8. Consumer Marketing
Campaigns
National Landscapes Project
CONSUMER MARKETING
Tourism Australia Marketing Program
9. Consumer Marketing
Campaigns
Official Visitor Guides 2013
CONSUMER MARKETING
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10. Implementation of GOR
Destination Management Plan
MANAGEMENT PLAN Endorsed by Federal Government
DESTINATION
11. 80TH ANNIVERSARY OF THE 80th Anniversary of the
Great Ocean Road
GREAT OCEAN ROAD Significant history
12. 80TH ANNIVERSARY OF THE 80th Anniversary of the
Great Ocean Road
GREAT OCEAN ROAD Significant history
13. Statistical Snapshot
2012 Performance Measures
Domestic Overnight
STATISTICAL SNAPSHOT
YE June 12 YE June 11 % Change
Visitors 1,907,000 1,709,000 +10.4%
Nights 5,522,000 4,688,000 +15.1%
Market Share 72% 70.3% +1.7%
(nights)
International Overnight
YE June 12 YE June 11 % Change
Visitors 105,800 107,500 -1.6%
Nights 929,100 929,300 -0.1%
Market Share 68.1% 63.5% +4.6%
(visitors)
14. Statistical Snapshot
Great Southern Touring Route
STATISTICAL SNAPSHOT
Great Southern Touring Route (YE June 2012)
Total Travel
Visitation increased by 8.7%
Nights increased by 12% to over 13.4 million
International Travel
Nights increased by 27% to 2.1 million
Travellers spent $210 million
15. Statistical Snapshot
Visitor Website
STATISTICAL SNAPSHOT
Visitor Website 2010/11 2011/12
Unique Visitors to Website 191,275 275,986
Google Search Engine Ranking by keywords
Geelong and the Bellarine 1 1
Great Ocean Road 10 2
Surf Coast 2 2
Otways 2 4
16. Statistical Snapshot
Business Events Geelong
STATISTICAL SNAPSHOT
Business Events Geelong 2010/11 2011/12
Total number of business events 1,637 1,682
Total business event days 2,883 2,941
Total delegates 65,975 66,965
Total delegate days 125,488 119,841
Average business event size 39.2 39.8
Direct economic impact $41.4M $49.4M
17. Visitor Profiling
Great Southern Touring Route
Domestic Visitor
STATISTICAL SNAPSHOT
-Came from Melbourne
-Stayed 2.8 nights
-Used private or company vehicle
-Favourite activity ‘to eat out at restaurants’
-Used the internet to source information
-Lived as a couple
-Had an average household income of $102,797
18. Visitor Profiling
Great Southern Touring Route
International Visitor
STATISTICAL SNAPSHOT
-Came from the United Kingdom
-Stayed 11 nights in the region
-Used rental car as transport
-Favourite activity to ‘eat out at restaurants’
-Visiting Australia for the first time
-Booked part of the trip on the internet
-Lived as a couple
-Aged 43
19. Future Directions
Localised Branding
Online Strategy
PR & Social Media
Tactical and Niche Marketing
FUTURE DIRECTIONS
Notes de l'éditeur
Welcome to the 2012 Geelong Otway Tourism Members Luncheon.
We have continued to invest financial and human resources into the digital space. Continued to build new consumer website and have commenced a strong social media presence across FB, YouTube, Twitter Emphasis on SEO, online bookings and generation of quality content.
Visit Victoria: Significantly increased our region’s digital footprint, with an extensive presence on Visit Victoria website. Our region has an impressive 1078 businesses listed, surpassing Melbourne’s 780 participating operators. Significant because the Visit Victoria website receives more than 7 million visits and 30.8 million page views annually. ATDW: - All online content is part of the Australian Tourism Data Warehouse platform. This digital tourism information store, is distributed out to various tourism and travel channels. Content is quality, accurate and timely. - ATDWs national database is currently being translated into simplified and traditional Chinese. This formed part of TA’s ‘Tourism Online Project’ to help prepare our industry (and our region) for the emerging Chinese market.
GSTR App
Online membership renewal and marketing package system was launched in 2012. Delivered a more prompt membership renewal, prompt payments and one-stop marketing program opt-in.
Continued to refine and evolve our tactical marketing campaigns. Go Travlr More successful packaging, were focussed on experience. Beacon Big 4 example.
· Our Geelong – Visiting Friends and Relatives Campaign. Targeting Geelong residents to encourage them to experience the activities available in the region, then in turn encourage their loved ones to come and visit and experience it too. · GOT in partnership with Tourism Geelong and Bellarine Tourism. · In market now, with a live website featuring 50 offers from businesses throughout the region visitors can download or buy. · The website also has capacity for visitors to share their favourite memories of the region, and to send e-postcards. There are monthly prize draws to encourage people to share and create content. · The campaign includes local print media, online activity, posters and postcards, targeted emails to specific databases and features in niche publications. All activity will drive traffic to the website to pick up the special offers. · The campaign activity has commenced and will run until April.
Tourism Australia’s National Landscapes Marketing Program. A joint partnership between Tourism Australia and Parks Australia, this unique partnership aims to achieve environmental, social and economic outcomes for Australia’s most significant natural areas and their surrounding regions.
2013 Official Visitor Guides launched this week.
80 th Anniversary of the Great Ocean Road Significant media coverage at a local, state and national level.
Showcase rare historical footage of the first vehicles travelling along the Great Ocean Road.
Statistical Snapshot – 2012 Performance Measures
Statistical Snapshot – Great Southern Touring Route
Statistical Snapshot – Business Events Geelong
GSTR Visitor Profiling: Domestic Visitor
GSTR Visitor Profiling: International Visitor
Increase in localised branding. Tourism Victoria investing money into building a brand for Geelong and Bellarine, with new imagery and hero shots. New imagery for Great Ocean Road. VFR Campaign will expand and include the whole Geelong Otway region, capturing the VFR market. Strong PR strategy will continue to be rolled out. Aligned with our online strategy and complementing niche marketing activities.