Univative

2016 UTS Univative Report ANMM
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Univative 2016
Australian National Maritime Museum
Strategies to attract International Visitors aged 18-25,
primarily Chinese tertiary students living in Sydney.
By
Erna Djuwita, Evie Petratos, Sameer Joshi, Jacky Liang & Anthony Cheng

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Contents
Introduction: ............................................................................................................................... 3
Key Trends in Chinese Tourism ................................................................................................ 4
Potential Reach for Chinese Tertiary Students ......................................................................... 7
Events, Programs and Festivals.............................................................................................. 13
Vivid Sydney......................................................................................................................... 13
Merlin Annual Pass................................................................................................................. 15
Additional / New Content and Digital Media............................................................................ 17
Pokemon Go ........................................................................................................................ 17
Online Distribution................................................................................................................ 20
Daily Light and Water show ................................................................................................. 21
Marketing Channels.................................................................................................................... 23
Supported language (Chinese) of ANMM Website ............................................................. 23
Wechat & Weibo................................................................................................................... 23
Summary.................................................................................................................................. 27
References............................................................................................................................... 27

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Introduction:
The Australian National Maritime Museum (ANMM) is Australia’s national centre for maritime
collections, exhibitions, research and archaeology. As Sydney’s most visible national cultural
institution, it is committed to connecting audience’s right across Australia in both urban and
regional areas. The ANMM is in need of a few marketing channels and events that will reach
out to the intended target audience of Chinese tertiary students and will continue to do so for
at least the next 2 years. As one of the six federally operated museums in Australia, it aims
to inspire visitors about maritime heritage through cultural diplomacy, national remit and by
being “china-ready”.
This report will explore detailed ideas and recommendations to effectively attract visitors,
targeted towards Chinese tertiary students, however also with the potential to reach a larger
percentage of the population outside of this demographic, that are yet to have attended the
Museum. It aims to bring together new and innovative ways of connecting with the target
audience through new programs and exhibitions. The museum aims to share Australia’s
unique maritime history, fostering a greater understanding for all Australians and
international visitors.

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Key Trends in Chinese Tourism
China is an extensive and complex consumer travel market with geographic
and economic diversity. Greater China incorporates Hong Kong, Taiwan,
Mainland China and parts of Southeast Asia. Since the introduction of China’s
Tourism Law in 2013, it is been forecasted that it has potential to deliver
benefits to the Australian tourism industry resulting in improvements in quality
for Chinese travellers. ANMM would have to take advantage of this extensive
network for it to be able to benefit in the long run.
In 2015, China was Australia’s second largest inbound market for visitor
arrivals and the largest market for total expenditure and visitor nights. Visitors
from Mainland China continue to be the largest source market of international
visitors (17.2%), youth visitors (13.5%) and domestic overnight travel (17.4%).
NSW received 60.2% of visitors and 40.2% of nights by Mainland Chinese
travellers in Australia. Compared to March 2015, the share of visitors was
down by 0.1% point and the share of nights was up by 2.1% points. To take
advantage of Chinese visitors ranking as number 1 across all sectors, ANMM
should invest heavily towards its programs and events.
According to the Department of Education and Training, there was 243,200
international students enrolled in NSW educational institutions in 2015, up by
11.1% in 2014. NSW had the most international student enrollments in
Australia with 37.7% market share in 2015. Compared to 2011, the
international student enrollments in NSW grew by 17.3%. The number of
international student visitors increased by 18.6% as NSW recovered from a 5
year low in student visitors in 2014. Compared to 2011, this number has
grown by 15.8% and student nights in Sydney has grown 26.2%.

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In the last 5 years, China has been the largest source market of international
student visitors to NSW (from 23.1% share in 2011 to 28.2% in 2015). China
is also the largest contributor of international student nights in NSW, from
31.5% in 2011 to 34.5% in 2015. This growth will set to continue for at least 4
years due to the China’s 2020 Strategic Plan.
As discussed above, NSW has the largest share of the Australian
international education sector (39%), attracting more Chinese students than
any other Australian state. More than two thirds of the university students
surveyed in a study by Destination NSW, expected their friends and relatives
to visit them in NSW for graduation; over 90% intended to travel with their
families beyond Sydney.

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Conventional youth market activities such as adventure experiences and
drinking alcohol do not appeal to Chinese student market. Chinese students
are more interested in nature experiences and visiting famous attractions;
they avoid public transport for leisure trips in favour of travelling by car due to
ease of access. Most students prefer to use the internet during their stay in
Australia to find destination information however they also rely strongly on
word of mouth recommendations and opinions of family and friends when
choosing destinations.
According to the latest census, 4% of the total population in Sydney in 2011
were of a Chinese background. At this time, the majority were living in the
city’s south and west, including Hurstville (36%), Rhodes (29%), Burwood
(28%), and Allawah (24%). (ABS, 2011). This indicates that a majority of
promotional activity of the ANMM should be focused in these areas.
Two-thirds of Chinese visitors to NSW are on their first visit to Australia.
Because they have a limited knowledge of Australian destinations, Chinese
travellers are inclined to travel to famous landmarks and major destinations.
The majority of Chinese travellers visit Sydney attractions such as the
Harbour Bridge, Opera House and Darling Harbour. The most popular activity
for Chinese visitors is shopping with 84% shopping for pleasure during their
trip in Australia. Chinese travellers are influenced by Chinese cultural values
of reciprocity and friendship while gift-giving for family and friends is a key
driver.

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Potential Reach for Chinese Tertiary
Students
Between January and June this year, there exists 221,556 Chinese enrolments and
commencements in either higher education or VET in New South Wales alone. (ABS,
2016).
The number of Chinese tertiary students studying in New South Wales in increasing
consistently each year. For example, 2015 saw an increase of over 34,000 Chinese
students studying in higher education or VET courses within NSW, when compared
with the previous year. (ABS, 2016). The potential reach to Chinese tertiary students
as extremely significant, and continues to expand exponentially.
To gain a general idea of the potential reach of Chinese tertiary students, we
surveyed a sample of 100 students which we reached out through our social
networks.

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Of the 100 students surveyed, it was found that 59% were aged 20-21 which is the
potential reach of Chinese tertiary students that ANMM are looking for. Therefore
ANMM should try and market potential ideas and projects to this age group
specifically.

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The sample of 100 students surveyed showed that the majority of the students
surveyed are international Chinese students.
Of the students surveyed, it was found that a majority of students (34%) lived in the
areas surrounding Hurstville. However it was found that students who lived in the city
area equaled to the number of students living in areas other than the major Chinese
areas. It is important to note that the majority of responses in ‘Other’ were Northern
Suburbs which include Epping, Eastwood, Ryde and Meadowbank.

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76% of the students surveyed preferred sightseeing in their spare time. Based on an
average 3 year degree, many international students would only have their mid-
semester break and winter break to go sightseeing around Australia as their summer
break is spent back in their home country with relatives. ‘Browsing social media
profile’ was the top contender for activity done using spare time. As we live in a
modern age, many international students would connect with as much people as
possible in order to extend their network connections and also meet new people
while on exchange.

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It can be seen close to 90% of the students surveyed use WeChat. WeChat is the
major social platform used by Chinese international students as it is the monopoly
social application in China. As in most western countries, Facebook takes 75% of
students surveyed. This may be due to majority of international students’ friends are
domestic local students and find that Facebook is an easier alternative social
platform to connect.

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Of the sample size of 100 students surveyed, it was found that majority (62%) of
students surveyed have not heard about the Australian National Maritime Museum.
There may be many factors which may have influenced their knowledge of such a
museum in close proximity to the CBD.

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Events, Programs and Festivals
There are many events that can be utilised to emphasise and advertise what
the ANMM has to offer. The first event we would recommend is to add the
ANMM to the Chinese New Year Parade. Here the ANMM could pass out red
envelopes that symbolize good luck at the parade, designed with the ANMM
logo, and include vouchers to the museum.
Vivid Sydney
Outside of this, a popular festival in the Sydney each year is Vivid Sydney. In
2015, the Minister of Trade, Tourism and Major Events reported that more
than 1.7 million people attended the festival. This showed an increase of 19%
from the previous year. Why not use the success of the festival to our
advantage?
Of the students surveyed, 76% of students have attended VIVID Sydney and
an AFL match. VIVID Sydney is an annual event and it is marketed heavily

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across many social network platforms. Many international students have been
to at least one AFL match and this may be contributed due to it being a sport
that is only widely known in Australia.
Whilst the ANMM offers a cruise during this time, it would be beneficial to
offer concession pricing for international students. This, combined with the
idea to advertise across public transportation regions will help shine light of
the cruise opportunity and will be noticed by the target demographic.
Advertising of concession pricing should also be centralised around
universities and colleges within the Sydney City area.
Clearly Sydney is full of attractions that Chinese tertiary students, and in fact
the majority of international students, would be interested in experiencing. As
one of the disadvantages mentioned in the ANMM’s market research is the
lack of awareness of the museum, utilising the popularity of other events and
attractions is a key tool to be implemented in the marketing efforts of the
ANMM.
Take the Harbour Bridge for example. It is a key focal point in Sydney;
partnering up an offer with a bridge climb and a ticket to the museum itself
would help drive these students to the ANMM, as well as raise awareness of
its existence. Combining this with Vivid Sydney, where the bridge climbs are
especially desirable, would be a sure fire way to attract customers.

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Merlin Annual Pass
Banking on the popularity of other ventures once more, why not introduce
combined ANMM tickets with other attractions? For example, there currently
exists multi-attraction passes with various combos including Madame
Tussauds, the Sydney Zoo, the Sydney Aquarium, Sanctuary and Sydney
Tower. These places are well known and iconic, and to obtain a position
amongst this category would drive awareness and popularity upwards.
Without it, ANMM is excluded from being a potential player in the Darling
Harbour precinct.

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For example, the Merlin Annual Pass offers unlimited entry to WILD LIFE
Sydney, SEA LIFE Sydney Aquarium, Sydney Tower Eye, Madame
Tussauds Sydney and Manly SEA LIFE Sanctuary in Sydney. It now also
includes Melbourne Aquarium, Underwater World at Mooloolaba on the
Sunshine Coast, Otway Fly, Illawarra Fly, Kelly Tarlton's Underwater World in
Auckland (NZ) and WILD LIFE Hamilton Island in the Whitsunday Islands,
QLD.
If the ANMM were to join, it would be of great significance, as the pass brings
iconic museums around Australia together.

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Additional / New Content and Digital
Media
Outside of various events, digital media and content is a constantly expanding
platform as a way to reach a wide spread target audience.
Pokemon Go
We have all seen the most recent example, the hype around Pokemon Go has taken
over Sydney. Pokemon Go is currently the world’s biggest scavenger hunt where
players roam looking to capture creatures called Pokemon which move in the virtual
world. The app uses augmented reality with maps and GPS to guide players to a
Pokemon’s location. Once found, it will then appear on the phone superimposed
onto the real world where players try to “capture” it. Players often navigate to Poke
Stops, which are often local landmarks to receive rewards. Pokestops can also be
boosted with “lures” which attract surrounding Pokemon and in effect attract more
foot traffic to that area.

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With the above data, it is clear that Pokemon Go is fantastic for attracting foot traffic.
ANMM could therefore use it as part of a marketing strategy such as offering certain
discounts for customers with certain Pokemon, guaranteeing they spend money
rather than loitering around the ANMM site. By allowing players to convert their
achievements into real-world benefits, ANMM would be able to attract more visitors
to YOTS Cafe and into the museum.

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Currently in the ANMM area, there are 3 pokestops and 1 gym. With this many
pokestops to a museum, ANMM would benefit with lures attached to these stops
which may increase foot traffic to this area.

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As we can see in the 2nd picture, Harbourside shopping centre has already taken
advantage of this craze. Having multiple lures set up near the shopping centre would
increase foot traffic to the centre which in turn benefits many of the retail stores at
Harbourside.
A marketing strategy would be for the museum to advertise a special event and
purchase Pokemon Lure modules (which cost about $8 each and last for half an
hour). By hosting such an event, it is expected to have a 40% increase in customers.
Online Distribution
Another way to market ANMM to Chinese travellers is through online distribution.
More than half of chinese international travellers book their accommodation online or
through mobile apps. As many travellers would reside in the CBD as it is close to
transport and attractions, ANMM would have an opportunity to be recommended as
an iconic Sydney attraction that they can go to in their spare time. Dianping, Ctrip,

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Tuniu and Qunar are popular travel websites specifically targeting Chinese travellers.
These websites are similar to their western counterparts such as Tripadvisor,
Booking.com and Agoda which offers users to review and recommend certain
attractions to other users. China had 649 million internet users at the end of 2014,
more than 85% of whom access the web via a mobile device (35th Statistical Report
on Internet Development in China). Many users use online research to plan their
holiday, including travel forums, travel agent sites and local social networking sites.
With the Darling Harbour Precinct currently being transformed into a dynamic and
vibrant business and leisure district, ANMM would have to take advantage of this
new growth. With a new world class convention, exhibition and entertainment venue
(ICC Sydney), a luxury 5 star hotel and a vibrant commercial and residential urban
village called Darling Square set to open in December 2016, it is bound to increase
foot traffic through the Darling Harbour Precinct. New pedestrian light rail
connections will soon link Darling Harbour and ICC Sydney to the Sydney CBD, the
financial services hub at Barangaroo in the north and the creative media and IT hub
in the south. With the city currently evolving, ANMM should take steps in increasing
awareness of the museum and having it transformed in order to keep up with the
new transformation of Darling Harbour.
Daily Light and Water show
A marketing concept which may allow ANMM to be a number 1 attraction in the
newly transformed Darling Harbour Precinct would be to create a light and water
show partnered with Sydney Harbour Foreshore Authority and the Star Casino. This
concept has been successful in Singapore - a daily evening light and water show

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extremely popular with both locals as well as tourists attracting over an estimated 4.2
million visitors from around the globe and providing a source of entertainment to
visitors. Currently in Darling Harbour, the only nightly source of entertainment is
fireworks which only happen on Saturday nights. As such, many visitors would miss
out on an opportunity to another iconic Sydney attraction. Sydney’s world class
events are a major drawcard for overseas visitors. More than 46% of international
visitors travelled from overseas to specifically attend 2016 Sydney’s New Year’s Eve
and stayed in Sydney for an average of 7.2 nights. Sydney has retained its status as
‘New Year’s Eve Capital of the World’ in terms of visitor numbers as well as the
number of people both watching it locally and internationally.
With the newly transformed cityscape of Darling Harbour lit up in the backdrop, a
story concept would be the history of Darling Harbour. Through the use of water, fire,
light and lasers, the show would be able to explore the history of Sydney and Darling
Harbour through original footage of the people of Sydney archived in museums,
taking international visitors on an emotional and bona fide journey. The City of
Sydney Council is looking for ideas for 2017-2021 that propose an array of visual
technologies or techniques in various Sydney locations that will attract and delight
audiences and visitors to the city.

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Marketing Channels
Supported language (Chinese) of ANMM Website
It has been noticed that there is no Chinese translation of the official website of the
Australian National Maritime Museum, we created a simplified Chinese version
website only for Chinese students (http://www.anmm-univative2016.com/) with basic
information contained. Inside the website, Chinese students could gain the basic
overview of the museum and the highlights of what is happening. Our website could
lead to the official ANMM website by simply clicking on the link once they found it
interesting and would like to know more of the exhibitions in the museum. With this
website, it is easier to attract Chinese students’ interests to explore more of this
maritime museum.
Wechat & Weibo
As expected, the majority of Chinese tertiary students are using social media. It has
no doubt that social media is a fantastic platform for promoting the museum to this
target audience. Especially for Chinese tertiary students, we would look on the

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benefits of marketing ANMM through WeChat and Weibo, the two largest single
marketing channels in China.
Due to the fact that Chinese tertiary students are unable to use Western social
medias, such as Facebook, Twitter and Instagram in China, they are more likely to
use local social medias to connect with each other even in Australia. After consulting
from our peer Chinese students as well as reading through the online survey results,
most of them are using WeChat for online messaging instead of Whatsapp or
Facebook Messenger, and Weibo instead of Twitter for information sharing.

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Of the Chinese tertiary students in our sample survey, 90% of them are using
WeChat and 34% are using Weibo. These marketing channels provide opportunity to
raise awareness of the museum. By researching the user age of WeChat and Weibo,
we found out over 80% of the user were born after year 1980. These people have
been connecting with internet since they were young children and would like share
these experience, knowledge, insights and time on social media apps. We focused
on this part of Chinese people in Sydney and would like to know how do they receive
new information from online tools.

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After cross check, we found that there are official account of ANMM on Western
social medias Facebook, Twitter and Instagram, but not on any Chinese ones yet. In
order to attract more Chinese visitors, we suggest to create two new official accounts
on the two best known communication app in China: WeChat and Weibo. WeChat is
a mobile messaging application similar to Whatsapp, but with more functionality. It is
the largest standalone messaging app in China and now the most popular form of
social media. It is recommended to create a WeChat official account, more precisely,
a subscription account, which could provide an information propagation means for
media to build up better communication and management with readers. Similar for
Weibo, we would also create an official account for user-friendly communication.
Same as other Western social medias, we would update WeChat and Weibo
regularly as the Western ones do and only need to translate the messages to
Chinese simplified version, we would add more Chinese related issues into these
two platforms to attract Chinese students. Furthermore, WeChat and Weibo have an
additional function that they could generate QR Code by themselves. Once
customers scan the QR Code, they would be redirect to the official accounts that we
have created as we mentioned.
Official accounts provide a formal way for companies to interact with their customers
through WeChat and Weibo. In order to attract more Chinese tertiary students in
Sydney, both social medias are ideally to promote themselves to potential customers
since both social medias has become so ingrained in Chinese society. Under the
rule of WeChat, we would send out messages through the subscription account once
a day, while for Weibo, they do not have limitations of daily amount to post on. We
would be more focusing on WeChat official account with precise contents as it send
messages to recipients directly through mobile phone. After connecting with the most
popular two Chinese social media platform, we guarantee to draw Chinese students’
attention to the Darling harbour based Australian National Maritime Museum.

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Summary
ANMM is an internationally renowned maritime museum and will be growing
exponentially in the next few years when the transformed Darling Harbour precinct is
unveiled. To prepare for the increasing number of international visitors especially
Chinese students, ANMM should take steps in creating new ideas and content which
would appeal to the new audience. We propose that ANMM undertake an official
WeChat account to engage new content with potential Chinese visitors. In addition,
we recommend ANMM partner with The Star and the council to develop a light and
water show that would appeal to international visitors, not just Chinese tertiary
students. With the new Darling Harbour precinct due to unveil, existing businesses
would need creative content in order to market Darling Harbour is the new
entertainment hub in the years to come.
References
Australian Bureau of Statistics 2013, Hitting the books: Characteristics of higher education
students, ABS, Canberra, viewed 10 July 2016
<http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features20July+2013>
Australian Bureau of Statistics 2011, 4102.0 - Australian Social Trends, ABS, Canberra,
viewed 10 July 2016
<http://www.abs.gov.au/AUSSTATS/abs@.nsf/Lookup/4102.0Main+Features20Dec+2011>
Austrade 2016, International Student Data, viewed 13th July 2016
<https://www.austrade.gov.au/Australian/Education/Education-Data/2013>
China Channel 2015, What are Wechat Official Accounts? The Basics, viewed 6th July 2016,
<http://chinachannel.co/what-are-wechat-official-accounts-the-basics-wechat-essential-tips/>

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Darling Harbour Live 2013, Master Plan, viewed 15th July 2016
<http://www.darlingharbourlive.com.au/about-the-project/master-plan.aspx>
Department of Education and Training 2016, International Student Data 2016, Canberra,
viewed 12th July 2016 <https://internationaleducation.gov.au/research/International-Student-
Data/Pages/InternationalStudentData2016.aspx#Pivot_Table>
Destination NSW 2014, China Market Toolkit, viewed 16th July 2016,
<http://www.destinationnsw.com.au/wp-content/uploads/2015/06/China-Market-
Toolkit.pdf#page=11>
Destination NSW 2015, International Student Visitors to NSW, viewed 16th July 2016
<http://www.destinationnsw.com.au/wp-content/uploads/2013/05/International-Student-fact-
sheets-Sept-2015.pdf>
Destination NSW 2016, Mainland China Market Profile, viewed 16th July 2016
<http://www.destinationnsw.com.au/wp-content/uploads/2014/04/China-Snapshot-YE-Mar-
16.pdf>
Destination NSW 2015, Travel to Sydney Snapshot, viewed 16th July 2016
<http://www.destinationnsw.com.au/wp-content/uploads/2014/04/Sydney-YE-Dec-15.pdf>
Marina Bay Sands 2015, Wonder Full, viewed 17th July 2016
<http://www.marinabaysands.com/entertainment/wonderfull.html>
Merlin Entertainment 2015, What is Merlin Annual Pass?, viewed 15th July 2016
<http://www.merlinannualpass.com.au/what-is-merlin-annual-pass.aspx>
Wechat 2016, Official Account Admin Platform, viewed 6th July 2016,
<https://admin.wechat.com/cgi-
bin/readtemplate?t=news/en_faq_tmpl&type=info&lang=en_US>

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