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					EUROPE

Kai Ostermann- International Director
EUROPE MARKET UPDATE – EUROPE general / GERMAN

 EUROPE : After a strong January visitation from Europe, we see a softening trend (delaying holidays to Australia) due to the very strong AUD
 exchange rate, the exploding fuel sur-charges and the negative press Australia has seen with floods, cyclones and bush fires lately.


 Germany is out of recession since last year and is back as the driving engine of Europe‘s economy
 with lowest January unemployment since 20 years and record growth!

 Steadily strong performance: there were 161,600 visitors from Germany to Australia (YE Nov 2010)
 an increase of 1% relative to the same period of the previous year.

 Many Job Movements within the Austalia Travel Industry in Germany:
        EMIRATES: Volker Greiner was appointed as new Vice President Commercial Operations North + Central Europe.
        Johannes Falck (previously TA) has been appointed as Key Account Manager.
        QANTAS: Paul Yankson, previously Regional Manager Continental Europe is now heading up the European operatins based in London. His successor has not been announced yet.
        Guido Asmuth , Key Account Manager has accepted a position with Sixt Rent A Car in Munich.
        Udo Fischer has left Etihad Airways based in Munich. No successor yet announced.
        TA: Katherine Droga has accepted the role of Regional General Manager Continental Europe.
         Marie Irle has been appointed as Partnership & Events Coordinator for Continental Europe.
        Majken Mueller has left Airtours as Senior Product Manager for Australia to start working for TUI in Stuttgart.
        New contacts are: Simona Hauth, General Manager Australia and Berit Fischer , Junior Product Manager Australia.
        Christian Rahn has left STA Travel after three years as Marketing Director. His position has not been filled yet.
EUROPE MARKET UPDATE - FRANCE

 France represents one of Australia’s fastest growing inbound markets - mainly driven by the youth
 segment (55 % of all arrivals), following a true and tried pattern embracing the Eastern Australia
 backpacker route of which Queensland is a major recipient.

 YE Nov 2010 (IVS): 98,100 French visitors to Australia  an increase of 7 %

 French Incentive Market to Queensland is increasing.

 In January 2011 Emirates and Etihad Airways have received permission to add 22 weekly flights to France .

 The wholesaler „Australie à la Carte“ and about 20 Australian products are partnering with the
 French Honeymoon portal “Le Site du Mariage” to promote Honeymoon in Australia. Have a look
 under: Lesitedumariage.com

 The travel agency network Carlson Wagonlit Voyages has signed a long term agreement with TUI
 in order to use their brand name HAVAS VOYAGES in the French market from now on.
10/11 HIGHLIGHTS – GERMANY

TEAM CAIRNS co-op campaign with ...

... Dertour and TA (Nov/ Dec 2010)




                                                                                                            Teaser on dertour.de



                                                            Online advertising on fr-online.de, gmx.de and web.de


                        Microsite (dertour.de/queensland)
10/11 HIGHLIGHTS – GERMANY

TEAM CAIRNS co-op campaign with ...

... Explorer Fernreisen (Dec 2010 - Mar 2011)




                                                              Double-page ad in
                                                              Explorer Fernreisen‘s
                                                              travel fair brochure




                                   Microsite on explorer.de


  Dedicated 8-page brochure
10/11 HIGHLIGHTS – GERMANY

TEAM CAIRNS co-op campaign with ...

... Boomerang Reisen                                             ... FTI (Mar/Apr 2011):
(Jan - Mar 2011):
              Creation of microsite on australien.com                    Outdoor advertising
              Facebook promotion                                         Microsite + teaser on fti.de
              Direct Mail                                                Inclusion in B2B and B2C newsletter
              E-Newsletter                                               Online promotion via Facebook and Twitter




  Microsite                                        Postmailing
10/11 HIGHLIGHTS – FRANCE

TEAM CAIRNS co-op campaign with ...

... Australie à la Carte (Oct - Apr 2011)
burst 1 targeting budget conscious travellers:




                                       Online banner advertising on
                                       lonelyplanet.fr and Easyvoyages.com
                                                                             Microsite on australie-a-la-carte.fr
 10/11 HIGHLIGHTS – FRANCE

TEAM CAIRNS co-op campaign with ...

 ... Australie à la Carte, TNT and TNSW
 (Oct - Apr 2011)
 burst 2 targeting honeymooners:




                                          Online banner advertising

Print advertising
in “ Mariages“                              Microsite on australie-a-la-carte.fr
10/11 HIGHLIGHTS - EUROPE

Queensland on Tour Europe 2010

From 23 Nov until 02 Dec 2010 we had 27 Queensland product suppliers and our BEST JOB IN THE WORLD finalists Magali
Heuberger and Mirjam Novak on tour with us.

We visited ... Munich, Paris, Amsterdam, Trier, Gent, Brussels, Zurich and Milan
We trained ...             350 key trade partners (product managers and retail travel agents)
                           (6 trade workshops + 1 consumer show)
We met with … …            80 media contacts (1 media luncheon + 1 media dinner)
  10/11 HIGHLIGHTS - EUROPE
                                                                            Reis Magazine
  Press & Publicity (Jul 2010 - Jan 2011)                                   Wereldcontact,
                                                                            the Netherlands

  Circulation: 480 million
                      (online, print, TV and radio)

  EAV (1:1):          19.5 Million AUD

                                                                                              Going Down Under
                                                                                              Magazine,
                                                                                              Netherlands




                                             Holiday & Lifestyle, Germany
                                                                                                       Vanity Fair,
                                                                                                       Italy
Laura, Germany
 10/11 HIGHLIGHTS – GERMANY
Integrated WOS Marketing Campaign „Das Beste von Australien!“
in partnership with TNSW (Jan - Mar 2011)
in co-op with EK, QR and FTI




                              Tactical print advertising




                      Nationwide outdoor advertising       Online game / mircosite
                                                           „Schatzjäger gesucht!“
Online banner advertising
 10/11 HIGHLIGHTS – FRANCE
Integrated WOS Marketing Campaign „How Australian Are You?“
in partnership with TNSW (Mid Jan - Mid Mar 2011) in co-op with
EK, TA, Australie à la Carte and Vacances Australie




                                     Online game

 Microsite                                                        Online banner advertising
10/11 ACTIVITY – GERMANY

 Youth Promotion in co-op with TA and STA Travel (Apr - Jun 2011)
       Radio promotion + according website (Radio Energy)
       Print advertising (Unicum, Prinz)
       Online advertising (audimax.de, jetzt.de)
       Prize raffle

 FTI Mega Famil (03 - 17 May 2011):
       50 top selling agents from Germany and Austria as well as 5 journalists
       will be exploring all Queensland regions throughout 10 fun-filled days
       Welcome event on Fraser Island
       Full-day workshop in TNQ
       Wow-surprise Farewell event in TNQ
10/11 HIGHLIGHTS – GERMANY cont.
 CHALLENGE CAIRNS (05 June 2011)
 Biggest triathlon event (from Europe) comes to CAIRNS!

 CHALLENGE is the competitive outdoor triathlon event to Ironman from Hawaii
 originating in Germany - 20 years events contract confirmed

 in Cairns, Tropical North Queensland (05 Jun 2011):
        Group Press Fam of German media experiencing pilot event
        Promotion in Triathlon media annoucing Challenge Cairns 2012


 in Roth, Germany (07 - 10 July 2011):
        150,000 visitors + 5,000 athlets + 200 intl media expected
                         Sales Promotions in co-op with FTI
                         Participation at press conference
                         Indigenous performances and surf life safer demonstrations
                         Promotional QLD video screening at public hot spots announcing CNS Challenge 2012
                         Dedicated Queensland booth at triathlon event for consumer brochure distribution
10/11 ACTIVITY – FRANCE

 French TV show FAMILY EXPLORER in Queensland
      New TV show format with a viewership of 9 million (45% market share).
      9 prime time episodes (120 min) will be aired on the major French TV channel TF1.
      Ten French families are chosen to live in a Queensland Outback Camp
      (Carisbrooke Station) and compete to win various amazing Queensland
       trips (Laura, Magnetic Island, Fraser Island, Heron Island and Undara).
      Timing: Filming is already finalized; the show will be aired in April 2011.
      Media Value: approx. AUD 20 million
OPPORTUNITIES FOR INDUSTRY


 Indigenous Group Press Trip                          14 - 23 Mar 2011


 QLD On Stage (FTI Mega Famil)                        03 - 17 May 2011


 Corroborree Europe (NT workshop, QLD famils)   03 - 06 June 2011


 QoT Winner Famil (Germany, Switzerland)              Sept / Oct 2011


 Queensland on Stage (Mega Media Famil)         Oct / Nov 2011
 OPPORTUNITIES FOR INDUSTRY

                                                                      Tourism Queensland Europe
                                                                      c/o Global Spot GmbH
                                                                      Oberbrunner Str. 4
                                                                      81475 Munich
                                                                      Germany
                                                                      Tel: +49-89-23 177 177
                                                                      Fax: +49-89-260 35 30
                                                                      www.queensland-australia.eu
                                                                      europe@tq.com.au


Kai Ostermann International Director Europe

Susanne Schäfer              Market Development Manager Europe
                             (Germany, Switzerland, Austria)

Annette Kegel Market Development Manager Europe
                            (France, Italy, BeNeLux)

Peter Mierzwiak              Senior Public Relations Manager Europe

				
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posted:3/2/2013
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