COMMUNICATION OBJECTIVES - Tourism Western Australia Library/Events... · 2016-11-21 · 18/11/2016...
Transcript of COMMUNICATION OBJECTIVES - Tourism Western Australia Library/Events... · 2016-11-21 · 18/11/2016...
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COMMUNICATION OBJECTIVES
To inspire, educate and inform prospective visitors about the diversity of experiences in the Pilbara and Kimberley
To communicate the drivers of appeal – majestic and ancient landscapes, pristine coastal environments, wide open spaces, genuine discovery
To counter the rational barriers – time, cost, effort and distance
How to ‘do’ the Pilbara and Kimberley
Driving conversions for our members
PR & EDITORIAL
Hosting media across the region to showcase attractions and member products
During 2015-16 media coverage included the following:
TV PRINT SOCIAL MEDIAFishing Australia
Destination WA
WA Weekender
Merv Hughes Fishing Show
Today Tonight
The Today ShowWeekend Sunrise
Sunrise
Sunrise Weather
Surfing the Menu the Next Generation
The West Australian
Australian Senior Traveller
Luxury Travel Magazine
Australian Traveller
National Escape, News Limited
Qantas Inflight magazine
RM Williams Outback Magazine
Club Marine
Primo Life, BMW Magazine
Sunday Times
4WD Touring Australia
Instagram Influencers:
Lauren Bath
Pauly Vella
Paul Fleming
Blogger:
Georgia Hopkins
TODAY SHOWWE LOVE AUSTRALIA
SEPTEMBER 2016
Estimated advertising value for the East Kimberley region of $1.7 million to an average audience of 500,000 per half hour segment
Organised by Tourism WA with support from ANW
Website: 137,000 unique page views
Paid Media: 153,721 clicks
Competition entries: 20,871Referrals: 6,571
Facebook: Reach 828,000, Video 88,626
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309,212 visitors in 2015/16
average 26,000 visitors per month
49% of traffic is organic
www.australiasnorthwest.com
SOCIAL MEDIA
FACEBOOK325 posts
Reach: 1,883,20977,700 likes
6440 comments
10,815 shares
Increase to 34,000 fansINSTAGRAM
Increase to 20,000 fans 173 posts
DIRECT EMAILS
ANW Database: approx. 75K subscribers
16 email campaigns sent
Open rate 19% in line with industry
averages
DRIVING CONVERSIONS
Across australiasnorthwest.com, Facebook and direct emails, ANW sent
over 32,000 referrals to members’ websites
TRADE
Mega Famil 2016 32 agents hosted by 30 members over 4 itineraries; 22 members at workshop
TradeshowsExtraordinary Tourism ExchangeWA Cruise ExchangeAustralia Marketplace (USA)Australian Tourism Exchange
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CONSUMER SHOWS
Australia’s North West represented at the following Caravan and Camping shows:
AdelaidePerthMelbourneSydneyBrisbane
Over 6,000 Holiday planners distributed directly to consumers who were actively seeking information on the region.
EVENTS
Distribution 60,00097 member advertisers
Distributed throughout Australia and internationally through Tourism WA offices in Germany, USA, UK, New Zealand, Japan, Singapore and China.
HOLIDAY PLANNER
Inclusion in The West Australian on 17th
March 2016.
Timed to coincide with the Perth Caravan & Camping Show.
32 Bucket List experiences from the 2015 campaign were listed.
KIMBERLEY BUCKET LIST
THE WEST AUSTRALIAN
Strong media partnership with the West Australian has resulted in extensive coverage for the region.
Winner of the Destination Marketing Category at the 2015 WA Tourism Awards
KIMBERLEY BUCKET LIST