What’s It All About?‘My Southern Highlands’ is an Innovative & Integrated Destination Program aimed at developing VFR market & positioning Southern Highlands as a ‘Short Break’ Destination

Set the Scene

Where? – Population 45,000 (17 Small Towns & Villages)Home of Sir Don Bradman (Bowral) & Nicole + Keith

Who? – Destination Southern Highlands is a business unit of Wingecarribee Shire Council with a Industry Membership based structure of approx 300

When? – Program has been running for 6 years

How? – ‘On the smell of an oily rag’ = funded from Membership Income approx $30k pa

Why We Do It?

TRA LGA Profiles of 2007 – High level of VFR

1. High cost of traditional marketing & advertising ‘noise’ 2. Own & Control the communication channel3. No real destination competition4. Lack of local knowledge of “what’s in my backyard”5. Need raise profile & value of Tourism in community6. Opportunity to ‘personalise’ region, industry & stimulate new business

My Southern Highlands was originally developed tocreate local tourism Ambassadors & reward localsfor referrals via Industry Deals & Discounts

Current Program ObjectivesEvolved since 2007

Build on existing VFR Program, Visitation, length of stay,$ spend, regional dispersal

NOW Build Community Pride Create More Tourism Ambassadors Buy Local/Shop Local ‘Personalise’ Tourism Industry Increase Operator Deal Voucher Redemptions Increase Database contacts Drive Traffic to MSH website & thru doors of VIC Instill FUN into Program Become leaders in VFR Market •

Program Evolution

2008 – Discount & Rewards Booklet for Locals to share with VFR2012 – Rebrand ‘Crown’ = Badge of Pride/Heritage/King or Queen of My Backyard> Polarised Community > New suite of marketing tools (website/App/E-dms/Vouchers/E-cards& use of Social Media)2013 – Region Branding & MHLH Fun Campaign

Campaigns (2012-13)

2

1. Share Your Story (July-Sept 2012)Locals sharing their stories about Southern HighlandsPosted to MSH website mysouthernhighlands.net.au & Share with VFRIncentivised = WIN Banquet for 10. VOTE for best story = Discount Deals

2. Share Your Photo (Sept-Dec 2012)As aboveIncentivised = Day with leading photographer + Accom/Meals

3. Winter Shorts Breaks (Jun-Aug 2012)$150k multi media advertising campaignLocals telling their stories & rewarding VFR & visitors for coming via Deals/Discounts

4. My Heart Lives Here (Apr-Sept 2013)6 month campaign = local challengePhotos/30 sec video including MHLH logo Incentive $1000 per month x 6

Campaigns Strategies

1. Brand Development

2. Communication

3. Promotions & Rewards Program

4. Point of Sale

Campaigns Strategies Communication Elements

- New MSH Website- Council & Region Website- Council Householder Newsletter- Monthly E-dm- Weekly ‘Deal of Week’- Social Media – YouTube/Facebook/Flicker/Twitter- E-postcards- Local Media/Theatre- Smart Phone App & QR Coding- Redemption Vouchers- VIC ‘Red Carpet Days’

Outcomes (2011/12 v 2012/2013) Increased Unique web visits = 150% 5,927 v 17,812 App usage = 302% 80 v 322 Increased database contacts (emails/Facebook) = 50% 10,000 v 15,000 Increased Operator Redemptions = 83% 1,800 v 2,965 Increased VIC visitation Increased Destination Awareness Increased Community Pride

Challenges Redemption Stats Collection from Industry ‘User Pays’ – industry buy in Budgets Keeping it Fresh & Different Making it easy for locals to access & engage