Tourism Talk

Issue 299 – Tuesday 24 August 2010

In this edition:

Secrets Marketing Campaign – the full picture

From Felicia Mariani, CEO, Tourism Tasmania

Dear Industry Colleagues,

As you know, roughly two weeks ago we delivered to you our Prospectus for the upcoming Spring/Summer season. As a follow-on to the communication, I wanted to give you a brief update on how the program is progressing.

The team here has continued to negotiate hard with our national partners to ensure that we maximise the potential exposure for Tasmania as we lead into our peak period. The results of these efforts have provided us with extensive promotion over this critical period and I wanted to bring you up to speed on how it has developed.

First and foremost, I am pleased to say that, to date, we have had a great response to the campaign opportunities from operators and partners and, as of today, all of the ‘intrastate’ print opportunities have been taken up by our local operators. I want to extend a big thank you to all of you have committed to participate in the intrastate component of this campaign.

For this season, we are using a broad mix of communication streams to ensure that we achieve the greatest reach possible to our key consumers – both here in Tasmania and across Australia. Just to outline the detail for you, we have:

  • Worked to maximise the promotional opportunities presented by partnerships and cooperation with our local tourism operators and national partners and distributors;
  • We are using four key channels to connect with our customers --

1. Traditional print advertising through a 16-page colour booklet distributed to over 1 million residents in our key source markets of VIC, NSW and SE QLD through leading weekend newspapers, with local distribution via the three major Tasmanian papers;

2. Strategically timed campaigns will appear over the spring months with our key wholesale and retail distribution partners, including the likes of –

  • Qantas Holidays via 400 Travelscene American Express stores nationally
  • Flight Centre via 620 retail stores featuring point of sale, window banners, online and customer Electronic Direct Mail (EDM)
  • Jetstar through a Tasmanian themed EDM to 1.5 million Jetmail subscribers and dedicated campaign web pages
  • Total Travel through a Tasmanian themed EDM to 450,000 consumers in their subscriber base and dedicated campaign web pages
  • Promotions linked to our campaign are still be negotiated with Harvey World Travel and other distribution partners

3. Cross-promotional digital activities with a variety of our ‘non-traditional’ brand partners including the Hawthorn Football Club, Fairfax aligned sites, Wine Industry Tasmania, TSO and others

4. High-value exposure through Public Relations activities that include, for example, the Today Show and Postcards, as well as a range of targeted editorial stories generated from our highly effective Visiting Journalist Program.

So....what does all this mean in terms of the value we are committing to the lead-in to our peak period?

Well, the breakdown, at this stage, looks something like this –

  • While Tourism Tasmania has currently allocated $700,000 for the Secrets campaign
  • The total value of the campaign, including what we are achieving with the cooperative contributions from all our industry partners – is currently $3.5 million.

This represents great value from the combined resources of many partners who have chosen to come on board and support our marketing efforts over the season. This figure, which is derived from the extended marketing reach of working with all our partners, will grow as we continue to secure more partners over the coming weeks. These new partners will particularly include more national wholesale and retail distribution partners, other aligned PR partners and, of course, more online partners. 

In addition to this, PR generated stories will be appearing in key magazine titles like MasterChef Magazine, Australian Gourmet Traveller and GQ Magazine over the Sept – December period. This year, in addition to the great profile provided by these stories in national magazines, Tourism Tasmania will include co-operative advertising with our industry partners around the editorial in these publications, as was outlined in the prospectus. This provides a far more effective environment for placing advertising as it sits within a Tasmanian feature, and it makes the editorial work harder with advertising to drive conversation opportunities.

As you can see, this is a work in progress and I will continue to update you as we align more partners with our efforts – but this gives you some idea of the extension we have achieved so far for the Spring/Summer period.

If you would like to know more detail contact Tory Ross on 62308175 or email secrets@tourism.tas.gov.au with your questions.

Tourism Tasmania Survey

Consistent with our new Strategic Plan 2010-2013, Tourism Tasmania is conducting a survey of Tasmanian operators to make sure we are communicating effectively with Tasmania's tourism industry.

More than 250 operators and industry partners will soon be contacted by telephone and asked their opinions on the way we communicate with them – too much, too little or just right? Marketing and business research company Instinct and Reason, a company with extensive experience in market research, have been commissioned by Tourism Tasmania to run the survey to ensure it is undertaken in a professional and unbiased way.

The survey has been in the planning phase for some time and, as part of that planning, has already involved in-depth discussions with eight operators who generously gave their time to help us identify our strengths and weaknesses from their perspective. Their opinions have formed the basis of the survey and have helped ensure the survey addresses the real needs of Tasmanian tourism operators.

Tourism Tasmania would like to thank in advance all of you who may be asked to contribute to the survey over the coming weeks.

Tourism Tasmania Digital Coach Program Round 2

Round 2 of Tourism Tasmania's Digital Coach Program will begin in early September. The free program is for operators with limited or no web presence who want to increase their skills so that they can conduct business online. The program's coaches make getting online easy by sharing advice on the Tas e-connect online forum, phone assistance, small group and one on one support. 

For more information see Digital Coach Program on Tourism Tasmania's corporate website or call the Tas e-Connect help desk on 1300 303 259, email taseconnect@tourismtasmania.com.au

How you can Benefit from the National Broadband Network

Tasmanian tourism businesses can find out how they can benefit from the National Broadband Network (NBN) in a free forum. The Tourism Industry Council Tasmania together with the Tasmanian Chamber of Commerce and Industry, Tasmanian Farmers and Graziers Association, and the Tasmanian Small Business Council have formed an alliance, NBN4 Business, to promote the benefits of the NBN.

NBN4 Business is holding a series of free forums to educate and promote awareness of the NBN to business owners. The forums offer the Tasmanian business community an opportunity to learn how they can use the NBN within their business. The first step is to register to one of the many forums held around the State during August and September.

The forums will deliver comprehensive NBN information and explain how the NBN is different from the internet and outline the new trends, tools and technology. Participants will receive practical information and reference material and hear case studies from businesses already using the broadband to their advantage.

To register to attend one of the NBN4Business sessions see www.nbn4business.net.au or call TCCI Events on 6236 3600.

Adventure Tasmania Calls for Committee Members

A unique opportunity exists to be part of an association dedicated to the promotion of adventure experiences in Tasmania. Adventure Tasmania is an informal, not-for-profit group of businesses with an interest in promoting adventure activities in Tasmania. The association undertakes a liaison and reference group role for co-operative marketing and promotion opportunities.

Adventure Tasmania has previously organised the production of an A4 brochure – Tasmania, Adventure Island – advertising the range of adventure operators throughout Tasmania. The brochure was distributed interstate through Adventure expos and within Tasmania through a range of outlets and businesses.

Adventure Tasmania is now looking for new volunteers and enthusiasm to reinvigorate the association. Are you keen to be involved in the committee? If you're interested in the position or simply want to find out more then please contact Alison Stubbs at alison@freycinetadventures.com.au by Monday 30th August.

Interpretation Australia Symposium in Launceston

Interpretation Australia is holding its 18th National Symposium, Peeling back the layers, in Launceston from 10 – 12 November 2010 with the opening on the evening of 9 November. This conference is for anyone interested in learning more about interpretation and the difference it can make to their business.

Heritage interpretation is a means of communicating ideas and feelings that help people understand more about themselves and their environment. There are many different ways of communicating these ideas, including guided walks, talks, drama, displays, signs, brochures and electronic media. Peeling back the layers will get ‘right to the core of what matters’ in natural and cultural heritage interpretation — to delve into a range of topics that promise to reveal exciting and fresh new insights for professionals and new comers alike.

Early Bird registration closes on 31 August so get in early. For more information, including program details and registration, see the Interpretation Australia website.

Australian Tourism Directions Conference

This year's Australian Tourism Directions Conference will be held on 16 November at Parliament House in Canberra. Speakers are currently being finalised. More information coming soon.

TigerTOUR Updates

The following new products have been added to the Tourism Tasmania TigerTOUR database.

Accommodation:

Tourism Tasmania’s Product Consultants can help you update your business details. For more information email TigerTOUR@tourism.tas.gov.au or phone: (03) 6230 8229.

Coming Events

The Choir of Trinity College Cambridge
Showcases one of the leading mixed-voice choirs in the UK
Tue, 24 Aug - Wed, 25 Aug 2010
Hobart

See all events