Fresh Eyes - Local Government NSW Eyes Andrew Mashma… · PESTLE analysis Markets Targeted ... LG...

Fresh EyesA collaboration

between Central West Tourism,

CENTROC & CSU Students for Tourism

Andrew MashmanFaculty of [email protected]

@amashman

mailto:[email protected]

Night Sky Tourism ?

• In 2014, final year marketing students went to work for CENTROC and Central West Tourism

• The project/brief was to investigate night sky tourism and the potential to leverage existing properties including the “Unearth” campaign.

• Findings ? Clever collaborations, opportunities in search, social media and technology.

LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman

Night Sky Tourism - The Process

• Get a brief, launch it to the students

• Jenny Bennett (CENTROC) and Lucy White (CW Tourism) meet with students and speak to the brief

• Students in teams, address the brief using a structure which reflects the learning objectives of the subject and assessment requirements

• Students in teams present their findings and recommendations to the client (BRC Chambers in 2014)

LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project

@amashman

Figure 2.1 Strategic fit

Unearth the Night Sky

• Central NSW has an enormous number of natural tourism assets which Other assets which, following development, could be strong supporting magnets for the top ten assets as listed in the Destination Management Plan (DMP).

• The night sky is one such asset – a magnificent natural wonder not available to city residents, and one which offers opportunities for activity providers and for aboriginal interpretation.

• At 30 degrees latitude, Central NSW provides one of the best views into the heart of the Milky Way.

• ¾ of the 2,000 Pulsars (neutron stars) in our nightsky were discovered in Central NSW.

• The Dish is recognised by the Wiradjuri people as the ‘Big Ear’

• Aboriginal Dreaming and the night sky.


@amashman

The Great Southern Ocean Star Party


@amashman


• https://www.youtube.com/watch?v=ZUVwCBQbv38

Global Business - Portugal

https://www.youtube.com/watch?v=ZUVwCBQbv38

Google - then and now


Youtube.com The worlds 2nd

most used search engine


Trip

advi

sor.

com

.au


Travellers use www.tripadvisor.com.au


http://www.tripadvisor.com.au/

Pinterest.com users (Pew Research(US))

Travel decision makers ?


Links and resources

• 23 events for 2015

• Leverage ambient commentary and social media

• Have participation using technology and Social Media


What the students thought !


Under The Night Sky’s Strategic Marketing Plan

2014

RESEARCH

Internal SWOT analysis

External PESTLE analysis

MarketsTargeted

Audiences


@amashman

STRATEGY

Niche Market

Low Cost

International Targeting

Promote Central West’s Assets

Low cost because as our findings mentioned our audiences like

value for money. This only includes the activity or service as consumers don’t consider travel

and accommodation


A niche market because it allows us to be able to target specifically

and more effectively

We present to you . . .

“The real-world treasure hunt that's happening right now, all around you. There are 2,503,174 active geocaches and over 6 million geocachers

worldwide.” (https://www.geocaching.com/ )

Worldwide Phone or GPSTreasure Hunt

Cache Customised Tags Share experienceLG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman

https://www.geocaching.com/

CSU a resource for the Region

• Intellectual resources & Physical resources

• Talented resources available to you through work placement (core in business degrees) and internship.

• Assessment integration opportunities

• Ideas, spaces, heads and hearts for ideas that you haven’t imagined before !


Thank You !


Fresh Eyes - Local Government NSW Eyes Andrew Mashma… · PESTLE analysis Markets Targeted ... LG...

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