Sydney and New South Wales MARKETING OPPORTUNITIES 2007 – 2008 KOREA Korea Market Overview There were 244,000 arrivals from Korea to Australia With the help of a sophisticated nationwide broadband year ending March 2007, of which 85% visited NSW. network, distribution channels are now more diversified and consumers rely heavily on the internet Korea is in the top 10 tourist markets for NSW and is for travel information. On-line based travel agents recognised as one of the key markets that will bring such as Nextour, Tour Express and Interpark are high yield and dispersal to the Australian tourism growing rapidly in the market (recording around 70% industry. The political environment has stabilised. growth rate every year.) These online booking sites The Honeymoon segment is a key barometer for travel have facilitated strong growth particularly for the FIT trends. If a destination becomes popular in the market. honeymoon segment, then other segments such as general package and Fully Independent Travel (FIT) will typically also benefit. Destinations that are safe and beach oriented have been regarded as the perfect fit for the honeymoon segment. CAMPAIGN ACTIVITY Activity Name Royal Easter Show 2008 Activity Type Trade education, trade events Market Korea Target Market Experience seekers, 20’s – 40’s Contribution Value add-on offers or special industry rates for Required participating partners to increase package options and tailored itineraries. Itineraries will have a minimum of 3 nights in Sydney Timing March 2008 Maximum Partners 4–6 Distribution Partner Airlines, wholesalers and sub-agents Supplier Partners Attractions, accommodation, restaurants, adventure- based tours Airline Partner Asiana Background As the Korean travel market is maturing, Korean travellers want to experience the culture/art of the destination as well as sight-seeing. The Sydney Royal Easter Show showcases the Australian culture and spirit. After the successful partnership with Hana Tour last year, the second Sydney Royal Easter Show promotion will be expanded to the entire Korean market. Campaign Detail Trade activity – Co-op tactical campaign with agents and airlines will be supported by the Royal Agricultural Society. – Mega trade famil after the tactical campaign to attend the show during the event period Public Relations activity – Consumer event with one of the major portal sites (Daum.net or Naver.com) - prize donations invited Training Seminar February 2008 in Korea Flyers / Brochures February 2008 - Product itineraries produced by the travel agents Trade Publicity February to April 2008, advertorials/PR and agents’ own advertisements CAMPAIGN ACTIVITY Activity Name Best of Australia (BOA) Promotion Activity Type Tactical campaigns Market Korea Target Market Fully Independent Travellers (FITs) - 20’s-30’s Contribution Exclusive offers such as discount coupon, value added / Required benefits for walk-in customers Timing Launched in May 2008 Maximum Partners No limit Distribution Partner Tourism Australia, selected wholesale & retail agents, Online Portal – Naver.com or Daum.net Supplier Partners Various products ready for FIT market Airline Partner Cathay Pacific Background The Korean outbound trend is rapidly changing from general package travel to FIT. Online agents or backpacker agents are a growing business and some of the general package agents are developing new departments to manage the FIT market. Tourism Australia has been running the FIT promotion campaign called ‘Best of Australia’ for the past two years and will continue their promotion again in 2007/2008. Objective To encourage FIT agents to develop FIT program module To position NSW as the ideal destination for individual travel To expand the potential FIT market by delivering knowledge and references Campaign Detail Activity/Event/Promotion elements Tactical campaign will be designed to have a famil, online consumer promotion, public relations support, an incentive promotion and collateral. Tactical campaign with promotion partner agents FIT agent famil. or self-drive famil in 2008 Consumer online promotion with major portal site Development of FIT program module with FIT agents Flyers / Brochures Value Added discount produced, April 2008 Trade Publicity April 2008 CAMPAIGN ACTIVITY Activity Name South Coast Promotion Activity Type Trade education Market Korea Target Market Honeymoon, young FIT Contribution FOC or special industry rates for participating agents for Required product inclusions in itineraries Timing September 2007 Maximum Partners 8 - 12 Distribution Partner Airlines, wholesalers and sub-agents Supplier Partners Attractions, accommodation, restaurants, tours, car rental Airline Partner Asiana and Korean Air Background The Honeymoon segment is very important in the Korean Market. Korean honeymooners prefer beach-oriented destinations. Port Stephens, Central Coast and Wollongong are all popular honeymoon destinations. This campaign will introduce the South Coast including Jervis Bay products and interactive activities to enrich the NSW honeymoon itinerary. The FIT market is also growing with young travellers becoming more confident, a Wollongong and beyond self- drive itinerary will be further developed. Campaign Detail Develop tour program for GIT and FIT with airline partner and travel agents E-Newsletter to trade and media Training Seminar August 2007 to October 2007 Flyers / Brochures August 2007 Trade Publicity September to December 2007 CAMPAIGN ACTIVITY Activity Name Tweed Coast & Byron Bay Promotion Activity Type Trade Education Market Korea Target Market Honeymoon, Beach life experience seekers (FIT) Contribution FOC or special industry rates for participating agents for Required product inclusions in itineraries Timing April 2008 Maximum Partners 8 - 12 Distribution Partner Airlines, wholesalers and retail agents Supplier Partners Attractions, accommodation, restaurants, tours, car rental Airline Partner Asiana, Virgin Blue, Korean Air, Jetstar Background Tweed Coast and Byron Bay have been newly introduced to the Korea market. A Tweed Coast and Byron Bay honeymoon itinerary has been developed by travel agencies in the past year and Korean honeymooners are now visiting the region. Tourism NSW will promote this region for the honeymoon market as well as the FIT market. Campaign Detail – Develop further tour programs for the honeymoon market with airline partners and travel agents – Brochure exposure – Trade famil and media famil. Training Seminar February - March 2008 Flyers / Brochures April - June 2008 Trade Publicity April - June 2008 CAMPAIGN ACTIVITY Activity Name Tourism Australia - Korea Travel Mission 2008 Activity Type Trade famils, trade education, trade events Market Korea Target Market Decision makers, product planners at key Korean travel agents Contribution Participation fees are yet to be announced by Tourism Required Australia Venue to be announced by Tourism Australia (Cost for 2005 was A$3800 on Jeju Island) Timing February 2008 (in conjunction with JAM) Maximum Partners 8 - 10 Distribution Partner Top travel agents in Korea Supplier Partners New products, FIT and Honeymoon focus Background The Korea Travel Mission 2008 is organised by Tourism Australia to educate and motivate Korean travel agents. It is a great opportunity to exchange information, provide product updates and build and sustain relationships. Tourism NSW will deliver general destination information as well as advise on what should be included in tour itineraries by travel agencies. Flyers / Brochures February 2008 Trade Publicity February 2008 CAMPAIGN ACTIVITY Activity Name Trade Famils. Activity Type Trade education Market Korea Target Market Product managers, planners Contribution (In-kind) coach transfers, accommodation, meals, tours Required and activities Timing September 2007 March and April 2008 Maximum Partners No maximum depending on level of support by operators and regions and suitability to the market Distribution Partner Top-tier agents with potential to develop new products in respective markets Airline Partner Asiana, Korean Air, Cathay Pacific Background Trade familiarisations are the most effective way to increase the knowledge of NSW destinations among tour operators and travel agents Campaign Detail Targeting product managers from key tour operator partners and prospective new partners, the objective of these famils is to increase knowledge of the Sydney & Surrounds products. Tourism NSW North Asia facilitates familiarisations for Aussie Specialist Program agents, product managers and senior decision makers as part of its trade education program. Flyers / Brochures Possible inclusion of products in the new itineraries after the famil Trade Publicity Yes Famil Details Date Region Group September 2007 Sydney and South Coast Major honeymoon agents and wholesalers March 2008 Sydney Royal Easter Show and new Major wholesalers in Korea product in Sydney & Surrounds April 2008 Sydney, South Coast Aussie Specialists Program CAMPAIGN ACTIVITY Activity Name Independent Media Visits (IMV) Activity Type Media Market Korea Target Market Media, consumers Contribution FOC accommodation, tours, activities Required Timing September 2007 – March 2008 Maximum Partners Unlimited Distribution Partner Media outlets – magazines, newspapers and online consumer and trade publications Supplier Partners NSW export-ready product experiences Airline Partner Korean Air, Cathay Pacific, Asiana Background The IMV program aims to increase awareness for holiday travel to Sydney and NSW destinations. Tourism NSW facilitates a number of independent media visits throughout the year. Media Visit Details Date Publication Region/Story Angle September 2007 - Wedding 21 Honeymoon destinations – South Coast - My Wedding - La Sposa March 2008 - Tour De Monde Sydney international events including - AB Road Royal Easter Show - Beetle Map - METRO - Repere - S magazine - KBS CAMPAIGN ACTIVITY Terms and Conditions In the event that more than one Participants are also encouraged to Tourism NSW cannot promise any partner expresses interest in this approach Tourism NSW with ideas results or benefits from your opportunity, preference will be for other similar initiatives at any participation in any initiatives and given to the partner who can time. other offerings contained in this provide the highest level of value document. You are responsible for At any time and for any reason, added benefits to the campaigns. any decisions or actions you take Tourism NSW may withdraw any based on this document and for Tourism NSW has prepared this initiative or other offering and may determining any further proposal in good faith and has decline to allow any person or investigation, information and sought to ensure that its contents organisation to participate in any consideration that might be are true and correct at time of initiative or other offering. Potential required. To the extent legally preparation. However, to the extent partners should also note that permitted, Tourism NSW accepts legally permitted, the accuracy, some or all of the campaign no responsibility or liability in completeness and currency of this initiatives and other offerings contract, negligence or otherwise, document are not guaranteed. In contained in this document may be arising in any way out of this particular, the prices, dates, subject to required minimum levels document or your use of it. schedules, descriptions and other of participation. Offerings that do information contained in this not meet this minimum participation document may vary and are level may be withdrawn at any time subject to confirmation at the time without any liability on the part of Tourism NSW receives any offer Tourism NSW and even after you from you to participate. have confirmed your participation. Additional initiatives or offerings may arise after the date of distribution.