Australia's Northwest- Jo Durbridge

1. www.businesscentre.org.au
P: 08 9144 4668
Jo Durbridge
Marketing your tourism business
10:30am – 11:00am

2. Warlu Way Conference
September 2016

3. Who Are We?
Australia’s North West Tourism (ANW) is the peak tourism marketing
body for the Kimberley and Pilbara regions of Western Australia. It is a
member-based organisation which engages in mainstream marketing and
promotional activities to promote Australia's North West as a premier
destination.

5. How we promote
the region and our members
 Holiday Planner
 USB Trade Planner
 Visiting Journalists
 Travel Agent Famils
 Trade Events
 Advertising Campaigns
 Social Media
 Website

6. Holiday Planner

7. 10 reasons why members advertise
in the Holiday Planner
1. Advertising offered exclusively to ANW Members
2. Updated annually it showcases attractions, tours, accommodation, regional information,
maps and itineraries
3. 60,000 copies distributed
4. Distributed to State Visitor Centres and consumer shows
5. Distributed to travel agents throughout Australia
6. Distributed to national and international trade events targeting travel and wholesale agents
7. Distributed Internationally via Tourism Western Australia to markets in Asia, US, UK, Europe
and NZ
8. Digital interactive version available
9. Utilised over a 12 month period
10. Distributed to a wide audience through email communication

8. USB Trade Planner
The Trade Planner is
distributed to travel agents and
journalists through roadshows,
trade events and famils
Trade Planner includes:
• Digital Holiday Planner
• Images
• Fast Facts
• Itinerary Ideas
• Destination Training Module

9. Visiting Journalists
ANW liaises with television, film, magazine and online journalists and assists with bringing
them to the region and hosting them during their stay.

10. Leveraging your membership
Would you do it?
If you could get thousands of dollars of media coverage by letting a journalist
experience your accommodation or tour FOC.

11. A recent famil to the Pilbara organised by ANW resulted in
more than $79,000 advertising equivalent in The West
Australian newspaper.
ANW organise media famils to promote you and the region.
ANW pitch the story to journalists, pays airfares and
coordinates the itinerary
Members provide product
Result is media coverage for the Pilbara and your product
Media Familiarisations (Famils)
ANW Tourism Tip
Set aside marketing
budget for famils

12. Visiting Influencers

13. Travel Agent Famils
• ANW works in conjunction with members to host international and domestic
travel agents.
• Increase travel agents product knowledge by visiting the region and its natural
attractions.
• Travel agents experience ANW members’ product first hand so they can pass
this knowledge on to their clients.

14. Trade Events
ANW presents destination information to
travel agents and wholesalers:
• Australian Tourism Exchange
• Extraordinary Tourism Exchange
• Tourism WA sponsored International
Trade Events
• Tourism Western Australia’s
Roadshows
• Pre and Post Famils
ANW TOURISM TIP
Be internationally
ready!

15. Consumer Shows
• Sell the region and its attractions to
thousands of potential visitors and
increase their product knowledge
• Ability to answer questions about the
Pilbara and the Kimberley face to face
• ANW attends Caravan and Camping
Shows throughout Australia
• Give away thousands of Holiday
Planners
ANW Tourism Tip
Share a stand to
save $$$

16. Advertising Campaigns
• Cooperative campaigns with partners such as The West Australian
• Gives ANW members the ability to align themselves with relevant editorial
content

17. Website
Campaigns drive
people to our website
for a useful source of
travel and destination
information.

18. Website
All members are included on the ANW website with a link back to their website
Only ANW members get listings on the website

19. • The Epic Pilbara campaign was
developed to target the self- drive
market
• Conveyed the large scale attractions in
the region
• A competition was the hook, with a
prize pack being tours and
accommodation from members and an
Engel.
• Digital Campaign

20. Epic Pilbara

21. Epic Pilbara

22. Results

23. Results
eDM resulted in 30,000 plus opens and
10,700 plus click throughs to the campaign.

24. Results
315 Instagram posts to date using hashtag
#EpicPilbara
Hashtag still has traction
ANW post promoting campaign Consumer post

25. • More than 45,000 unique page views to the Epic Pilbara pages
on the website during the campaign
• 9.8 million plus impressions
• More than 16,000 entries to the competition
Results

26. Social Media
ANW has more than 25,500 followers on Instagram
@australiasnorthwest #epicpilbara

27. Social Media
ANW has more than 36,000 followers on
Facebook
ANW Tourism Tip
Use Canva or
Pic Monkey
to jazz up images
its FREE!

28. Social Media
• More than 1,200 people liked
• 54,960 people reached
• 242 shares
• 92 comments

29. Alison take me
back!!!
Awesome looking
forward 
Lina Krober you can see
this soon
It was beautiful last night
Sonya Bell
Have already seen this, but
would love to again. It’s
awesome. You were so little
then Georgina MaxwellKaylia remember me telling you
about this?
Put it on your bucket list Dianne
Tavakoli. Seen it several times,
its amazing

30. How to become involved

31. Maximising your membership
• Ensure your website listing is up to date
• Advise of us of any new tours or product
• Participate in advertising opportunities
• Send us images to be used for promotion – website, advertising,
holiday planner
• Advise us if you are on Facebook, Twitter, Pinterest or Instagram
• Participate in travel agent and visiting journalist famils
• Display your membership sticker

32. Top Tips
• Use free resources of Tourism Australia, Tourism Western Australia and WA Tourism
Council
• Leverage Tourism Australia’s campaigns
• Share on social media, engage with your audience, get customers to tag you in
• Yellow Social Media Report by Sensis
• Free! MailChimp for Newsletters
• Free! Canva and Pic Monkey
• Ask you customers to recommend you on Trip Advisor
• Website SEO think about search terms – what are people going to type in so your business
comes up
• Share stands at consumer and trade shows
• Get accredited – the tick gives confidence to the consumer
• If you are a member use the logos on website, display sticker

33. Thank you.