SINGAPORE & MALAYSIA - Tourism Western Australia Library/Markets Events...Singapore &Malaysia Full...

TOURISM WESTERN AUSTRALIA

MARKETING FORUM 2015

SINGAPORE & MALAYSIA

PRESENTED BY: Ee Lian Lee & Suzanne Lim

APRIL 2015

Senior ConsultantStrategic Marketing

Part-time

Eelian Lee

Marketing ManagerSingapore and Malaysia

Full time

Suzanne Lim

Marketing ExecutiveSingapore and

Malaysia

Suhaila Bahari

Marketing CoordinatorSingapore &Malaysia

Full time

Senior Consultant PR

(Contractor) -Part-time

Selena Oh

Singapore and Malaysia Market Team

Head Office Key Contact

Peter KempInternational MarketManager, Singapore & Malaysia

Agenda1. Market status

2. Target Audience

3. Challenges

4. Market Trends

5. Market Strategies – Trade, Consumer and PR

6. The role of Events

7. Market opportunities

Singapore

Singapore Visitors to Western Australia

Year on Year Change

Source: Tourism Research Australia, International Visitor Survey

YE: Year Ending. YOY: Year on Year

13.4%

-6.7%

14.5%

0.3%

-1.6%

-4.9%

3.8%

29.8%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Vis

ito

rs

YO

Y %

ch

an

ge

% Change (year on year) Visitors

Singapore Visitor Spend in Western Australia

Year on Year Change



32.8%

-4.7%-6.9%

18.1%

-11.8%

-0.9%

5.0%

21.1%

$0

$50

$100

$150

$200

$250

-15%

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Sp

en

d (

$ m

illio

n)

YO

Y %

ch

an

ge

% Change (year on year) Spend ($ million)

Singapore Visitors to Western Australia

Seasonality

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending

0

2,000

4,000

6,000

8,000

10,000

12,000O

cto

ber

No

vem

be

r

De

cem

be

r

Ja

nu

ary

Fe

bru

ary

Ma

rch

Apri

l

Ma

y

Ju

ne

Ju

ly

Aug

ust

Sep

tem

be

r

Mo

nth

ly A

rriv

als

YE Sep-12 YE Sep-13 YE Sep-14

Singapore Visitors - Purpose of Visit

Year Ending September 2014



% of visitors to Australia / Western Australia

53%

31%

18%

5%

56%

31%

12%

4%

Holiday/leisure VFR Business Education

Australia Western Australia

11%

25%

28%

19%

12%

5%

36%

47%

17%

15 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+




Singapore Visitors – Age


8%

23%

27%

19%

17%

6%

31%

46%

23%

Malaysia

Malaysia Visitors to Western Australia

Year on Year Change



13.5%

-3.3%

47.3%

3.2% 3.9%

-1.1%

7.0%

12.2%

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

-10%

0%

10%

20%

30%

40%

50%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Vis

ito

rs

YO

Y %

ch

an

ge

% Change (year on year) Visitors

Malaysia Visitor Spend in Western Australia

Year on Year Change



33.9%

10.8%

16.1%13.9%

-14.5%

13.2%

-8.4%

15.6%

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$200

-20%

-10%

0%

10%

20%

30%

40%

YE Sep.'07

YE Sep.'08

YE Sep.'09

YE Sep.'10

YE Sep.'11

YE Sep.'12

YE Sep.'13

YE Sep.'14

Sp

en

d (

$ m

illio

n)

YO

Y %

ch

an

ge

% Change (year on year) Spend ($ million)

Malaysia Visitors to Western Australia

Seasonality

Source: Department of Immigration and Border Protection (State of Intended Residence: WA, Category of Traveller: Short Term

Visitor Arrival)

YE: Year Ending

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

9,000

Octo

ber

No

vem

be

r

De

cem

be

r

Ja

nu

ary

Fe

bru

ary

Ma

rch

Apri

l

Ma

y

Ju

ne

Ju

ly

Aug

ust

Sep

tem

be

r

Mo

nth

ly A

rriv

als

YE Sep-12 YE Sep-13 YE Sep-14

Malaysia Visitors - Purpose of Visit





54%

40%

8% 7%

52%

39%

6% 6%

Holiday/leisure VFR Business Education


14%

24%

18%

19%

19%

6%

38%

37%

25%

15 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+




Malaysia Visitors – Age


11%

23%

20%

19%

21%

6%

34%

39%

27%

Singapore & Malaysia Target Audience

FIT

• experience seekers – gourmet. Self drive,

soft adventure (repeat visitors)

• Holiday/Leisure

- Families

- DINKS

- Singles

• VFR

• Secondary cities beyond KL/Klang Valley

• Some of them prefer taking day tours

• MICE Segment

Dispersal

Experience Perth

Australia’s South West

Australia’s Coral Coast: Kalbarri/Monkey

Mia

5/7 day holidays

Singapore & Malaysia Market Challenges

• Competition from other states

• Attractive airfares & easy access to competitive set, i.e. Korea, Japan,

Taiwan, Europe

• Media/PR coverage

• Increase dimensions to travel for repeat visitors

• Domestic access/transport infrastructure

Singapore Market Trends • Booking Patterns are changing to last minute, i.e. less than a month before

travel

• Price sensitive – conscious and compare prices with other destinations

• Consumer booking patterns suggest that consumers are moving towards direct

sales/booking (search multiple sites to find deals)

- flights

- flights/car hire

- flights/car hire/accommodation

• Looking for new experience – unique (can’t buy in Singapore or other Australian

cities)

• Low cost carriers – means more disposable income for ground experiences

• Low cost carriers expanding network in Singapore to more favourable

destination increases more competition

• Closest Western destination, same time zone, growing access

• High repeat visitors

• Research destination on-line and word of mouth, reading travel blogs

• Economy stable – forecasted growth of 2%-4% for 2015

• Good trade relationships

• Lots of long weekends to plan for quick getaway

Malaysia Market Trends 1. Influence of OTAs medium but increasing interests from consumers.

2. Air Asia has changed booking patterns of consumers.

3. Hard to secure co-op funding with trade partners for campaigns.

4. Muslim market potentially growing & untapped.

5. Incentive market strong – good demand for short haul destinations.

6. Consumer more on-line savvy – bookings/research.

7. Blogs important/influencing customer’s choice of holiday destinations.

8. Trade searching for new products and experiences to include in their packages.

9. Australia’s competitive set – Sydney and Victoria most popular.

10. Trade – changing to FIT from GIT (KL focus).

– Secondary cities – more GIT – not fully explored by WA

11. Aviation – consumers booking low cost carriers – AAX

– MH – Incentive business.

– SQ – high yield – most expensive.

Singapore & Malaysia Goals • To change consumer’s perception of Perth.

• Increase dispersal to other regions

• Increase length of stay: 5-7 days

• 2015 - many long weekends to capitalize on, so need to align campaigns/airfare

offers

• Self-drive: all segments & niche for Caravan & Camping

Singapore Market Strategies

Consumer – major focus

1. Digital – Facebook – local engagement

Focus slightly more on OTAs as sales conversions are better, such

as Cheap Tickets/Zuji/Orbitz

2. Advertising

• radio competitions √√√√

• radio/DJ famil trips √√√√

• Reality TV *

• Sponsored Advertorial

• TA support – broadcast opportunities

• Non-traditional partners – database/retail display/point of sales

materials, etc

• To further build awareness on events in WA with the support from

Events Division; i.e. build on gourmet campaign from past 2 years

experience

Singapore Market StrategiesTrade

• Campaign support

• Value adds

• Training/Famils – front liners or Product Planners

• Introduce new experiences/products/regions (Industry)

• Trade Campaign focus on retail agents

• NATAS/Travel Revolution fairs – WA focused packages

Airline

• SQ – high end – tactical offers

• Scoot – short breaks/family regions

• Jetstar – short breaks: targeting expats

Malaysia Market StrategiesConsumer

PR

• Broadcast

• Non-traditional partners

• Activation

• “The next big idea”

• Support TA activation ideas

Digital Strategy

• Engage Bloggers as ambassadors – famil to promote the destination.

• Paid Media - Banner advertisements/video

• Travel Sites

• Partner sites

Malaysia Market Strategies• OTAs

– Industry Opportunity

– Destination awareness to consumers

– Hotelclub.com/Agoda, etc

– Tactical

• VFR Campaign – digital focus in conjunction with aviation partners.

Trade

Coop Campaigns

• Provide value adds such as Buy 2, Free 1

• Industry behind the market with new/exciting product offering - Changing face

of WA.

MATTA (TWA only)

• Consumer interaction

• Support Trade

WA Consumer/Trade Show

• WA travel show at shopping mall

• Alternatively leverage airline travel show

Trade ActivitiesPartnership marketing campaigns

SIA/TA/TWA• November 2014-June 2015

• An integrated co-op campaign with the other states

• Leveraging on Tourism Australia’s There’s Nothing Like Australia marketing assets –Restaurant Australia

• Marketing platforms include: Print, digital, mobile, radio, out-of-home

• Online Campaign delivered approx. 1,246,255 impressions and 2,529 clicks.

Jetstar/TWA• March – May 2015

• An integrated co-op campaign on print, digital & Jetstar’s marketing assets

AsiaOne Homepage Leaderboard AsiaOne Homepage IMU

Straits Times Homepage Leaderboard Straits Times ROS IMU

Social Hub Postings

JetmaileDM

JetstarLanding

Page

Print ad

Homepage & MREC banners

Consumer ActivitiesConsumer/PR/Media

• Leveraged key events in WA to:

- increase dimensions to travel

- create urgency to travel on specific dates

- provide PR opportunities

• Singapore - Executed an aggressive gourmet theme consumer

direct campaign – media ads/PR activities & partnerships with

influential non-traditional partners

• Malaysia - a scaled down version

• More direct consumer engagements – partners’ databases &

related marketing/distribution channels, online travel agents

• Continued to build on the Perth & Experience Extraordinary

Branding through an efficient media mix

Gourmet Campaign 14/15 WA integrated gourmet campaign (trade & consumer marketing) – August to November 2014

There are 3 key elements to this campaign:

1. Focus on MRGE from 24 Aug – 30 Sep 2014 in conjunction with NATAS Aug 2014 (Singapore)

• Online Campaign delivered approx. 18 million impressions and 16,222 clicks to MRGE website.

• Print (Press and Magazine) - Multiple insertions in high reach publications to drive mass awareness

• Adopted Advertorial format with tactical offers to drive appeal and educate readers via informative & engaging content

• Value-adds: Editorial write-ups to drive additional exposure of Gourmet Escape event. Achieved ROI of 2.9X with media negotiations

Gourmet Campaign 14/15

2. Chan Brothers Self-drive Gourmet Theme Convoy with celebrity blogger (Aug 21–Nov 17)

• Self-drive convoy with Daniel, food blogger

- Perth, AGO & ASW and MRGE

• Promoted through print, radio, digital, mobile, EDMs.

• Daniel Food Diary -138,770 Instagram followers and 26,847 FB fans; great PR and exposure to foodies

Gourmet Campaign 14/15 3. EAT, DRINK, BUY WA

a. Singapore - Partner with 9 travel partners to promote 2 gourmet packages:

Gourmet Campaign 14/15 3. EAT, DRINK, BUY WA

b. Partnered with 8 retailers, 2 importers and ANZ Bank and SFFC and City of Swan on an aggressive WA food theme consumer campaign

• Ran retail promotions and contest (4 pairs of prizes to visit MRGE & Southern Forest)

• Encourage consumers to EAT, DRINK, BUY WA products with the retail partners/ANZ card

• Gain exposure through partners distribution channels, POS displays, social media, etc.

• NTUC (Largest Supermarket chain in SG), included on-site consumer engagement with radio DJ via live roving reports

• TWA hosted media to cover MRGE ASW & Southern Forest in Nov in conjunction with winners’ trip for additional PR exposure

Gourmet Campaign 14/15Malaysia - WA integrated gourmet campaign (trade & consumer marketing)

• Chef Wan Gourmet Tour (incl MRGE) – also promoted in Malaysia through Brand and tactical advertising with 2 trade partners (Note: Chef Wan was also an invited guest of RA-IWTD)

• Worked with City of Swan to customise a one day experience in Swan Valley with Chef Wan, involving gourmet trails, tasting and a cooking demonstration

• Tourism Australia & Tourism WA - hosting 2 writers, a photographer & videographer on Chef Wan’s trip for additional PR exposure & to produce a WA gourmet tour booklet & videos post-trip

Gourmet Campaign 14/15EAT, DRINK, BUY WA Campaign Highlights

• Launch event in early Sep 2014, attracted 117 guests – trade partners, retail partners, airline, media, WA Trade, SFFC, SW Devt Council, incl Australian High Commissioner, Mr Philip Green

Fun event with WA food tasting and gourmet experiences showcase, lucky draws, chef interviews & MRGE video, games…

• Involvement of popular local chefs, WA food producers/importers, Voyagers Winery, influential retail chains, POS

Great PR with WA-inspired menu in partners’ cafes/ restaurants (to-date: estimated reach/PR value A$500K)

• A dedicated Gourmet theme WA holiday itinerary/tour brochure & packages distribution through traditional & non-traditional outlets, and including engagement of WA stakeholders

Sales of packages ongoing, to date Singapore = 358 packages, Malaysia = 176 packages

Extraordinary Drives Campaign

• An integrated campaign with a non-traditional partner – Campers Corner, a outdoor adventure retailer in Singapore

• March-June 2015

• Leveraging on Tourism WA’s Caravan & Camping marketing assets

• Marketing platforms include: Print, digital, mobile, out-of-home in Singapore & Malaysia a scaled-down plan

• A camping package & scenic photography tour is being promoted currently in both Singapore & Malaysia

Extraordinary Drives CampaignAd creative sample in Straits Times

Extraordinary Drives Campaign

Yahoo Travel Page & BrandwrapOut-of-home Day & Night Transitional

Posters

Out-of-home Day & Night Transitional

Posters

Extraordinary Drives CampaignCampers Corner Retail Shop Display & Facebook Postings

Public Relations 1. Truffle Kerfuffle June 2014

• Suzanne (The Flavours), Azimin (The Peak Gourmet & Travel) + photographer & Joyce

Huang (ST & Wine & Dine)

2. Female magazine photo shoot to AGO

• TWA supported ground transfers, escort fees and meals

3. MRGE media

• Suzanne (The Star), Wilson (Blogger/Photographer) + videographer, Cheryl

(thesmartlocal.com), Frank (The Weekender) & Adithya (Foodie Magazine)

• Swan Valley, Margaret River, Pemberton

4. David Bowden (freelancer) & Floyd Cowan (Asian Journeys)

• Perth, Swan Valley, AGO, Great Southern Forests in October 2014

5. David Bowden

• Taste Great Southern & EP in March 2015

6. Scoot Dreamliner Inaugural famil

• Bloggers – camemberu.com & misstamchiak.com in February 2015. TWA hosted EP leg

& ASW hosted the MR leg

Public Relations

Event Activity1. NATAS: Aug 2014

2. Scoot Ultimate Take Off: October 2014

3. MATTA: Mar 2015

4. Travel Revolution: Apr 2015

How to enter the Singapore & Malaysia markets

• Ensure your products/services are international ready

• Commissionable rates for your products/services

• Ascertain any niche products/services that sets you apart from the rest

• Establish yourself with local inbound tour operators (ITOs)

• Ensure that your products are included in ITOs itineraries

• Work with OTAs, i.e. Expedia, Orbitz, etc

Industry Opportunities for WATA Partnership

- PR (IMHP) for both Singapore and Malaysia, with broadcast opportunities

Trade Marketing

- Working with KDPs and online marketing partners agents (Wego, Orbitz), to offer new

experiences to consumers

- Plan sales visits and maintain regular contact with ITOs and trade agents

- Support trade partners with destination info/products and marketing assets and collaterals

- Maintain trade-servicing/partnership- training, sales visits, workshops, roadshows, famils

• WATEX – 19 to 25 April 2015

• ATE – June 2015

• TA ASP/KDP Famil, opportunity driven

THANK YOU

QUESTIONS

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