Ningaloo – Shark Bay - Tourism Australia

Ningaloo – Shark BayA guide book to making the mostof your Landscape PositioningAUSTRALIA’S NATIONAL LANDSCAPES PROGRAM

(claypans) and lagoons such as Big Lagoon.n) Please provide a map of the proposed National Landscape experience bThe proposed boundaries for the National Landscape area would run alongboundaries of Shire of Shark Bay, the Shire of Carnarvon and the Shire of Exm5 Ningaloo - Shark bay

It’s no surprise that Ningaloo – Shark Bayhas been chosen as one of Australia’sNational LandscapesHow will this benefit tourism in Ningaloo - Shark Bay?Let’s rephrase that question: Why should you align your business withNingaloo - Shark Bay 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 offering with your National Landscapes globalpoint-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 Ningaloo – Shark Bayexperiences 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.Ningaloo - Shark Bay 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 Ningaloo - Shark bay

Each National Landscape offers auniquely engaging experience ofnature and cultureFind the uniqueness – yourLandscape PositioningThe first step involved locals distilling whatNingaloo - Shark Bay has that isn’t foundanywhere else in the world.Landscape Positioning workshops were heldthroughout the Landscape.The goal was to discover and documentthe core positioning that distinguishesNingaloo - Shark Bay from otherLandscapes throughout 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 decadesto come. It permeates all experiences,creative approaches, communicationand marketing.It’s what differentiates you. It’s yourcompetitive advantage.The unique voice of Ningaloo – Shark Bay’sPositioning underpins the words and imageswe use to sell our Landscape to the world.The more consistently we all use those wordsand images, the stronger our message.Ningaloo - Shark bay 10

The Landscape Positioning forNingaloo – Shark BayUninhibitedfreedom.EssenceRaw, remote, free, abundant,accessible and innocent.ValuesWild, contrasting, innocent, raw,passionate, caring, down to earth andfriendly. Very engaging and earthed. No pretences.PersonalityClimatic conditions evolved over thousands of years have createda visual splendour of extraordinary contrasts between ocean andland, earth and sky. The remoteness has protected the landscape,offering a spectacular array of marine life and other land based NationalParks that cannot be viewed in the same way anywhere else in the world.Visitor benefits1,500 kilometres of coastline along the most westerly point of Australia offering extraordinarymigratory seasonality linked with climatic conditions unique to the area. Some of the clearestskies in the world to view Stromatolites, Mt Augustus, and multitudes of National Parks offeringbiodiversity in mega fauna, species and phenomenal marine life. There are whale sharks, manta rays andturtles nesting along Ningaloo Coast. There are sea grass beds within a coral fringing reef, home to dugongs.The contrasts, isolation and interaction make this landscape a truly unique World Heritage area.AttributesThis western most point of Australia is a meeting point teeming with life andmovement. An uninhibited landscape connected with its surrounds throughunparalleled access to land and sea activity. All around, it is awonderfullyspontaneous and naturally serene environment.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 projectingthe positioning, the quicker your target audience willunderstand what it is that makes your Landscape unique.‘Uninhibited’ means you are free to share your own love ofNingaloo – Shark BayThink about the first time you came here. Think aboutwhat you love about this place, why you chose to be here.What makes Ningaloo – Shark Bay so special to YOU? Yourpassion is contagious. Tell visitors your stories. Share yourexperiences. Because that’s what they’re seeking.The essence of Ningaloo – Shark Bay is UNINHIBITED FREEDOM11 Ningaloo - Shark Bay

Section 3Building your business onNingaloo – Shark Bay’sLandscape Positioning13 Ningaloo - Shark bay

Building your business on theNingaloo – Shark Bay Landscape PositioningYour competitive advantage comesfrom turning this Landscape’scompetitive advantage into theEXPERIENCE you provide your visitors.Whether your business engages directly with visitors oroperates behind the scenes, your most valuable marketingtool is the experience you give your visitors. If theirexperience rates an 8/10 or more, you can expect word-ofmouthto help sell your product or National Landscape.So what is an ‘experience’? An experience is what yourvisitor gains from the combination of activities, settings andpersonal interactions they participate in when they visityour region. Think unique, unexpected and exotic; thingsthat your guests can’t do anywhere else in the world – thekinds of things that mean they’ll post a photo on Facebookstraight away and still talk about them at dinner partiestwenty years later.This overview includes ideas and thought starters whichcan help you build a real competitive advantage. Whenrefreshing your product or developing new experiences,consider how you could reflect the essence of uninhibitedfreedom in everything you do.Ten years of economic research has shown that trueexperiential tourism is not only a real point-of-differencein a crowded market place, it’s also a product for whichExperience Seeker tourists are prepared to pay a premium.As an added bonus, experiences can be a much lower-costinvestment because they don’t necessarily involve capitalinfrastructure changes or upgrades.THE EXPERIENCE SPECTRUM AND YOUR BOTTOM LINEAs a business or organisation in Ningaloo - Shark Bay you’reproviding goods and services to visitors at different pointson the Experience Spectrum. The higher your offerings areon the spectrum, the better your competitive positioningand the greater your returns.As you can see, the further along the spectrum the productis, the more special it is for your visitor, the more they willvalue it and the more they will be prepared to pay for it.Think about ways this spectrum can apply to your businessor service. The bare bones of the theory are:The commodity is the basic product which is available toeveryone. The goods are the tangible products we can sellbased on the commodity. The goods and commodities enableyou to add services. Goods and commodities provideopportunities to create an experience.To learn more about creating a more competitive offerclick hereExperience SpectrumCOMMODITY PRODUCT SERVICE EXPERIENCEThe following diagramshow the processfor moving fromoffering just individualcommodities, productsand services to offeringcompelling experiencesfood and winethat a restaurantsellsItems in therestaurant, such asthe menu, wine list,tables and chairsServices beingprovided to thecustomer witha smileA restaurant in a unique location,with history, serving local produceand wine - with the option of meetingthe chef or doing a cooking classUNDIFFERENTIATED LOW YIELDDIFFERENTIATED HIGH YIELDNingaloo - Shark Bay 14

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 Ningaloo - Shark Bay

THE POWER OF EXPERIENCESTony’s Sunrise Motel sells accommodation. The staff are politeand efficient, the place is immaculate and there’s a TV in everyroom. They even have an outdoor restaurant that sells fish,chicken and beef dinners. It’s a nice place to stay.Just like most other hotels in the world.There’s no way you would write a letter home, post onFacebook or brag about staying there, because Tony is selling“a nice place to stay”; a commonly available thing that is alsoavailable in London, Paris and Rome.But what if Tony offered more? What if he used hisnice place to stay to help sell experiences that people couldn’tget anywhere else?For example on Friday nights, Tony invites a local Aboriginalelder to share stories around the campfire. His guests have theoption of having dinner first and can order drinks at the bar.By the end of the night, Tony’s guests have probably boughta couple of drinks and eaten a meal BUT they’ve also learntabout local culture, enjoyed a connection with the Aboriginalpeople, posted a photo of themselves on Facebook withan Aboriginal elder and come away with the story of anexperience they can’t get anywhere else in the world.So, Tony has sold more because of the experience he’soffered his guests.Plus, when his guests’ friends decide they’d like this experiencetoo, because Tony’s is the only place offering it, the first partof the Australian trip that they’ll book is two nights in Tony’sSunrise Motel.That’s the power of experiences.What’s the experience you could offer that yourguests can’t get anywhere else?Ningaloo - Shark Bay 16

Here are some ideas for specificservice providersAccommodation suppliersIn this Landscape accommodation can be anything fromcamping in the rugged environment to a sumptuous six starexperience. Communicating enrichment might be as simpleas the open and welcoming way your staff engage with yourcustomers around your property.You could help your visitors understand this spectaculardesert ecosystem by hosting information evenings orpresentations by a local ranger, conservation organisationor traditional owner. Another way to help them feel a senseof enrichment and challenge is to highlight the amazingamount of work and research being undertaken by acrossthe region.While you’re probably already doing this, you might like topair up with tour operators or conservation organisations topackage experiences. Think spiritual, adventurous and open.You’d be surprised at just how many Experience Seekers areprepared to pay for tailor made tours that enable them toget involved 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 experiencethe Landscapes spiritual discovery, adventure and openness?What about the layout, look and feel of your centre?How much do you know about the rare plants and animalsthat have adapted for survival in this arid environment?Armed with factual information, you might like to tell themabout the spectacular geology - monoliths, mountains, sanddunes and desert plains or the climate that has given rise toa surprising range of ecosystems, plants and animals.How detailed, accurate or intellectual is the informationprovided? How easily can the visitor learn throughparticipation? Highlight events where they can get a realsense the spiritual heartland of Australia; its history and itsculture, or activities that they can get involved in such asspecies monitoring or community clean up days. You couldalso display brochures or posters from the conservationorganisations that are working in your area.Tour operatorsFor Experience Seekers it is vital the experience is warm andwelcoming, providing a sense of what this arid environmentis like to live in. The concept of enrichment can help youcreate and deliver amazing experiences. You could planthe itinerary around the concept spiritual or discovery bycreating product options that might include an opportunityto meet a ranger, a scientist or traditional Aboriginal owner,or teaching them to gather bush tucker, or helping themspot a rare animal in its natural environment.Timing and interpretation is important in naturalenvironments: allow time to listen for birds in the earlymorning, or to learn how Aboriginal Australians lived in asustainable way for tens of thousands of years, survivingon the resources of the land while caring for their countryand maintaining a balance with nature. Explain what theymight feel or sense when they are swimming, hiking, anddiscovering native animals. Think about how you learnthrough participating while visiting untouched waterholes,spiritual sites and adventurous wilderness.Eco Certification is a great mechanism to help you deliverhigh-quality and innovative tourism experiences with its17 Ningaloo - Shark Bay

practical guide to ecologically sustainable practices andcultural responsibility. Eco Certification also helps visitorschoose genuine and authentic tourism experiences,providing an opportunity to learn about the environmentwith an operator who is committed to achievingbest practice, contributing to the conservation of theenvironment and helping local communities.Make it easy, make it free ofcomplication. That’s freedom.That’s the Ningaloo-Shark BayLandscape.Retail, food and beverageWhile food and local produce will not be the prime reasonsExperience Seekers visit your Landscape, it is an integral partof ‘word-of-mouth worthiness’. Be as creative as you canwith your menu; create tastes exclusive to your Landscapewith seasonal dishes and lots of local produce.Consider stocking, or become a retail outlet for locally madeproducts, wines and crafts. Another idea is to display somelocal photography or imagery on your walls to share withthe visitor. You could also make arrangements to displaylocal artists’ work for sale.Point visitors to local suppliers; whether a business downthe road or in the next town. If you know the owner of thebusiness, tell your visitor to “mention my name and they’lllook after you”. This is also a great way to build businessnetworks across the Landscape. Why not see how manyvisitors you can each refer to the other? The ExperienceSeeker is looking for local produce and local knowledge.Share your stories of local enriching experiences that youenjoy – whether it is a spectacular spot for sunset views,a quiet place to walk or a great cultural exhibition orperformance. Visitors are looking for these real experiences.Local councils and government agenciesThink about all the ways these agencies communicate withlocals and visitors, both directly and indirectly. Considersignage, community services and public infrastructure. Allcan portray the concept of enrichment.Why not use the positioning to set the theme forcommunity development initiatives or school competitions.A creative writing competition could be themed ‘The mostadventurous thing about...’. Local art competition prizescould be awarded to the artwork or photograph that bestreflects the essence of enrichment.To build community understanding of the region’s uniquepositioning, you can also reflect the messages in yourcommunications – such as local newsletters, media releasesor other regular communication materials.Planning and infrastructure developmentThe Landscape Positioning concepts of enrichment canalso be applied when planning infrastructure. In assessingdevelopment applications, designing visitor infrastructure,or even considering the placement of signage, ask yourselfquestions like:> > How does this development complement the Landscapevalues – spiritual, adventurous, open or creative?> > Does this infrastructure provide the visitor with openviews of the untouched environment?> > How does the development encourage the visitor toenrich themselves in the environment or experience theuntouched landscape?> > How do the colours and materials used complement thespiritual environment?Ningaloo - Shark Bay 18

Highlighting your uniquenessto visitorsEventsConsider theming events around the concept of enrichment.When supporting local community events you might liketo include criteria that ask the participants or organisers todescribe how they will reflect the Landscape Positioning.Events that feature your natural environment will helpposition the Landscape in the visitor’s mind.Whatever you consider, try to relate it back to something anExperience Seeker would love to be able to share with friends.Think of the ‘brag-ability’ factor. Remember, they can post onFacebook within minutes to share the story of your Landscape.Environment and cultural interpretationThere are exceptional stories to be told and experiences thatcan be built around different places to become enriched.Where the sun sets on Uluru as the desert readies forevening is one of the world’s most spiritual spots and aperfect place to be enriched.Enrichment could become a theme in interpretive materialor signage. “Larapinta Trail: one of life’s most valuableexperiences” or “Uluru: welcome to our rich cultural history”.Perhaps the integrity of walking around the base of Uluruwith an Aboriginal guide, or the experience of dependablewhen visiting the HQ of the Royal Flying Doctor Service.Enrichment means improving the quality of something byadding something special. You might like to link up with faunaand flora monitoring programs or explore ways to encourageExperience Seeker visitors to get involved. These activitiesallow visitors to immerse themselves in the environment,discovering new and exciting things to blog about.Aboriginal culture, and Aboriginal peoples’ relationship tothe natural environment, is of significant interest to visitors,especially those from overseas. Work with the traditionalowners to develop materials for cultural interpretation,and seek permission to ensure you share information in anappropriate and respectful manner.There are distinct advantages in employing or contractinglocal Aboriginal guides to deliver cultural interpretationfirst hand. Speak to your Regional Tourism Organisation tofind contact details for Aboriginal tour guides or aspiringAboriginal tour guides you can link in with.Personal touches for allLandscape stories can live at every touch point. Consideryour phone message - you could even create a story aboutthe enriching environment to engage with the customerwhile they are on hold.To help build understanding, you might like to incorporateinformation on the positioning in employee information,orientation and customer service training programs.Encourage your employees to consider how the concept ofenrichment fits with their experience of the Landscape orlifestyle and how they might be able to incorporate it intotheir customer service.To assist your own product and experience development,take a moment to assess your current situation using thefollowing product development worksheetClick here to download the Product Development Worksheet19 Ningaloo - Shark Bay

Section 4Maximising yourcommunications withNingaloo – Shark Bay’sLandscape Position

The Language of Ningaloo – Shark Bay‘Uninhibited freedom’: the essence of the Ningaloo – Shark Bay Landscape‘Uninhibited freedom’ is the feeling the traveller will getfrom the Ningaloo – Shark Bay Landscape. This emotionalterritory connects the consumer at a subconscious level tothe emotional space of Ningaloo – Shark Bay.This essence should drive all creative thinking forcommunication, advertising and public relations activity. Itshould relay the message of how a Ningaloo – Shark Bayexperience creates a feeling of ‘uninhibited freedom’ for theExperience Seeker.‘Uninhibited freedom’ is the essence of the intangiblemessages that come through in your Landscape. ThePositioning workshops conducted with key opinion leadersin your area, found your Landscape to have:> > Stunning contrasts, vivid colours andchanging contours> > Experiences enabling the visitor to connect with wildlife,family and locals> > Where the desert meets the sea: vast rivers, rocks and reef> > Unique splendid isolation and unspoilt beauty in aremote landscape> > A pristine environment of untouched coastline> > The opportunity to immerse and interact with nature in avery intimate environment> > Cool nights, warm days, clear skies, with the outback bythe sea and reef> > An accessible interactive marine wonderland(scape)> > All manner of wildlife and people> > Untapped, raw landscapes offering an abundantarray of life> > Connected with nature in a pure and innocent wayTo assist with your own communication planning, takea moment to assess your current situation using thecommunication worksheetClick here to download communications worksheet21 Ningaloo - Shark Bay

Communication toolsHow you can convey the Ningaloo – Shark Bay voice.Editorial StyleThe best approach to editorial style is based on an awarenessof what motivates the Experience Seeker – our key target.Be descriptive and honest, clear and informative. Referthe reader to websites where applicable, rather thanwriting too much. Always leave the reader wanting a littlemore. Remember to consider your landscapes LandscapePositioning when you are constructing copy for your editorial.How does this look when you consider itrepresented as a word matrix?Key WordsThis is an important aspect of your communications.Words should be tied back to the essence of yourLandscape. Words such as:WildernessAncientUnexpectedRawAccessibleRemoteInnocentUnspoiltWildContrastingDiverseColourfulPristineAbundantUntouchedFriendly> > It’s a laid back environment with a switchedon understanding.> > Intimate and inspirational insight into nature.> > Where the outback meets the coast.> > A living natural aquarium with no boundaries.> > It’s an untouched, pristine environment withunspoilt beauty.> > A personal moment in time, with incomparable experiences.> > Unspoilt wilderness, majestic coast and people to meet.> > A region connecting locals with extraordinary marine life.> > Stunning contrasts, vivid colors, changing contours.> > Cool nights, warm days, clear skies.Ningaloo - Shark Bay 22

Speaking in one voiceWhen presenting your Landscape, it is important you speak as bestyou can with one voice. Embracing the essence of ‘uninhibitedfreedom’ 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 ‘uninhibited freedom’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 TakesUninhibited == Unconstrained: unrestrained, natural, comfortable= Candid: straightforward, straight talking, forthright, upfront,honest, frank= Open: relaxed, sincere and unaffected, approachable, receptive,amicable= Natural: innate, unaffected, genuine and sincere= Spontaneous: impulsive, unprompted, spur of the moment,natural, unstructured, unplanned= Outgoing: sociable, friendly, gregarious, extrovertSecondary 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 Ningaloo - Shark Bay

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 shown here are from the palette of theAustralian outback and the contrast of the beaches andthe reef. These colours represent the earth, but also of theunique and varied experiences one can expect on a journeythrough your Landscape.Consistent use of photographyIn order to keep us ‘all on the same page’ with our ‘one voice’,we have included examples of photography that representthe look, tone and feel of Ningaloo – Shark Bay. It’s part ofthe visual language of Ningaloo – Shark Bay and it needs tobe just as consistent as the spoken and written voice. Thiswill give the Experience Seeker a clear message about whatmakes Ningaloo – Shark Bay unique in the world.Remember, it’s always ideal to have people in the majorityof your photographs to bring the experience 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/imagesNingaloo - Shark Bay 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 yourLandscapes 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, aclear ‘picture’ of what makes your landscape such aunique place.That’s why it’s important for all stakeholders to useconsistent visual, spoken and written language of thelandscape, across all touch points.In 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 22)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 amore personal tone or honest reflections.> > Incorporate sections on your site that can be updatedeasily and frequently - a ‘blog’, Twitter or Facebook–stylestatus updates to communicate honestly and frequently> > Photos of your staff or family enjoying the landscape willdemonstrate that visitors will have the chance to ‘do asthe locals do’> > If you haven’t already, consider establishing a social mediapresence as a means of staying in touch with your visitorsin ‘realtime’ – upload this morning’s sunrise pics, wildlifesightings, weather conditions, information on communityactivities and events. With positioning values such as‘friendly, raw, accessible, outgoing, unconstrained, open’the world of social media offers ideal opportunities toconnect with your past or potential 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-kit25 Ningaloo - Shark Bay

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.Ningaloo - Shark Bay 26

Section 5More Information

We 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.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. Identify what is attractive about yourarea or location8. 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