2010 - 2011 Annual Report - Zoos South Australia

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CONTENTSYear In ReviewWild TimesCommunications & PartnershipsCommunicationsPartnershipsCommunity PartnershipsFundraisingMarketingTourismMedia PartnershipsMembership And Animal AdoptionBequestsGrantsVisitor ExperiencesEvents ReportVolunteer ProgramsHuman ResourcesFinancial ReportAdmissionsFinalsTourismOver the past year there has been a greater focus onthe tourism market, in particular the interstate andinternational markets.Contracts have been signed with 20 wholesale agents andinbound operators who specialize in the more lucrativeinterstate and overseas markets. We are seeing a positiveresult with steady increases in visitors from Victoria andNSW and promising growth and enquiry from Asia, Chinaand Europe/UK.Les Penley and Steve Callery attended the AustralianTourism Exchange trade event held in Sydney in April2011 and were able to conduct pre-arranged, face-to-faceinterviews with just over 100 travel agent/buyers fromaround the world. This is the largest travel trade event heldannually in the Southern Hemisphere and will becomea regular activity for us. Positive bookings have alreadyresulted from this investment with Monarto Zoo andWarrawong Wildlife Sanctuary creating a great deal ofinterest from New Zealand, Chinese and Asian agents. Asaccommodation and other packages are developed, thesespecialist products will be in demand from these markets.We now have regular business from the broader interstateCoach Touring / Group markets and expectations are thatsubstantial growth can be expected from this sector forMonarto and Warrawong in particular.A new level of cooperation and support is being developedwith the South Australian Tourism Commission and this willsignificantly enhance our market profile and disseminationof information to selected markets.Tourism – 1 of 1
CONTENTSYear In ReviewWild TimesCommunications & PartnershipsCommunicationsPartnershipsCommunity PartnershipsFundraisingMarketingTourismMedia PartnershipsMembership And Animal AdoptionBequestsGrantsVisitor ExperiencesEvents ReportVolunteer ProgramsHuman ResourcesFinancial ReportAdmissionsFinalsMedia PartnershipsZoos SA received significant publicity during 2010 – 11with continuing media interest in, and support for, theGiant Pandas. This was reflected in the media coveragesurrounding their birthday celebrations in August and againfor the twelve month anniversary of the pandas’ arrival atAdelaide Zoo in November.Another key media story included the arrival of four femalechimpanzees from the Netherlands in October, whichreceived coverage across all mediums. This provided excellentexposure for Monarto Zoo and its new state-of-the-artchimpanzee habitat.Jane Goodall’s visit in June attracted high levels of media.The most widely reported story during this time was her visitto Monarto Zoo’s chimpanzees to officially unveil the nameof the exhibit - ‘Jane Goodall Chimpanzee ConservationCentre’. The Jane Goodall Cocktail Party at the SantosConservation Centre and the Zoos SA Youth Summitfeatured strongly in print and online.Warrawong Wildlife Sanctuary presented several publicityopportunities, including segments in Network Ten’s TotallyWild and on All About Animals on Channel 44. Warrawongalso featured in travel media as an attractive eco-tourismdestination.Thank you to our media partners; Channel Seven for theirsupport at Adelaide Zoo and Channel Nine for their supportat Monarto Zoo. Thank you also to Network Ten, TheAdvertiser, Sunday Mail, FIVEaa, ABC Radio and MixFMfor their ongoing support.Our ability to monitor our media has developed significantlywith the use of the Media Monitors Mediaportal – an onlinemedia data collection and analysis system. Since using theMediaportal we have been able to monitor print media forthe first time. The monthly Media Report now includescomprehensive data from all mediums represented in graphsand charts.Thanks to all staff and volunteers who have contributedto media opportunities and have been a source of ideasand inspiration for these stories. Public Relations drivesvisitation to our properties and plays a key role in helping thepublic understand our efforts in conservation, education andcommunity outreach programs.Media Partnerships – 1 of 1
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2010 - 2011 Annual Report - Zoos South Australia

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