ADV3112 Tourism WA

7/31/2019 ADV3112 Tourism WA

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Live Up Your

Western AustraliaLaurie Law-Baw

Cecilia Setiawan


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WA International Visitors

Market ShareJune 2011

Australia88%

Western

Australia

12% 720,200

5,281,470


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The Southwests

International Visitors Market

Share - June 2011

129,000

Other regions

South-West

591,000

17.9%

82.1%


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Background Problems

Lack of awareness

Competition with eastern cities

Language barrier Culture barrier


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The Campaign

1. Background Problems

2. Objectives

3. Situation Analysis

4. Target market profile

5. Big Idea

6. Strategies & Channels

7. Budget8. Timeline

9. Evaluation


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Objectives

1. To raise international markets

awareness about the South West

2. To encourage Chinese visitors tovisit WA

3. To give a positive personality to

clients brand


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SWOT Analysis

The SouthwestInternational Insight

STRENGTHS

Proximity - not far from Perth

Sense of adventure: Outdoor activities (camping,

fishing)

Escape from the stress or the everyday life

routine: hotels (luxurious), massage, romanticgetaway

Luxurious places: wineries, restaurants

Australians are welcoming

Low violence rate

WEAKNESSES

Low density (low population)

Small towns

Not many choices of activities (only outdoor

activities)

Only interesting 6 months a year (too cold in

winter)

OPPORTUNITIES

Build a good reputation

Increase the density of the areas

More attractions

Rising tourism market

THREATS

Competition with other Australian regions

Bad reputation

Economy: currency (high Aus dollars)

Possible increase of violence/crime against

foreigners.


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SWOT Analysis

WAChinese Visitors Perspective

STRENGTHS

Proximity - not far from Perth

Sense of adventure: Outdoor activities (camping,

fishing)

Escape from the stress or the everyday life

routine: hotels (luxurious), massage, romanticgetaway

Luxurious places: wineries, restaurants

Australians are welcoming

Low violence rate

WEAKNESSES

Low density (low population)

Small towns

Not many choices of activities (only outdoor

activities)

Only interesting 6 months a year (too cold inwinter)

OPPORTUNITIES

Build a good reputation

Increase the density of the areas

More attractions

Rising tourism market

THREATS

Competition with other Australian regions

Bad reputation

Economy: currency (high Aus dollars)

Possible increase of violence/crime against

foreigners.


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Target Market

International visitors

Chinese visitors

149800

77200

69800

62700

46600

31000

30200

26900

22400 15400

W.A. visitors in 2011

1 UK

2 Singapore

3 New Zealand

4 Malaysia

5 USA

6 Germany7 Indonesia

8 Japan

9 South Africa

10 France


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International Visitors

80% of them are between 18 to 38 yo

They are Experience Seekers type:

Love to travel; engage with locals; like self-discovery and education; interested in culture; want

to challenge themselves.

We will mostly focus on, but not limited to, Europe,

USA and Asia (excluding China).


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Europeans Americans Asians(excluding China)

Self-challengers

Cocoon travellersComfort and learning

Taste and try

Pushing boundaries

Self-challengers

Travel in styleRoots

Home from home

Self-challengers

Cultural explorersTravel in style

Collectors

First timers

Comfort tourists

Functional tourists

International Visitors


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Chinese Visitors

3 key profiles:

1. Self-challengers

2. Sightseers3. Ready to leave


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Chinese Visitors

Self-Challengers: 25-34 yo Sightseers: average age 39 yo Ready to Leave: 18-24 yo

Mostly married but

singles live alone;

University educated;

Fluent English;

Own car and electronicgadgets;

Work for international

company;

Like to get under the

skin of a destination;

Experience the true

culture and people

away from the touristic

trail.

Married men with kids;

High personal and household

income;

Own house, car

Live in Guangzhou;Not interested in adventure;

Seek public status from luxury

goods and places;

No immersion in culture and

locals;

Visit safe destinations to affirm

their position in the society;

Travel with 6 or more people;

Travel as part of an organised

group tour.

Likely singles

Low income

Less likely to own a

house, car

Love adventureLike to explore a

different world

Want to experience a

different lifestyle.


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Chinese Market

0

50000

100000

150000

200000

250000

300000

350000

400000

450000

500000

Australia W.A.

Visitors

Chinese visitors to Australia


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Tourists Insight

Language barrier

Cultural barrier

Want to experience local culture Lack of awareness


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Big Idea: Live Up Your WA

Concept:

1. Choose how you want

to have your experience

2. Pick your WA guide

3. Connect with your

guide

4. Plan your own itinerary,OR let your guide plan

it for you


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Ecotourism in the Southwest

Activities:

1. Whale watching

2. Tree planting

3. Horse trekking

4. Cave exploring

5. Stargazing

6. Endangered faunaconservation program


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Raising Awareness: Exposure

Channels:

1. Outdoor advertising

2. Commercials3. Merchandise (exclusive to Chinese market)

4. Partnership with SCA

5. Online promotion


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Channel 1: Outdoor & Print Media

1. Posters

2. Billboards

3. Elevator doors4. Escalator barriers

Allocated budget: $1,250,000


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Poster series: International


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Elevator Doors Ads: International


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Poster series: China


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Poster series: China


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Channel 2: Commercials

1. TV

2. Youtube and Youku3. Cinemas

Allocated budget: $500,000


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Channel 3: Merchandises (China)

Tourism WA umbrellas

Tourism WA chopsticks holders



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Channel 4: Southern China Airlines

1. Ads on SCA website

2. Tourism WA booths in SCA terminal

3. Coverage on SCA air magazine4. Airplane painting



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Channel 5: Website & social media

1. Tourism WA website -

multilingual

2. Facebook and Renren



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Total Budget

Outdoor: $750,000

Print media: $500,000

Commercials: $500,000

Merchandises: $750,000

Partnership with airline: $550,000

Website and social media: $10,000

Guide training: $1,000,000

Total: $4,060,000


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Campaign Timeline

1. Market research:

OctoberNovember 2011

2. Media planning and buying:

December 2011

3. Campaign period:

JanuaryDecember 2012

4. Evaluation and monitoring:

During and post-campaign


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Evaluation

1. Website

Google AdWords to promote the website and

measure traffic

2. TV commercials

Survey and ratings

3. Outdoor ads and merchandisesSurveys


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Thank you for your kind attention.

ADV3112 Tourism WA

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