Domestic Marketing Cooperative Campaigns 2002 2003

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Domestic MarketingCo-operative Campaigns2002 -
2003

• Wendy Hills
• Lori Modde

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Who are we targeting..

• Three groups have been identified
• 29-44 DINKS SINKS
• 35 - 49 FAMILIES
• 50 DINKS, SINKS SKINS

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What products are we connecting to these markets?

• 29-44 Dinks Sinks
• SHORT BREAKS
• 35 - 49 Families
• FAMILY DRIVE HOLIDAYS
• 50 Dinks, Sinks Skins
• TOURING HOLIDAYS
• 3 Main Holiday Types that in effect currently
  generate over 90 of the states visitation in the
  leisure market

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• FEEL FREE TO TAKE A SHORT BREAK
• This campaign was previously used as a filler
  for down times or shoulder periods, now to be
  used as a holiday type we can promote the whole
  year round.
• Objectives of the Short Breaks Campaign
• Develop NSW regions as top of mind Short Break
  destinations
• Offer the consumer an indulgent, liberating
  experience within three hours of their origin
• Proposition
• Feel Free to escape from the stresses of everyday
  life, reconnect with your partner, all within 3
  hours away.

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The Continuity of SHORT BREAKS

• There are certain times for certain regions that
  cannot squeeze another body in a bed in their
  region or destination..
• Why not have awareness the whole year around for
  the proposition of taking a Short Break in NSW?
• Packages valid for a whole year brings
  shelf-life automatically into the campaign for
  promotional opportunities, PR opportunities and
  collateral opportunities.

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Short Breaks Advertising

• A 60,000 advertising campaign here and there for
  various regions does not stack up against a
  1,000,000 campaign that builds awareness for
  Short Breaks in NSW
• Strategic relationships with Postcards will
  also bring consistency over the year and use of
  quality NSW product that is split across the
  regions fairly...
• Lets look at last years activity when we
  concentrated on shoulder periods / low
  periods....

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Last Year.
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This Yearand onwards!
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• In this financial year, the geographical markets
  we will be targeting for the advertising
  campaigns are
• Sydney Brisbane
• Therefore the regions that have money allocated
  for Short Breaks co-operative advertising this
  year are
• Blue Mountains
• Shoalhaven, South Coast NSW
• Port Stephens, North Coast NSW
• Illawarra
• Southern Highlands, Capital Country
• Hunter
• Central Coast
• Hawkesbury, Greater Sydney
• Northern Rivers
• These regions will be approached in the coming
  month to discuss their involvement and the
  campaign details further.
• Interested in 2003-2004???? Talk to us
  now!!!!!!!!!

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Further important information.

• To continue the evolution of the Short Breaks
  holiday type into further years, TNSW must be
  able to evaluate the success and return on the
  investment into the campaign. This has always
  been a struggle from the regions that do not
  operate their own call centre.
• This year it is a condition of our co-operative
  spend that the properties provide accurate
  results from the campaign or there is a risk that
  the particular region may not be allocated
  funding next year as we can not determine if our
  funds were used effectively.

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Further benefits to the RTOs

• If you are not one of the regions that has an
  allocation this year, there is a new opportunity
  for you..
• A Template for advertising has been created for
  the use in the Tourism New South Wales Short
  Breaks campaign and is also now available for the
  RTOs to use with their own marketing campaigns.
• All regions will be offered participation in the
  twice yearly publication that will be
  disseminated through main stream media.
• Similar to the recent NSW Escapes publication the
  Short Breaks Escapes Magazine will present each
  region with its Short Breaks experiences and list
  the product and offers that are available. A
  quality magazine-style publication that will be
  retained longer than NSW Escapes and regions and
  operators have the ability to buy into the
  publication. More details to come.

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Short Breaks PR

• No longer will the advertising campaigns dictate
  the majority of PR we conduct.
• Anne Holt and her team are focused on providing
  quality Short Breaks experiences to the relevant
  media and target niche groups like Golf, Food
  Wine that may be lost in main stream
  advertising.
• This also is a consistent activity throughout the
  year to always maintain a Short Breaks in NSW
  presence in the media.
• And.involve all regions within NSW through being
  3 hours from place of origin!

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• FEEL FREE TO TAKE A FAMILY DRIVE HOLIDAY
• Previously a branding campaign called Drive NSW
  that was conducted using Disaster Funding.
  Year 2 of this funding and we are primarily
  concentrating on the July school holidays of
  2003.
• Objectives of the Family Campaign
• Increase families intention to holiday in NSW
• Increase families to visit and experience more of
  NSW on their way to and from their destination
• Proposition
• Feel Free to reconnect on a family holiday in
  NSW, stopping and discovering on the way.

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Who are we targeting and how?

• Family Drive Holidays will cover the Eastern
  seaboard.
• Primary Markets - Queensland Victoria
• Secondary Market - Sydney
• Marketing will include
• TV activity
• Press in a long copy format which describes the
  experiences that NSW has to offer
• PR Promotions
• Internet and the promotion of the Itinerary
  Builder on www.visitnsw.com.au

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Co-operative Opportunities

• The Queensland market will be targeted using the
  established Pacific Coast Drive and New England
  Highway to encourage travel to NSW as well as
  some brand activity.
• These touring routes will be promoted in the
  Drive campaign if the regions wish to contribute
  to the campaigns on a co-operative basis.
• New England North-West (Big Sky Country), North
  Coast NSW, Hunter the Northern Rivers have the
  opportunity to participate in this campaign.
• This year the activity into Victoria for Drive
  will be solely brand activity.

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• FEEL FREE TO TOUR NSW
• Touring by Car was previously a membership based
  program that encouraged visitation to NSW by
  loyal NSW consumers. Now extending into
  unfamiliar markets and encouraging visitation by
  people that dont know NSW that well.
• Objectives of the Touring Campaign
• Increase 50 couples to visit and holiday in NSW
• Increase their preference to visit specific
  touring routes and the experiences they have to
  offer.
• Proposition
• Feel Free to discover NSW at your own pace.

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Touring by Car

• Very successful campaign. conversion was high,
  responses were high and a great database was
  gained. Despite the success, we need to improve
  and grow!
• To understand how, three descriptions of the 50
  market can be used.
• LOYAL - people that have toured NSW and will
  easily consider touring NSW again (our
  database!!)
• LAPSED - people that have toured NSW in the past
  but are not considering NSW as their next holiday
  destination
• NON-TRIALISTS - people that have not travelled
  NSW and are not intending to travel NSW in the
  near future.

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Now what?

• LOYAL Consumers - Bring benefit to the regions in
  their expenditure and to increase their
  expenditure and dispersion of travel destinations
  they can targeted in a CRM strategy, utilising
  our databases and strategic partner databases.
• LAPSED Consumers - More interstate consumers than
  intrastate and we need to alter our creative to
  target more of this type of consumer. They need
  more information on the experiences NSW can offer
  to convert them to travel NSW instead of a
  competitor.
• NON-TRIALIST Consumers - Majority of interstate
  consumers and they also need more information on
  the experiences NSW can offer to convert them to
  travel NSW instead of another state or country.

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Touring Campaigns2002 - 2003

• Long Copy advertisements
• Targeting Lapsed Non-Trialists, entering
  into new markets like South Australia.
• Describes the experiences for a driving holiday
  in NSW and on various touring routes
• Co-operative Opportunities remain
• NOV 02 Kosciuszko Alpine Way
• FEB 03 Coastal Drives South Coast Pacific
  Coast
• FEB 03 Outback Drives Darling River Run
  The Kidman Way
• MAR 03 Food Wine Experience - Classic
  Country Drive Explorers Way

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Co-operative Involvement

• Allocated funds to these touring experiences will
  require to be met with regional funds to promote
  the experience.
• Coupons will be the primary call to action on
  long copy advertisements and give the co-op
  partner the benefit of a qualified database for
  their ongoing use.
• The Internet will be an increasing research tool
  and response mechanism for this market and our
  Itinerary Planner will assist the consumers
  greatly in this area.
• If you are included in one of these touring
  routes, expect to hear from me shortly about more
  on the campaigns.

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Touring beyond 2002-2003

• More touring routes will be combined into the
  similar experience based format to target the
  Lapsed Non-Trialists consumers.
• The development unit is currently looking at
  where the priorities are in establishing new
  touring routes to promote and will advise
  accordingly.
• Our CRM Strategy will continue to speak to our
  loyal NSW consumers and maintain their touring
  interest in our state.
• WE WILL MAINTAIN PROMOTE THAT NSW IS THE
  PREMIER DRIVING HOLIDAY STATE!!

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TOURING ACTIVITY

• Advertising, Public Relations Promotions into
  targeted media and in the format as specified
  previously
• Consumer Shows - Sydney, Melbourne Brisbane
  Caravan Camping Shows in 2002-2003
• Collateral

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Collateral.

• Did you know that without TNSW Collateral, there
  is over 14 million tourist brochures in
  circulation about NSW!!!!
• At an average cost of 1.50 each item, that
  equates to 21,000,000 spent every year on
  tourism guides, brochures..
• Imagine if you also counted flyers and ad hock
  promotional brochures????
• Looking forward we wish to strive for an
  integrated approach with our collateral all over
  NSW within TNSWsimilar to the Victorian /
  South Australia collateral.

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In the meantime...

• We will continue to fulfil last years Touring by
  Car collateral until February 2003.
• In November 2002, we will be circulating a
  booklet into main stream press that combines all
  touring routes in one guide to assist the 50
  market with their planning for February
  commencement of any travels.
• TNSW is currently working on a strategy for
  fulfilment from February 2003 for this campaign.

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Multicultural

• Non-English Speaking population on the Eastern
  Seaboard of Australia
• 2002-2003 Indian market
• Family Holidays
• Co-operative opportunities
• If interested, please see us now!

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Feel Free to promote your area in New South Wales

• Feel Free to participate in the most successful
  marketing campaigns for the state..
• Talk to us now