COOPERATIVE ADVERTISING PROSPECTUS...CAMPAIGN LAUNCH CAMPAIGN TEASER Educate on ‘what is a...

‘ E N T E R T H E B I O S P H E R E ’ C A M PA I G N CO O P E R AT I V E A DV E R T I S I N G P R O S P EC T U S

UPDATE – 29 JULY 2020

P R O S P EC T U S OV E R V I E W

2020 has been a challenging year for destination Noosa. Whilst we’re recovering and navigating our COVID-safe future and ensuring our tourism industry is sustainable for years to come, we believe it’s imperative to continue marketing Noosa as the best destination in Australia to visit.

Whilst we are working with changing goal posts in relation to both international and domestic travel, we recognise the importance of remaining front-of-mind for travelling Australians.

Although the environment is changing rapidly, we plan to be in market throughout the 2020/21 financial year. Cooperative opportunities will be communicated to members in stages to ensure we have the most relevant placements, accurate information and the best channels available.

This newly implemented joint advertising plan is designed to include members of all levels and ensure they can leverage from the campaign whilst we are in market from late July.

Enter the Biosphere Campaign Program: July 2020 – October 2020Destination Cooperative Program: November 2020 - June 2021

2 0 2 0 2 0 2 1

J U NM A YA P RM A RF E BJ A ND E CN O VO C TS E PA U GJ U L

Enter the Biosphere Cooperative ProgramJuly 2020 – October 2020

Destination Cooperative ProgramNovember 2020 - June 2021

Includes seasonal activity (publications, school holiday activity, forward booking campaign etc.)

C A M PA I G N OV E R V I E W

E N T E R T H E B I O S P H E R E

Noosa is a rare location that has worked hard to achieve and maintain UNESCO biosphere reserve status.

With our genuine and pristine environmental credentials and expertise in ‘people and nature living together in harmony’ we hold a true, unique value proposition in both the Queensland and Australian markets.

How we demonstrate this unique value proposition through the use of visual mediums, language and messaging is central to this campaign, in order to cut-through the multitude of tourism campaigning that will be prevalent in a cluttered marketplace in weeks and months to come.

Tourism Noosa’s new campaign “Enter the Biosphere” will be targeted at our local drive market and the interstate market. The campaign will be nimble and versatile in order to combat any changes that may arise due to COVID-19.

We have developed this campaign in line with feedback from stakeholders and research provided by Tourism Australia and other industry leaders over recent months. This research has suggested that Noosa is a highly sought-after Australian destination and travellers are looking for environmental, eat and drink and outdoor experiences. Throughout the campaign, we will be leveraging off these reasons to travel.

EXAMPLE ONLY

C A M PA I G N O B J EC T I V E S

Noosa’s drive market is our

primary audience for this

short-term plan.

Brisbane,

Toowoomba,

Gold Coast,

Northern NSW,

north to Bundaberg);

We are developing some

key media partnerships

with lifestyle-based

N O O S A ’ S TO U R I S M R E C OV E R Y M A R K E T I N G P L A N

Bundaberg

Noosa

BrisbaneGold Coast

Toowoomba

1: Drive Market

Sydney

Melbourne†

2: Domestic Market + New Zealand†

Cairns

A U D I E N C E S EG M E N T S *

G EO G R A P H I C D E M O G R A P H I C P S YC H O G R A P H I C

‘Nature as a life force’ sentiment: outdoor lifestyle, water activities, affluent adventurers

‘Clean & Green’: green travel enthusiasts; people seeking safe, nature-based destinations

Food tourism

Visiting friends & relatives market

• Noosa’s drive market (Brisbane, Gold Coast, Toowoomba, Sunshine Coast, north to Bundaberg) is a priority market post-COVID-19, while aviation and border movement rebounds over the coming months

• Direct flights to and from Cairns begin mid July, making tropical North Queensland region a marketable geography for Noosa.

* UQ Business School Report by Gabby Walters; YouGov Travel Monitor, June 2020;

Australian Multi-Generational Travel Trends report by Expedia Group;

Tourism Australia’s Domestic Tracking report derived by BD from Blue North.

• Millennials & Generation Z segments show a higher propensity than any other segment to travel sooner and spend more when travelling, according to several sources.These generations cover people born between 1981-2009.

• Baby boomers who repurpose cruise holidays with domestic travel, traditional media used to market to this audience.

• Gen X who are heavily influenced by visiting family and friends, seeking relaxing vacations.

• Sydney, Melbourne and New Zealand are important high-value traveller markets for Noosa and marketing activity will be activated in those regions once borders are opened and aviation routes are re-established.

† When borders open

Living proof of a biosphere experience, creating signature experiences within the Noosa region and educational activations TBC

2420 10

C A M PA I G N L A U N C H

C A M PA I G N T E A S E R

L A U N C H

C A M PA I G N S C H E D U L E

Call to action: Enter the Biosphere – book nowMass campaign across key markets, digital and print advertising; Public relations launch to key media

Campaign cooperative advertising program

C A M PA I G N L A U N C H

C A M PA I G N J O I N T A DV E R T I S I N G

P R O G R A M

D E S T I N AT I O N J O I N T A DV E R T I S I N G

P R O G R A M

J U L A U G

6 13 27 3 17

B I O S P H E R E E X P E R I E N T I A L

I N I T I AT I V E S

1914 531 7 21 28 12 26 2116 72 9 23 30 14 28

S E P O C T D E CN OV

Get ready to Enter the BiosphereEducate on ‘what is a Biosphere?’All video via social media

Seasonal cooperative advertising program, followed by destination cooperative advertising program to June 2021

CO O P E R AT I V E A DV E R T I S I N G P R O G R A M OV E R V I E W

I N T R AS TAT E M A R K E T I N G – O P T I O N A L E X T R ASPlacement in August.

The Courier Mail Brisbane - Saturday PublicationsInclusion in full-page advertising in 2 x Saturday editions.

Co-operative Pricing $1,200 - single spot in 2 x editions $2,200 - double spot in 2 x editions

8 S P OT S AVA I L A B L E

Saturday Readership:

326,000

TN Destination advert (top half)

Coop spots (bottom half)

Opportunity to purchase 2 x coop

spots to create a feature

Single coop spot approx 50 x 75 mm

Double spot example

placementSingle spot

Visit Noosa Channels

Facebook and Instagram advertising (4 wks)

Social story preview

Consumer eDM inclusion x 2

VisitNoosa itinerary inclusion x 2

Campaign Microsite Listing

The Weekend Edition (TWE)

Business listing (multiple listings POA)

P L U S +

Custom eBlast banner (eDM)

Thursday eNews (eDM) - large article

Sponsored Facebook post

Top desktop MREC on website (1 week)

Top mobile MREC on website (1 week)








Business listing

P L U S +

Custom eBlast article

Thursday eNews - best available banner

Sponsored Facebook post

Best available MREC on website (1 week)








Business listing

TOTAL INVESTMENT: $1,090Investment / month: $272.50

TOTAL INVESTMENT: $4,410Investment / monthly: $1,102.50

TOTAL INVESTMENT: $7,680Investment / monthly: $1,920

Payment plan negotiable

PAC K AG E O N E PAC K AG E T WO

J O I N T A DV E R T I S I N G O P P O R T U N I T I E S We have designed a number of buy-in opportunities for you to leverage so you can integrate them into your existing marketing program, based on your business needs and budget.

Examples of each campaign inclusion can be found on the following pages.

1

2

3

4

6

7

9

11

12

13

14

8

10

These opportunities will be in market until the end of October 2020.

PAC K AG E T H R E E

5

Perfect for business and village groups

4 O N LY 3 S P OT S L E F T 1 0 O N LY 4 S P OT S L E F T 1 5 O N LY 2 S P OT S L E F T

C A M PA I G N E L E M E N T S

1 Facebook and Instagram advertising

This includes paid advertising to key audience segments with targeted messages to encourage consumers to visit the Visit Noosa website and book now.

TO U R I S M N O O S A P L AT FO R M S

2 Social Story Preview

Tourism Noosa will utilise existing and curate new imagery to create a story on social media, directing viewers to the business listing on the Visit Noosa website.

Social Media: 160,000 followers

Website: 41,000 unique visitors / month

eDM: 23,000 subscribers

Campaign Microsite

3 Consumer eDM

Five eDMs will be sent during the campaign to the Visit Noosa database. This database is made up of more than 23,000 active subscribers across Australia and the world.

4 Visit Noosa website itinerary inclusion

Feature in an itinerary on the Visit Noosa website throughout the campaign. This post will highlight the best of your business and encourage visitors to explore more of Noosa.






Campaign Microsite

5 Enter the Biosphere Microsite

Business listing on the microsite ‘Offers’ page which will link to visitnoosa.com.au – Either your Book Easy listing (if available) otherwise to your member listing.






Campaign Microsite


6 Business Listing on website

theweekendedition.com.au/stumble-guide

D R I V E M A R K E T M E D I A PA R T N E R S H I P : T H E W E E K E N D E D I T I O N

Business listing Business listing detail

Facebook: 9,000 reach per post



This Brisbane and Gold Coast based digital publication targets high income earners and is built on the philosophy “Sleep In. Slow Down. Enjoy.” The Weekend Edition uncovers incredible experiences around food and drink, fashion, design, property, culture, people and events. This digital publication has impressive conversion rates with up to 70% of their audience visiting a location The Weekend Edition has covered.

https://theweekendedition.com.au/stumble-guide/


7 Custom eBlast – Best available banner ad on eDM

T H E W E E K E N D E D I T I O N

eDM

8 Custom eBlast – Small article on eDM



9 Thursday eNews – large article on eDM

10 Thursday eNews – best possible banner ad on eDM

eDM



11 Sponsored Facebook posts

These sponsored posts will link to native articles on The Weekend Edition website.

13 Desktop Top MREC Ad

theweekendedition.com.au

TO P M R EC

12 Desktop best available MREC

Similar to 11 (to right), but will appear in the best available space.

14 Mobile Top MREC Ad

theweekendedition.com.au

TO P M R EC

https://theweekendedition.com.au/https://theweekendedition.com.au/

N AT I O N A L M A R K E T I N G – O P T I O N A L E X T R ASThese optional extras are available to all members with a website listing – first in best dressed!

National Magazine – National coverageInclusion in full page ad (4 x advertisers) $1,300 per publication

This opportunity is for part of a full-page ad in Gourmet Traveller. This exclusive opportunity is open to just four advertisers per publication.

Gourmet Traveller 230,000+

4 O N LY 1 S P OT L E F T

High-impact digital advertising in the Hastings Street Noosa Inspiration Centre.

1. Street-front digital display advertising Adds value to the visitor experience outside the normal operating hours with your offer or experience. A high quality digital image projects onto a street-front screen running from dusk till late, 7 days a week, 365 days per year, promoting your business to the visitors who stroll along Hastings Street on their way to dinner, or maybe just out for an evening ice cream. A choice of formats – either still image presentation or moving footage format.

2. Internal digital display advertisingA prime position video screen, situated above the main information counter, with an 84 inch full colour LCD LED screen visible as you stroll down the street. This high impact vision runs during business operation hours, 7 days a week (except Christmas Day).

Ads should be supplied in the following standard size: • HD video – 1920px wide × 1080px high• Artwork is subject to approval by Tourism Noosa

FROM $140 excl. GSTHD VIDEO AD DISPLAY (PER MONTH)

MONTHLY ADVERTISING COST

N O O S A I N S P I R AT I O N C E N T R E – H AS T I N G S S T R E E T

D I G I TA L D I S P L AY

Level Duration Cost per month (incl GST)

1-3 months

4-6 months

7-12 months

Level 1 Up to 15 sec $170 $150 $140

Level 2 Up to 60 sec $275 $250 $240

Level 3 60 sec to 3 min $390 $350 $340

The Visit Noosa website hosts several opportunities for members to suit any budget. The website will play host to the “Enter the Biosphere” campaign, driving traffic to the website to encourage bookings and further research on consumers next trip to Noosa!

This opportunity can be extended past the campaign to ensure visitors to the website always have access to your business.

V I S I T N O O S A W E B S I T E

Home Page – Hot Deals

$350 / month

8 3 O P P O R T U N I T I E S L E F T

Book Now – Accom

$250 / month

4 O P P O R T U N I T I E S

Book Now – Experiences

$100 / month

4 1 O P P O R T U N I T Y L E F T

Website 41,000 unique

visitors / month

*All of these listings will also appear under the “All Offers” page on the Visit Noosa website.

SOLD OUT

J U L Y A U G U S T S E P T E M B E R O C T O B E R

1912528211473124171032720136 26

Social Media

EDM

PR & Media

The Weekend Edition

YouTube Pre-roll

Digital Remarketing

Gourmet Traveller

CHANNEL

TN E

NTE

R T

HE

BIO

SPH

ERE

CA

MPA

IGN

Courier Mail QWeekend

Sydney Morning Herald

TBC

TBC

A DV E R T I S I N G C A L E N DA R

B O O K N OW

Terms and Conditions To participate in the campaign, members must have a listing on the Visit Noosa website. By signing this booking form, you are agreeing to our cooperative advertising terms and conditions:

1. This co-op marketing program is based on a first-in-best-fit basis. This is at the discretion of Tourism Noosa.

2. Only members of Tourism Noosa may take part in this program.

3. Advertisers must represent a: a. Business that is a member of Tourism Noosa; or b. A product of a Tourism Noosa member.

4. Advertisements must not feature or link to a site which refers to any other business that is, or likely to be, a competitor of Tourism Noosa.

5. Claims in advertising must not be: a. False; b. Misleading, deceptive or exaggerated; or c. Negative about another member’s product or service.

6. Tourism Noosa takes no responsibility for the content or execution of third-party advertisers in this campaign.

7. Lack of compliance with any of these requirements may result in the refusal of permission to advertise, or to continue to advertise, in this campaign.

8. Tourism Noosa has full editorial control over the content of this program.

9. Payment for inclusion in the campaign is within 14 days of invoicing and must be paid prior to the campaign going live.

10. Changes to the campaign schedule due to environmental and market conditions outside of our control may be made at any time at the discretion of Tourism Noosa.

Packages

Package One $7,680

Package Two $4,410

Package Three $1,090

Mobile phone

Email address

SignatureDate

DD YYYYMM

Booked by (your name):

Business name

WebsiteBusiness phone number

First in Best Dressed! To secure your spot, please book by: Friday 7 August 2020

Marketing add ons:

The Courier Mail – Single spot $1,200

The Courier Mail – Double spot $2,200

Gourmet Traveller – Print ad $1,300

Noosa Inspiration Centre – Digital Display $140+ (Pricing page 19)

To book, please fill out the following form and return it to [email protected]

FO R M – F I R S T I N B E S T D R E S S E D

Visit Noosa Website per mth for 3 mths

Home - Hot Deals $350

Book Now Accommodation $250

Book Now Experiences $100

SOLD OUT

mailto:support%40tourismnoosa.com.au?subject=

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