contactwith your local tourism officer.A collection of content has been created to assist youwith your communication of your landscape.These include factsheets for media and consumer,suggested itinararies and conservation factsheetsand wildlife calendarClick here to download Factsheets, Itineraries,Conservation Fact sheets and Wildlife CalendarWebsite and Social MediaConsistent presentation of your Landscape Positioningonline will give potential visitors, including web tourists,a clear picture of what makes your Landscape a uniqueplace. That’s why it’s important for all stakeholders to useconsistent visual, spoken and written language of theLandscape, across all touch points.Another opportunity to differentiate your business is to seeif you can reflect the essence of your Landscape in the styleof your writing or communications.> > Your Landscape Positioning may be communicated in a morepersonal tone; you can be yourself– genuine and sincere.> > Incorporate sections on your site that can be updated easilyand frequently - a blog, Twitter or Facebook–style statusupdates to communicate fascinating facts to grab interest.> > If you haven’t already, consider establishing a social mediapresence as a means of staying in touch with your visitors inreal time.> > For example, you could upload this morning’s sunrise pictures,wildlife sightings, weather conditions, information oncommunity activities and events.> > Photos of your staff or family enjoying the landscape willdemonstrate that visitors will have the chance to ‘do what thelocals do’.With positioning values such as ‘authentic, respect, freedom,romantic and natural the world of social media offers idealopportunities to connect with past, present and future visitors.The Tourism e-kit is an online marketing program, designedspecifically for the tourism industry, to assist you to makethe most of opportunities the internet providesClick here to download the Tourism e-kitIn developing a new website, or when updating contenton your current site, aim to incorporate iconic images,colours from the region, and a selection of the key phrasesand descriptive words that arose from the Landscape’spositioning workshops. (See page x)25 Australian Alps

Stationery> > When updating your corporate stationery, considerincluding your Landscape’s colour palette.> > You could add a one-liner logo that reflects your businessvision and incorporates primary words or key phrases.> > Dare to be a little unrestrained –you can resist the ‘norm’of corporate stationery design and reflect the personalityof your business and the region.> > Take the opportunity to add a friendly handwrittenmessage when sending hard copy confirmations toguests, an easy way of being sincere and open.> > If undertaking your own advertising or PR campaign,choose media outlets or publications that target theExperience Seeker market.> > Public relations messages can be built on the key phrasesand supported by appropriate images.> > If you participate in a competition by providing giveaways, influence the theme of the competition to alignwith key phrases or words.Brochures, signage and visitor informationincluding information provided enroute / tour interpretivematerial / hotel compendiums/ waiting room readingmaterial / reception signage> > When you are due to redesign and print your brochures orsignage, consider using the Landscape’s colour palette.> > Think of the key phrases and words you could use to makean emotional connection with Experience Seekers anddevelop consistency with others within your Landscape.> > Chose images to reflect the personality of your Landscapeand your business.> > Ancillary service providers within the community(gear hire, local shops, medical centres, post offices, etc)can also assist with delivering a consistent experienceby using and reflecting key messages and offeringvisitor information.PR / advertising> > Where possible always link in with broader regionalinitiatives – the work of your local, regional, and statetourism organisations.Social MediaTourism Australia’s Facebook page receives over 1,000photos a week from fans. The industry is also invitedto post their own photos to the wall. Every Friday thebest are chosen and featured in the Friday fan photoalbum. The photos that resonate best with fans are alsoshowcased as their own individual post and sent to ourfans globally.The ‘things to do’ tab on Tourism Australia’s Facebookfan page allows Australian businesses to add their pagesand events directly onto the Australia page. Acting asa directory for fans of Australia, the tab allows usersto search for places and events by location, experienceand date – and then click through to find out more.Information added will receive exposure to the 3 millionplus Australia Facebook fans around the world.To add listings visit www.facebook.com/seeaustralia,click ‘things to do’ on the left then ‘add your Facebookpage’ at the bottom of the screen.Australian Alps 26

Section 5MoreInformation

MAKING YOUR BUSINESS EVENMORE SUCCESSFULHere are 10 ideas you might want toconsider and perhaps apply to yourbusiness planning. Not everything willbe relevant but even one idea appliedsuccessfully can make a big difference.1. Make use of your customer data2. Create profiles of yourbest customers3. Track them down and lookfor clones4. Enter your Experience Seekersmedia world5. Pay less and still dominate6. Create advocates for your business7. Indentify what is attractive aboutyour area or locationWe hope you have foundthis guide helpful and that itinspires you to think of waysyou can make positive changesto your business or service.With your region being chosen as one of Australia’sNational Landscapes there is a significant opportunityfor all stakeholders within the region to work andprosper together.Your Landscape’s unique Landscape Positioning will bebuilt over time, through your individual contributions,creating opportunities for long-term success. Your aimshould be to consistently deliver great experiences andbuild strong awareness of your destination.This may be in obvious ways or in the subtlest of ways.We wish you every success.8. Make them an offer to stay or comeback soon9. Introduce them to everyone whoyou think will help create a positiveexperience for them10. Don’t forget them whenthey leaveClick here to find out moreabout these ideasFOR FURTHER INFORMATION, HERE ARESOME USEFUL LINKS...Tourism Australia corporate sitewww.tourism.australia.comAustralia’s National Landscapes sitewww.australia.com/nlPlanning for Inbound Successwww.tourism.australia.com/inboundsuccessBoosting your Bottom Linewww.tourism.australia.com/boostbottomlineMaking a Splash (generating publicity)www.tourism.australia.com/makingasplashTourism e-kit (lessons on e-marketing)www.atdw.com.au/tourism_e_kit.asp