Marketing One
The Only Choice for your Marketing Communication Needs
Presented by Kate Nichols
Manager of Regional
Branding. Trained in China
Ready

Intro & Strengths
 Represents many large organisations
 Specific department for brand communication of a region/town
 Successful campaigns in the Barossa Valley, Noosa and Broome.

Chinese Market
 Population of 1.4 billion
 98 Million travelled overseas in 2013
 Large market that is relatively untapped
 Major websites like google, YouTube, twitter and Facebook are blocked in
mainland China so advertising using these means would be ineffective
Sources
http://www.worldometers.info/world-population/china-population/
https://press.hotels.com/content/themes/citm/assets/pdf/citm_uk_pdf_2014.p
df

 Bring all tourism bodies together for a united marketing communications
campaign including Tourism Tasmania, Tourism Northern Tasmania, City of
Launceston and Tamar Valley Wine Route to send out a collective and cohesive
message
 Our plan revolves around the huge success that is Bobbie the Bear (Bridestowe
Lavender Bear that is actually a heat pack)
 Bobbie became a huge sensation after Chinese popstar…recieved one as a gift
and the bears are on EBay for up to $400 AUD.
Our Plan - Step 1

Our Plan – Step 2
 A five day itinerary that highlights Launceston and its surrounds to Chinese Visitors
 Day 1: Visit the Cataract Gorge and enjoy a cruise down the Tamar River. Relax and
unwind at the Seaport for Dinner
 Day 2: Visit the Queen Victoria Museum and Art Gallery, an afternoon Boags tour
and a walk around the heritage sights in Launceston
 Day 3: A walk into Tamar Island Wetlands, Visit the Swiss Village at Grindelwald,
Beaconsfield Mine and Heritage Centre, Platypus House and concluding the day at
Seahorse World
 Day 4: Touring the wineries beginning on the East Tamar and travelling up to Pipers
Brook then crossing the historic Batman Bridge and down along the waters edge
through Rosevears
 Day 5: Visiting Bobbie’s home! The Bridestowe Lavender Farm, with a quick stop at
Lilydale Falls and a stroll through Scottsdale and the Eco Centre

Our Plan – Step 3
 A B2B model
 Chinese travellers depend highly on their travel agents and consultants by
conversing with our contacts in China, your marketing plan will be placed
directly into the most successful and knowledgeable travel companies in
China.
 The Five day Bobbie Itinerary will be available online to open as a PDF or
equivalent format as well as in paper form, which will be available for free
from travel agents
 Banner advertising on popular travel websites in China and on the Discover
Tasmania website will also be included as the eye will naturally drift to the
very popular purple bear and the link can be easily accessed and opened for
easy viewing

Chinese Culture
 As mentioned earlier Chinese travellers rely heavily on their travel agents and
consultants, so when information is received from them it is considered more
valuable and professional
 WOM is also very important in China due to the concept of ‘Face’ One never
wants to lose ‘Face’ after relying on travel agents advice and travelling
overseas after returning sharing holiday stories is boasting about the fact of
going somewhere and seeing something which can be linked to keeping ‘Face’
 The Bobbie Bear is a sensation in China and anything that is linked to him
almost immediately becomes popular

The Campaign
 Not only focuses on Launceston but the surrounding areas to drive in more
diverse and special interest tourists
 Offers child friendly options within most of the itinerary. The child is often a
major part of decision making about holidays in China
 Collaborating with major tourism bodies once a fortnight for three months
ensures that the campaign runs as soon as possible (Aiming for a roll out in
four months time)

It’s Up To You
 Do you want a superior campaign for Launceston and surrounds that will
encourage large numbers of Chinese Tourists to travel throughout the region
and inject money into the local economy?
 Of course you do!
 That is why Marketing One is the best choice for your marketing
communications campaign.

Thankyou for Listening
 Marketing One looks forward to collaborating with you in the future!