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					Australia’s Coral Coast E-Newsletter
                    Unspoilt, Uncrowded, Underwater
                                                                                                            Issue 5, 16th May 2006
           Ph: 08 9321 9111 Fax: 08 9321 9277 Email: natalie@australiascoralcoast.com
Welcome to the May edition of Australia’s Coral Coast E-Newsletter. This newsletter will provide you with
information on the latest marketing activities, membership information and current campaigns.

2006 Autumn Campaign

The 2006 Autumn Campaign for Australia’s Coral Coast is still underway with
a series of brand tactical ads appearing twice a week in the Thursday and
Saturday editions of Travel Extra in the West Australian. This 5 week support
press campaign is aimed at creating awareness and interest in the region and
to generate business for those operators who chose to participate. We’d like
to thank those members who have supported the 2006 campaign through the
advertising opportunity.
                                On the 08th April, a 12 page feature on
                                Australia’s Coral Coast appeared in the
                                Saturday edition of the West Australian. The
                                feature was aimed at highlighting some of the activities on offer within the
                                region for travellers of all ages. The editorial based feature has received a
                                great response and proven to be a success. Again, we’d like to thank
                                those operators who assisted the journalist and photographer from the
                                West Australian as they travelled through the region writing stories and
                                capturing some spectacular images.
                                Following the success of the bus shelter advertising in 2005, this years
                                campaign also incorporated 90 bus shelter locations throughout Perth
                                showcasing various images from the region aimed at highlighting the great
                                weather, activity and nature that Australia’s Coral Coast has to offer.

BBC1 in Exmouth

In partnership with Tourism WA and Tourism Australia (UK), Australia’s Coral Coast committed $7,500 to secure a recent visit to
Exmouth by BBC1. Popular presenter Nick Knowles is filming 6x30 minute travel shows from around the world to be seen in the UK
on BBC1 at 7.00pm on Thursdays, commencing May 11th. One of these 30min shows will be dedicated entirely to Exmouth and the
Ningaloo Reef as well as including footage from around Perth. The estimated viewing audience is over 6 million people from what is
WA’s largest source of international visitors. The Ningaloo show is the only one shot in Australia.
Thankyou to all those operators who supported this important visit, and to Tourism WA who co-ordinated the ground arrangements.


Swiss agents experience Australia’s Coral Coast

100 Swiss travel agents from the Knecht Reisen group descended in Perth in late April for a series of training workshops with their key
Australian partners. Australia’s Coral Coast was a financial sponsor and as a result received access to the workshops along with the
Experience Perth region. Following the workshops, 13 of the agents, including the CEO of Knecht Reisen group, spent 5 days in
Exmouth and Coral Bay experiencing the marine and land attractions first hand. The visit was extremely successful with all the agents
literally reluctant to leave. A follow up visit is planned for later in the year that will also include Germany and the UK. Thanks to
operators for their support and to Tourism WA for securing this event - the first time it has been held in Australia.
Note: Knecht Reisen is the largest seller to Australia from the Swiss market. 13,000 annual visitors from Switzerland to WA account
for 30% of all arrivals to Australia.
OzTalk New Zealand 2006
Australia’s Coral Coast recently attended OzTalk New Zealand for the second consecutive year
held in Auckland from the 6th - 8th April. Natalie met with over 180 agents during the two and a
half days and the feedback received was positive. Many agents reported an increase in sales and
awareness of Western Australia as a result of recent marketing activity in New Zealand which is
clearly WA’s 3rd largest source of international visitors behind the UK.
Australia’s Coral Coast now features in a number of key wholesaler programs in New Zealand such
as AIM Holidays, Gullivers and Travelplan.

Kalbarri Flood Relief Campaign
Australia’s Coral Coast has been successful in securing $36,000 from Tourism WA’s contingency funding pool to assist operators in
Kalbarri with a post flooding recovery campaign. The industry suffered a dramatic loss in business from cancellations due to the closure
of the river mouth and muddy waters making the river unsafe. A host of negative press also contributed to the issues facing the town.
The campaign currently being developed will include press, Perth radio and promotional collateral.

2006 WA Tourism Awards
The WA Tourism Awards program is soon to take flight for 2006. Under the theme ‘The Sky’s the Limit’ all tourism operators are
encouraged to participate in the business building event. Those members of Tourism Council WA should have already received
information regarding the 2006 awards. Tourism Council WA are also offering to hold information seminars around the state to assist
operators in entering the awards. If you would like more information on hosting an information seminar in your town or are interested
in finding out more about the awards, please contact Liz Bradley at Tourism Council WA on liz@tourismcouncilwa.com.au or 9416
0700.

Australian Regional Tourism Convention 2006
Following the success of the 2005 Convention held in Busselton, registrations are now being taken for the 2006 Australian Regional
Tourism Convention being held this August on picturesque Norfolk Island. This annual event provides an ideal forum for all industry
members who are involved with regional tourism to meet, discuss and have input into a wide range of issues and topic affecting tourism
in regional Australia. Key topics for 2006 will focus on Destination Development, Destination and Marketing Destination Management.
For more information including the program and travel options to Norfolk Island simply go to http://regionaltourism.com.au/
convention/

2006 Caravan & Camping Shows
                          The 2006 season of the Caravan & Camping Shows has begun with the Adelaide and Sydney shows already
                          completed. Australia’s Coral Coast was represented in Adelaide by Marine Hunt, from Coral Bay Adventures
                          and Board Member of Australia’s Coral Coast and by Dianne Kestel at the Sydney show. Attendance
                          numbers at both shows increased from 2005 and the feedback and enquiries received for Australia’s Coral
                          Coast were positive. The Melbourne Caravan & Camping Show will take place from the 17th - 23rd May.
                          The Perth Caravan & Camping Show was held at the Ascot Racecourse between the 16th-20th March.
                          Australia’s Coral Coast was well represented at this years show by 6 Visitor Centres from the region. We’d
                          like to thank all those who attended the show and in particular the managers from each of the Visitor
                          Centres who assisted in coordinating volunteers to help out with this years stand.

ACC Office Relocation
Australia’s Coral Coast Regional Tourism Organisation has moved offices in Perth. Please note our new contact details:-
                                                      Australia’s Coral Coast
                                                       Suite 4, Cedar House
                                                          1321 Hay Street
                                                       West Perth WA 6005
                                                          Ph: 9321 9111
                                                         Fax: 9321 9277
                                                    david@australiascoralcoast.com
                                                   natalie@australiascoralcoast.com

				
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