2010/2011 Marketing Activities List Activity Month Target Holiday planner Website Member ASW Contact Market Distribution buy in Intrastate Activities Winter Getaways 2010 July – August Intrastate Only as After Previous in Sascha Papalia / Louise The 2010 Winter Getaways campaign will be continued download from catalogue, call 2009-2010 Hall through to mid August 2010. Activities include co-operative website to action and branding advertisements in The West Australian mid week and Saturdays and digital marketing. ASW will continue to distribute the 2010 Winter Getaways brochure and online through an e-brochure and dedicated web pages. Summer Destination Campaign 2011 February - Intrastate Yes, state-wide After Holiday Yes, co-op Sascha Papalia / Louise A summer campaign will be conducted through mass media to April planner it will press, web Hall promote visitation during the shoulder season that occurs from be the call to and also see the end of January through to April. This campaign will focus action Holiday on the seasonal benefits of the region after the school holiday Planner madness. The campaign will compliment the state-wide release of the 2011/2012 Holiday Planner. Winter Getaways 2011 May –June Intrastate Only as After Yes, through Sascha Papalia / Louise A winter campaign will be conducted through mass media to (note download from catalogue, call catalogue Hall promote visitation during the traditionally low winter season campaign will website to action adverts and that occurs May through to August 2011. Primary target be continued in c-op post market is consumers in the Perth metropolitan area and the the 11/12 from secondary market is consumers in regional areas of Western July-August) Australia. The centrepiece of the Winter Getaways campaign will be a catalogue detailing special offers and deals on accommodation, tours and attractions in the Australia’s South West tourism region. This brochure will be distributed state- wide and supported by a comprehensive press and radio advertising schedule. There will be a section on australiassouthwest.com dedicated to the winter campaign with advertisers listed as well as an e-brochure which will available as a download. Campaign will investigate traditional and non-traditional distribution methods. The content of the campaign will be adjusted in response to Tourism WA’s pending intrastate research project. On-line bookings will be investigated. The web site will be the call to action on all advertisements in the post campaign. Members receive a 20% discount off advertising. Activity Month Target Holiday planner Website Member ASW Contact Market Distribution buy in Perth Consumer Shows – Partnership Projects July, Intrastate Yes N/a No Zahra Shirazee Visitor Centres, who will represent the region as a whole, will September, be invited to attend the Perth Good Food and Wine Show, March King’s Park Wildflower Festival, Perth Caravan and Camping Show. ASW will co-ordinate participation. Intrastate Familiarisations Various dates Intrastate Yes N/a Through Zahra Shirazee ASW will coordinate a familiarisation tour programme of the throughout the based membership region for reservation staff from visitor centres, WA Visitor year avoiding trade Centre, RAC, as well as media, Tourism WA, inbound tour peak season. operator and wholesale reservation staff. The famils will visit accommodation and attractions throughout the region. These famils are part of the overall famil pool which are included as membership benefits of Silver (tours and attractions only) and all other members who are Gold and above. Interstate Activities Eastern States Caravan & Camping Shows March to June Interstate Yes n/a No Zahra Shirazee Targeting the self-drive Dedicated Discoverers and Grey Explorers these shows attract up to 220,000 consumers collectively. ASW will maintain its stand at the New South Wales, Victorian and Queensland Shows. The brochure distribution will be taken at the South Australian show. Familiarisation Tours –Media As Interstate Yes n/a Through Zahra Shirazee Familiarisation visits will be serviced on an as needs basis opportunities membership servicing east coast based trade and media. arise as applicable Eastern States Advertising September, Interstate TBC TBC TBC Sascha Papalia / Louise ASW will support an Eastern States advertising campaign. February, Hall Participation in Tourism Australia’s No Leave No Life March campaign will be investigated. International Activities ETE and ETE post famil August Internatio Yes Yes Through Sascha Papalia / Louise ASW will attend ETE 2010, an event which attracts Eastern nal and membership Hall / Zahra Shirazee States based Inbound Tour Operators and Wholesalers that some sell Western Australia. Formerly WATE, this is the first time domestic the event will be co-ordinated by ATEC WA and held in the region. A post familiarisation tour will be run visiting Platinum members or above who are also attending the event. Singapore (NATAS) Consumer Shows August 2010 Singapore Yes Yes Through Louise Hall To take advantage of SE Asia’s close proximity to Perth, ASW and March Fly-Drive membership will maintain its consumer presence in Singpapore in 2010/11. 2011 and FIT ASW will attend the NATAS Consumer Show in Singapore in August and March. Activity Month Target Holiday planner Website Member ASW Contact Market Distribution buy in Malaysia (MATTA) Consumer Shows August 2010 Malaysia Yes Yes Through Louise Hall To take advantage of the increased air access into Perth since and March Fly-Drive membership November 2008, and double daily from June 2010 ASW will 2011 and FIT maintain its consumer presence in Malaysia in 2010/11. ASW will attend the MATTA Consumer Show in Malaysia in September and March. South East Asia Roadshow September Singapore Yes n/a Through Sascha Papalia ASW will attend the South East Asia Mission to be held in and membership September. This bi-ennial event is held by Tourism Australia Malaysia, and targets product planners, marketing personnel and SE Asian reservation staff of key travel agencies from primarily countries Singapore and Malaysia and other SE Asian countries. GIT, FIT, SIC and fly drive UK Sales calls TBC UK/ Yes n/a Through Sascha Papalia ASW will undertake sales calls to key tourism trade in the UK. Europe membership Australian Tourism Exchange (ATE) April 2011 Trade Yes n/a Through Sascha Papalia ATE is the premier international marketing forum in Australia Eastern membership and is run by Tourism Australia. The trade show is divided into and two sections, Eastern and Western Hemisphere. ATE is an Western opportunity to meet and conduct business with up to 200 Markets international buyers from 50 countries over six days. Discover Corroboree June 2011 Trade UK, Yes n/a Through Louise Hall Following the huge success of the 2010 event, ASW will Germany membership attend Discover Corroboree. The event targets 300 Aussie and other specialist travel agents from the UK, Germany and also other Europe Europe. It is a workshop style event. New Zealand Roadshow TBC Kiwi fly- Yes n/a Through Louise Hall AS OzTalk New Zealand will not be run in 2010/2011 ASW will drive and membership participate in the WA Roadshow which is to be organised by trade Tourism WA. Corroboree - USA September Trade Yes n/a Through Sascha Papalia Following the increased demand for the region at ATE 2010 2011 USA membership and the increased visitation out of the US to the region, ASW will attend Corroboree USA to be held in Queensland. Corroboree 2010 is an opportunity to meet and train 160 of the top Aussie Specialists Travel Agents from North America and Latin America. Retail travel is still the strongest distribution channel in the North American market, and Aussie Specialists are recognised as the final word in excellence when booking a vacation to Australia. It is a workshop style event. Business Tourism Activities Activity Month Target Holiday planner Website Member ASW Contact Market Distribution buy in Memberships Perth Convention Bureau July 2010 Perth No n/a No TBC ASW will join the Perth Convention Bureau as a regional corporate member resulting in ASW having access to conference leads. Sales calls to Perth market Ongoing Perth Yes n/a Through Bus TBC The Business Tourism Unit will target Perth based meetings, corporate Tourism incentives, conventions and exhibitions organisers through a membership series of regular sales calls. Conference Bids As Corporate Yes Through TBC Bid documents will be developed and supplied for conference opportunites trade membership bids as required. arise Website As opportunity Corporate N/a Yes Through TBC Within the ASW web site there will be dedicated to business arises membership tourism product. This section will promote incentive ideas and contain a directory of Business Tourism members and their capacities. A pre and post touring section will also be added. Conference Planner and Incentive CD Ongoing Corporate As download Yes Through TBC The Australia’s South West Business Tourism members will be membership featured on a CD that will be used to promote the region. Updates will occur in September, with distribution commencing after that. Trade Publications September Corporate Through TBC Targeting intrastate and international markets, opportunities then on-going trade membership within Business Tourism Trade Publications will be taken throughout the year. East Coast Sales Calls As Corporate As call to action As call to No TBC Sales calls will be made by the Business Tourism Officer in opportunities and action Sydney, Brisbane and Melbourne to leading conference and arise Corporate incentive organisers. Trade Perth Corporate Promotion TBC East Yes Through TBC A informal workshop attracting PCO’s, associations and Coast membership private companies who hold conferences, meetings and Corporate incentives will be held in Perth to showcase the region’s trade product. Members will be invited to exhibit. Activity Month Target Holiday planner Website Member ASW Contact Market Distribution buy in All Markets Activities Australia’s South West Holiday Planner 2011 Well recognised by consumers and trade, the publication will Work All Yes As download Yes be a quality full colour document with an extensive distribution commences of over 370,000 copies. This publication is designed to attract September and motivate holiday decision makers to choose Australia’s 2010, South West as the destination for their next getaway and to distribution stay in the region for longer. The 2011 ‘Australia’s South West’ commences Holiday Planner will be extensively distributed through January 2010 intrastate, interstate and international channels. Trade Publications As All Yes Follow up Yes Sascha Papalia / Louise Australia’s South West will participate in a number of opportunities markets Hall international and domestic travel trade publications and fliers. arise Membership Meetings As Domestic As call to action As call to n/a Sascha Papalia A number of meetings including the AGM will be held in the opportunities and action region to update industry on ASW activities and enable the arise Internatio members to network. Three meetings with the visitor centres nal trade will also be held to foster good relationships and co-operation. Photo and Image Library Ongoing All n/a n/a n/a Louise Hall A photo library of images from around the region will continue to be collected. Currently a CD of the images is produced in house for distribution to trade and media as required. Web Site – australiassouthwest.com Ongoing All As download Yes Through Louise Hall Fast becoming the association’s main promotional tool, the membership web site will undergo a re-build in 2010/2011. The site is used not only for destination information but as a call to action and co-centrepiece for seasonal campaigns. The site is designed to motivate travel to the region and increase length of stay and to put consumers and trade in touch with the members. A better booking system will be investigated. The website will continually updated and search engine optimised. The web site is the call to action in all advertising. Campaign budgets within ASW’s marketing activities allow for on-line marketing of the web site. Newsletter Ongoing All As download Yes Through TBC The ASW e-newsletter keeps members informed about ASW membership activities, upcoming marketing and networking opportunities as well as general information on what’s happening. Activity Month Target Holiday planner Website Member ASW Contact Market Distribution buy in Unexpected Promotions Ongoing All n/a Call to action Some co-op Sascha Papalia Opportunities that arise during the year that are outside the scope of activities in this marketing plan can be actioned utilising funds set aside for ‘unexpected promotions’. Memberships As All n/a n/a n/a Sascha Papalia ASW will join numerous leading national tourism and industry opportunities associations such as ATEC, Tourism Council WA, arise Backpacking, SKAL, Visitor Centre Association WA, and FACET. Promotional Collateral and design As All n/a Call to action Through Sascha Papalia / Louise ASW will produce promotional collateral such as show bag, opportunities membership Hall specialist flyers, trade CD’s and banners for use at consumer arise and trade fairs.