annual report 2009-10 - Tourism NT

18
Tourism Performance
NT
Destination Promotion
We invested $8.9 million on marketing campaigns and
promotions featuring one or more of the Northern
Territory’s six priority destinations, including Darwin’s
Tropical Summer, Kakadu and Arnhem Land, Katherine
and the Barkly region and Alice Springs/ Uluru jointly.
In addition, $270 000 was invested in active participation
in trade and consumer shows including NT Muster and
$80 000 in a Northern Territory fishing campaign
including online media and an interactive fishing game.
We offer cooperative advertising assistance to Northern
Territory based operators with $170 000 spent this year;
leveraging $400 000 of operator funds in advertising
Northern Territory products.
Digital Marketing
Key activities this year included enhancements to our
corporate websites, updated content for our consumer
site and investment in raising the visibility of our
consumer site across key portals. This has been matched
by increased investment in online advertising and search
engine optimisation.
We have moved into the social media space by launching
a dedicated Northern Territory Facebook site showcasing
user generated content, campaign deals and information.
We have also developed and loaded various Northern
Territory online videos through digital channels including
on YouTube.com and Yahoo7.com.au.
A key strategic issue for us continues to be the rapid
change in the tourism distribution network, resulting
from advances in technology and the increased availability
of the internet to consumers worldwide. This is causing
convergence of traditional tourism distribution players
and an increased relevance of online travel agents and
real time booking.
tourism nt
Yahoo7 Partnership
Launched in August 2009, in partnership with
Channel 7 and Yahoo7, this campaign integrated
print and broadcast mediums with online and social
networking platforms.
Television commercials played on Channel 7
which ‘teased’ national audiences about Darwin’s
cosmopolitan outdoor lifestyle, local characters
and attractions.
Local industry partners were invited to purchase
varying amounts of space within the Yahoo7.com
website, resulting in more than 50 experiences
being showcased through the eight week campaign,
helping to convey the life and energy that makes
Darwin such a great place to visit.
A key feature was a strong call to action linking
consumers back to travelnt.com, our consumer
website, which features a range of ‘HOT DEALS’
sourced from local Northern Territory operators.
Results were very strong with Jetstar selling almost
5 000 fares, over twice the amount they had
targeted. Other partners also reported significant
increases in sales as a result of the campaign.