Maria Island Ecotourism Development Feasibility ... - TRC Tourism

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Be drawn into sheltered coves, river estuaries and explore the mystery ofMaria Island and create your own adventure.6.2.5 RecommendationBuild directly on the new Tourism Tasmania Brand ‘Get behind the scenery’ and the new EastCoast Tourism brand to create more competitive experiences that deliver on the brand.Once the East Coast brand is prepared, a Story frame such as the one presented in the Figure7 below (Destination Marketing Store 2013) should be used to create the experiences andthe content for use across all channels to market (integrated marketing plan). This means aconsistent story with which the audience can engage and be inspired to visit Maria Island.This will drive sustainable growth and yield.6.2.6 Action Plan1. Prepare integrated marketing plan in conjunction with East Coast Tourism, transportand other commercial operators that includes:marketing strategies for developing and attracting target marketsbudgeted rolling 12 month operational plans detailing marketing activities andopportunities for the next five yearsopportunities for marketing partnerships; anda public relations/media plan aligned to marketing initiatives, productdevelopment and responses to market fluctuations or incidents.The plan should provide for:An effective and comprehensive experience driven website including on linebooking systems for experiences and accommodation and social mediaoptions;One comprehensive but simple Island guidePublic relations and familiarisations (industry and special groups)Cooperative promotions on Island and linked to Tourism TasmaniaIncreasing the island’s profile in Melbourne and Tasmanian forums withsecondary effort to other Eastern seaboard citiesExtending and renewing distribution channels including relationships andPackaging of product; andStrategic targeted marketing to specific market groups.1. Create an awareness of Maria Island as an adventure and nature destination throughtargeted approaches to recreational groups (eg sea kayakers, rock climbers) byexposing them to the opportunities and encouraging them to promote throughappropriate channels2. Host Australian adventure media – eg kayaking, diving, mountain biking, potentiallythrough links with user groups as markets with considerable potential to grow3. Conduct a familiarisation tour/s for schools and industry personnel aimed at creatingstrong relationships.Maria Island Ecotourism Development Feasibility Study 47
Investment required - Cost of integrated marketing plan and promotion includingwebsite upgrade. $50,000Know the story…Articulate the brand positioning for East CoastPersonality – the tone and manner for East CoastValues – what are the values of East Coast ?Attributes –what products/experiences can be developed for Maria Island thatdeliver on this?Create the story…Content – to be created across all communicationProducts – that deliver on the East Coast brandVisitors – can immerse in the brand story and add their own storySell the story…Owned – how the story (content) is used in all Maria Island promotionalchannelsBought – how the story is used in paid mediaEarned – how the story engages and inspires in unpaid mediaFigure 7: Maria Island Story FrameMaria Island Ecotourism Development Feasibility Study 48
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MitteilungsblattdesVfB Hermsdorf e.
Page 5 and 6: It is estimated that an additional
Page 7 and 8: Appendix 1: Summary of Market Resea
Page 9 and 10: Further market testing was undertak
Page 11 and 12: 2 Maria Island - What’s the Situa
Page 13 and 14: 2.2 The Existing Visitor Experience
Page 15 and 16: 2.4 Branding, Marketing and Promoti
Page 17 and 18: Operator Web Site Activity - Touris
Page 19 and 20: Marine Protected Areas (reserves) h
Page 21 and 22: north-east, is characterised by a h
Page 23: 3 Who Wants a Maria Island Experien
Page 26 and 27: For those who had not visited - the
Page 28 and 29: Hobart) and increase overall length
Page 30 and 31: Visitors 45+ represent Tasmania’s
Page 32 and 33: Australian Experiences can tap into
Page 34 and 35: TargetMarketVisitorMarketIntrastate
Page 36 and 37: Figure 4 illustrates the important
Page 38 and 39: Core ElementStrength of Current Mar
Page 40 and 41: Core ElementStrength of Current Mar
Page 42 and 43: Table 6 summarises the relative app
Page 44 and 45: 6 Priority Actions - Rationale6.1 P
Page 46 and 47: Number of Visitors per financial ye
Page 48 and 49: Summer Timetable October - AprilDep
Page 50 and 51: The risks associated with the prefe
Page 52 and 53: 6.2 Priority 2 - Brand Alignment an
Page 56 and 57: 6.3 Priority 3 - Product Developmen
Page 58 and 59: Half day and full day sea kayaking
Page 60 and 61: EventsBrand related events will be
Page 62 and 63: 8. Partner with GSB Council for imp
Page 64 and 65: 6.4 Priority 4 - Infrastructure (Wa
Page 66 and 67: The Coastal Road is the main north
Page 68 and 69: 6.5.3.1 Maximising Revenue Potentia
Page 70 and 71: An initial assessment of possible p
Page 72 and 73: An initial assessment of possible p
Page 74 and 75: Capital Cost Estimate - $300,0005 x
Page 76 and 77: 7 An Assessment of the Socio Econom
Page 78 and 79: Additional Expenditure Summary, 201
Page 80 and 81: 8 ConclusionIf Government chooses t
Page 82 and 83: ActionTransport andAccessProductDev
Page 84 and 85: ActionAccommodationEstablish a “W
Page 86 and 87: ReferencesAustralian Convict Sites
Page 88 and 89: Appendix 1:Summary of Market Resear
Page 90 and 91: People who had recently visited Mar
Page 92 and 93: o Easy cycling good particularly if
Page 94 and 95: 31. Local food32. Whaling story33.
Page 96 and 97: Barriers / Considerations Wildlife
Page 98 and 99: Appendix 4:Business NameList of Sta
Page 100 and 101: Appendix 6: Relevant Plan of Manage
Page 102 and 103: Section inManagement Plan23.3 Visit
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Section inManagement Plan23.6 Visit
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OpportunitiesThreats / Challenges F
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Financial Viability of Proposed New
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Maria Island Ecotourism Development
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Maria Island Ecotourism Development Feasibility ... - TRC Tourism

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