Cooperative Marketing Campaign Prospectus - Byron Bay

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Cooperative Marketing Campaign Prospectus - Byron Bay
Cooperative Marketing
                         Campaign Prospectus
                                              March - June 2013

           in association with Bangalow Chamber of Commerce,
Brunswick Heads Chamber of Commerce and Visitor Centre, Business Ashored,
          Byron Visitor Centre, Byron Shire Council, Byron United
Mullumbimby Chamber of Commerce and North Coast Destination Network
                                                  Image by Sharyn Cairns, Destination NSW
Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Stuart Owen-Fox, Destination NSW
introduction
    VIA Byron                                                      Centre, Holiday Letting Organisation
                                                               •   Secretary - Kim Rosen, Brunswick Heads Visitor
    Visitor Industry Association Byron is the Byron Shire’s
                                                                   Centre & Chamber of Commerce, Byron Shire
    official Local Tourist Organisation. Comprised of Shire
                                                                   Council Tourism Advisory Committee
    wide stakeholders working co-operatively to promote
    the development of responsible tourism within the          •   Treasurer - Ben Kirkwood, Byron United, Byron
    Byron Shire for the economic benefit of the region.            Visitor Centre
    This is an incredibly exciting time for the Byron Shire;   •   Media & PR - Kim Dowling, Business Ashored,
    never before has a cooperative marketing campaign of           Ocean Shores Chamber of Commerce
    this scale been implemented.
                                                               •   Member - David Piess, Mullumbimby Chamber of
    Overview                                                       Commerce
                                                               •   Member - Peter Mortimer, Bangalow Chamber of
    This prospectus outlines the marketing campaign for            Commerce
    the Byron Shire, in association with Destination NSW, as
    part of their Regional Tourism Partnership Program.        •   Ex Officio Members - Mayor Simon Richardson and
                                                                   Councillor Chris Cubis
    In accordance with Destination NSW requirements, VIA
    Byron is seeking businesses to invest in the campaign.     •   Mitch Buckley, Project Assistant, Southern Cross
    By doing so you will be part of a $160,000 integrated          University
    marketing campaign over four months during the             Marketing Sub-Committee
    shoulder season.
                                                               •   Jodie Molloy, Evolution Concierge
    The campaign will be undertaken from March 2013
    until June 2013 and form the foundation for VIA            •   Heath Batterham, The Byron at Byron
    Byron’s long-term objective of doubling the number of      •   Kim Dowling, as above
    overnight visitors and their expenditure by 2020.
                                                               •   Kim Rosen, as above
    This prospectus outlines the packages available to
    businesses for involvement in the campaign where you       •   Ed Ahern, Byron United, Byron Shire Council
    can choose to target to one, or more, of the four key          Tourism Advisory Committee
    audiences.                                                 •   Kristina Drapes, North Coast Destination Network,
    Statistics and data is referenced from Destination NSW,        Byron Visitor Centre
    Tourism Research Australia and Byron Shire Council.        •   Joanne McMurtry, Byron Shire Council
    For more information please contact Campaign               •   Peter Wotton, Byron and Beyond
    Manager, Katie O’Rourke of Cake Marketing.
                                                               Media Sub-Committee
    Katie O’Rourke
    p: 0412 387 604                                            •   Kim Dowling, as above
    e: katie@cakemarketing.com.au                              •   Cameron Arnold, as above
                                                               •   Ben Kirkwood, as above
    VIA Byron Board Members
                                                               IT Sub-Committee
    •   President - Cameron Arnold, North Coast
                                                               •   John Gudgeon, as above
        Destination Network, Byron Shire Council Tourism
        Advisory Committee                                     •   Rick Slater & Rick Christian, byronbay.com
    •   Vice President - John Gudgeon, Byron Visitor           •   Adrian Nelson, Byron Naturally, Utopia Creative,

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Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Adam Taylor, Destination NSW

                                                                               objectives & evaluation
                                            Byron United                                              •   To secure industry investment to match
                                                                                                          Destination NSW funding dollar for dollar for this
                                        •   Dean Power, Community Engine, Byron New Media
                                                                                                          campaign (a minimum of $80,000);
                                        •   Peter Wotton, as above
                                                                                                      •   To disperse overnight visitors throughout the Shire
                                        •   Kirra Pendergast, Common Ground                               to nearby towns and villages for a full Byron Shire
                                                                                                          experience;
                                        Strategic Partnerships
                                                                                                      •   To increase the weekday stay by 0.7% (projection
                                        In addition to working with strategic partners through            based on increase from YE 2010 to YE 2011) by
                                        representation on the Board and Sub-Committees,                   targeting visitors who visit the Byron Shire for
                                        VIA Byron is also working with the following key                  events and encouraging them to extend their stay
                                        stakeholders and their existing resources on this                 through the week (Tourism Research Australia);
                                        campaign and thanks them for their support;
                                                                                                      •   To increase the number of overnight visitors
                                        •   Destination NSW                                               to Byron Shire, and their spend from 41.4% to
                                                                                                          45% (Destination NSW, National Visitor Survey &
                                        •   North Coast Destination Network
                                                                                                          International Visitor Survey, YE Sep 08 to YE Sep
                                        •   Byron Shire Council                                           11);
                                        •   Byron United                                              •   To increase the number of visitors using the
                                                                                                          internet for their trip information from 65% to
                                        •   Byron Naturally (creative will be used)
                                                                                                          80% through byronbay.com (Tourism Research
                                        •   byronbay.com has been selected by the IT                      Australia);
                                            Committee as the website for the campaign. It has
                                                                                                      •   To increase the number of likers on the
                                            been online since 1997 and continues to be visited
                                                                                                          byronbay.com Facebook page by 25%, with
                                            over 1 million times per year, last year it was visited
                                                                                                          specific focus on Brisbane/SEQ. To increase the
                                            over 350,000 times during the campaign period.
                                                                                                          engagement from 8% to 15%;
                                        •   Byron Bay and Beyond - International marketing
                                                                                                      •   To ensure all marketing activities promote
                                            campaign
                                                                                                          responsible, ethical & sustainable tourism for the
                                        •   EchoNetDaily; Reaches over 20,000 subscribers                 Byron Shire.
                                            across the North Coast NSW, 16-19% new unique
                                            subscribers each week & over 90,000 page views            Evaluation
                                            per week.                                                 In order to evaluate this marketing campaign,
                                        •   Community Engine                                          the following key performance indicators and
                                                                                                      measurement tools will be used:
                                        This diverse cross section of business entities, private
                                        organisations and community groups shows the                  •   Analytics to measure the hits on byronbay.com;
                                        collective experience and expertise which will ensure             in particular the winter specials, business listings
                                        this campaign is successful in achieving its objectives           and exclusive links generated specifically for this
                                        for the Byron Shire.                                              campaign;
                                                                                                      •   Facebook insights on the byronbay.com page;
                                        Objectives
                                                                                                      •   Accommodation data including the number of
                                        •   To develop a marketing strategy for Mar-Jun 2013              stays overnight (weekend and weekday) and
                                            to form the foundation for long-term activities               average length of stay as well as expenditure by
                                            which will double the number of overnight visitors            National Visitor Survey;
                                            and expenditure by 2020;

                                                                                                                                                                 3
Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Adma Taylor, Destination NSW
target audiences
    •   Number of the Visitor Trails Map distributed in        Brisbane (SEQ)
        addition to available attendance figures of some of
        the ‘must see, must do’ identified on the map;         As per Destination NSW’s funding criteria, Brisbane,
                                                               Queensland, has been selected as the capital city
    •   Statistics gained from direct marketing campaigns
                                                               the campaign will target based on the following
        including the number of emails opened, click-
                                                               information:
        throughs to byronbay.com;
                                                               •   44% of domestic overnight travel is by people from
    •   Number of offers redeemed via byronbay.com’s
                                                                   Queensland (21% Brisbane) and this is increasing;
        winter deals, direct marketing, Facebook and
        exclusive links generated specifically for this        •   72% of visitors were self-drive and Brisbane is
        campaign;                                                  within comfortable driving distance from Byron
                                                                   Shire;
    •   Feedback from campaign participants.
                                                               •   88% of visitors come to the Byron Shire for R&R, a
    International campaign
                                                                   welcomed change from the Brisbane lifestyle.
    •   Leads generated to industry partners from online
                                                               In particular this campaign will target Brisbane
        sales campaign;
                                                               residents who:
    •   Social media metrics tracking engagement;
                                                               •   Have children and seek a range of experiences that
    •   Google Analytics tracking overall traffic and source       the Byron Shire has to offer;
        markets;
                                                               •   Aged 35-44 years (21.1%) and/or are mid life
    •   New distribution agreements with wholesale                 couples with no children (15%). This audience
        distributors.                                              has been selected based on their ability to take
                                                                   holidays at different times (they are not focused
                                                                   on school holiday times), have high disposable
                                                                   income and enjoy holidaying with friends (23%)
                                                                   which is an indicator of multiple night stays and
                                                                   increased spend;
                                                               •   Have previously holidayed in the Byron Shire (71%
                                                                   of domestic overnight visitors are repeat visitors);
                                                               •   Confident users of the internet (65% use the
                                                                   internet to obtain trip information and 51% use it
                                                                   to make bookings).
                                                               Please note that the largest age demographic for
                                                               domestic overnight visitors to the Byron Shire is 15-24
                                                               years with 22.7% of the market. This demographic has
                                                               strategically not been targeted for this campaign as the
                                                               purpose is to focus on a higher yielding and mature
                                                               audience that will disperse expenditure throughout the
                                                               Byron Shire.

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Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Mike Newling, Destination NSW

                                         Byron Shire locals & Visiting Friends                       International market
                                         and Relatives                                               VIA Byron is working with Russell Mills, International
                                         In order to achieve the objective of dispersing visitors    Marketing, North Coast Destination Network to
                                         throughout the Shire during their stay, locals and VFR      participate in various International trade missions and
                                         will be targeted to act as ambassadors for the area.        events, including the all important Australian Tourism
                                                                                                     Exchange 2013 (ATE).
                                         To support this a Visitor Trails Map, under Byron Shire’s
                                         ‘Don’t spoil us, we’ll spoil you’, will be developed as a   This will ensure Byron Shire has a presence in the
                                         collaborative initiative by VIA Byron and Byron Shire       International arena (150,940 International Visitors
                                         Council. This will be the tool locals use to let visitors   came to the Byron Shire in YE December 2011) which
                                         know about the unique product offerings in towns and        otherwise would not be possible due to limited budget.
                                         villages and ‘must see & dos’ in the Shire:                 Furthermore it will enable Byron Shire to be properly
                                                                                                     marketed as part of the North Coast/Legendary Pacific
                                         •   Arts & Creativity Trail                                 Coast and is exploring the option of licensing the Byron
                                         •   Food & Produce Trail                                    Bay & Beyond international product from Northern
                                                                                                     Rivers Tourism. In addition to this VIA Byron has
                                         •   Hinterland Trails                                       committed to the Backpacker Expo.
                                         •   Short Walks/Nature Trail
                                         •   Second-hand and Collectables Trail.
                                         The Visitor Trails Map will be distributed to
                                         accommodation providers, newsagents, Visitor
                                         Information Centres and other key points where visitors
                                         can access them easily and online.

                                         Event attendees
                                         VIA Byron has identified the opportunity to leverage
                                         established events to increase overnight stays,
                                         especially Sunday to Thursday stays. Byron Shire plays
                                         host to many major events showcasing Music, Arts,
                                         Culture, Sport and smaller events such as Weddings.
                                         These also draw the aforementioned target audiences
                                         who are seeking a holiday with a range of experiences,
                                         have disposable income, are repeat visitors to the
                                         region, self drive and are Internet savvy.
                                         The marketing campaign will promote added activities
                                         packaged around existing events to entice attendees to
                                         stay longer and enjoy the full Byron Shire experience.

                                                                                                                                                                5
Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Shraryn Cairns, Destination NSW
CAMPAIGN:
Byron Shire locals & VFR
Budget: $30,000
    CAMPAIGN OVERVIEW:                                                  Features of the listing include:
                                                                   •    Listing in one Primary Guide, up to 3 Holiday
    To disperse visitors throughout the Shire during their
                                                                        Guides and the business directory.
    stay, locals will act as ambassadors for the area. To
    support this a Byron Shire Visitor Trails Map will be          •    Micro-site with your images, video, copy and full
    developed as a collaborative initiative by VIA Byron and            contact details (phone, email, web, Facebook).
    Byron Shire Council. This will be the tool locals use to let
                                                                   •    Participation in the ‘Byron on Sale’ winter specials
    visitors know about unique product offerings in towns
                                                                        which is promoted via byronbay.com’s websites,
    and villages with five themed trails: Arts and Creativity,
                                                                        blog, mailing list, PR and social media. (Note: 2012
    Food & Produce, Shorts Walks/ Nature, Hinterland Trail
                                                                        ‘Byron on Sale’ was viewed over 34,000 times).
    and Second-hand and Collectables Trail.
                                                                   4.   Listing on Visitor Trail Map (valued at $110,
    The Map will include ‘must see, must dos’ as well as
                                                                        available to Byron Shire businesses only). Estimated
    space for advertising by businesses in the Shire and be
                                                                        print run of 100,000, full colour publication. Limited
    distributed to accommodation providers, newsagents,
                                                                        places available;
    Visitor Information Centres, online and other key points.
                                                                   5.   Profile and special on Community Engine.
    VIA Byron will also be advertising in local media, using
    public relations, online advertising such as Google and        You’ll get the full byronbay.com service during the
    through social media (Facebook) to drive people to             VIA Byron campaign period. As part of the VIA Byron
    byronbay.com, where they will find business listings           campaign, you would pay just $19 per month for
    and ‘Byron on Sale’ winter specials. Byronbay.com will         non-accommodation listings. There is NO obligation
    also promote this through their blog and mailing list.         to continue with byronbay.com, but you are welcome
                                                                   to continue with your listing for the remainder of the
    Package One - $330 inc GST                                     ‘Byron on Sale’ promotion (through to Sept school
                                                                   holidays) or even become a full time member.
    (not available to accommodation providers)
                                                                   Learn more about byronbay.com at it’s services at www.
    This package is ideal for small to medium sized                byronbay.com/company
    businesses who want to reach locals and people who
    are visiting friends and relatives in the Shire. Your          NOTE:
    business may be a retail store, tourist destination or         If you are already a byronbay.com client, you can
    restaurant and ideal for a day trip within Byron Shire.        participate in this years ‘Byron on Sale’ as per usual
    For the investment of $330 your business will receive:         and join in the VIA Byron campaign without paying
                                                                   the byronbay.com component. Therefore as a non-
    1.   one 1/4 page page advertisement on EchoNetDaily           accommodation provider you will receive a discount of
         valued at $75 inc GST;                                    $76 (excludes set up fee).
    2.   A strip advertisement in VIA Byron’s newsletter           If you are already have a listing on the Visitor Trail Map
         (distributed to the Board’s networks including            you will not need to pay this component of the package
         Byron United, Mullumbimby Chamber of                      and therefore receive a discount of $110.
         Commerce, Bangalow Chamber of Commerce,
         Brunswick Heads Chamber of Commerce, Byron
         Visitor Centre, and Business Ashored);
    3.   4 month listing on byronbay.com valued at $76 +
         $159 set up fee for non-accommodation providers.

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Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Joan McDonalds Destination NSW

                                                                       CAMPAIGN: Brisbane/SEQ
                                                                             Budget: $100,000
                                          CAMPAIGN OVERVIEW:                                                Guides and the business directory.
                                                                                                       •    Micro-site with your images, video, copy and full
                                          To communicate with Brisbane and South East
                                                                                                            contact details (phone, email, web, Facebook).
                                          Queensland residents, an integrated marketing plan
                                          will be put into action across various different types       •    Participation in the ‘Byron on Sale’ winter specials
                                          of media. This will aim to have impact and frequency              which is promoted via byronbay.com’s websites,
                                          so the target audience is repeatedly exposed to the               blog, mailing list, PR and social media. (Note: 2012
                                          campaign.                                                         ‘Byron on Sale’ was viewed over 34,000 times); and
                                          Elements of the media plan may include outdoor               4.   Profile and special on Community Engine.
                                          (billboards, bus stop advertising) for impact, direct mail
                                                                                                       NOTE:
                                          and email, online (Google, Facebook, blogs) for a strong
                                          call to action, radio for immediacy and the station’s        If you are already a byronbay.com client, you can
                                          related websites and e-newsletters, public relations to      participate in this years ‘Byron on Sale’ as per usual
                                          secure positive and repeated editorial, television for       and join in the VIA Byron campaigns without paying
                                          frequency, and industry publications.                        the byronbay.com component. Therefore as a non-
                                                                                                       accommodation provider you will receive a discount of
                                          Media will use the Byron Naturally creative and
                                                                                                       $76 (excludes set up fee).
                                          branding and drive people to the unique URL created
                                          for this campaign (Packages Two and Three) where             Package Two $660 inc GST
                                          participating businesses will be listed along with their
                                          exclusive deals.                                             This package targeting Brisbane/SEQ is ideal for
                                                                                                       businesses who want greater targeting. Your business
                                          Package One - $330 inc GST                                   may be destination in itself, offering that amazing
                                                                                                       experience or product which can not be found
                                          (not available to accommodation providers)
                                                                                                       anywhere else.
                                          This package is ideal for small to medium sized
                                          businesses such as a retail store, tourist destination,      For the investment of $660 your business will receive:
                                          sevice provider or restaurant that would benefit from        1.   4 month listing on byronbay.com valued at $76 +
                                          day trippers.                                                     $159 set up fee for non-accommodation providers
                                                                                                            and $436 + $159 set up fee for accommodation
                                          For the investment of $330 your business will receive:
                                                                                                            providers. Features of the listing include;
                                          1.   one 1/4 page page advertisement on EchoNetDaily
                                                                                                       •    Listing in one Primary Guide, up to 3 Holiday
                                               valued at $75 inc GST;
                                                                                                            Guides and the business directory.
                                          2.   A strip advertisement in VIA Byron’s newsletter
                                                                                                       •    Micro-site with your images, video, copy and full
                                               (distributed to the Board’s networks including
                                                                                                            contact details (phone, email, web, Facebook).
                                               Byron United, Mullumbimby Chamber of
                                               Commerce, Bangalow Chamber of Commerce,                 •    Participation in the ‘Byron on Sale’ winter specials
                                               Brunswick Heads Chamber of Commerce, Byron                   which is promoted via byronbay.com’s websites,
                                               Visitor Centre, and Business Ashored);                       blog, mailing list, PR and social media. (Note: 2012
                                                                                                            ‘Byron on Sale’ was viewed over 34,000 times).
                                          3.   4 month listing on byronbay.com valued at $76 +
                                               $159 set up fee for non-accommodation providers.        2.   Business listing on an exclusive mini-website
                                               Features of the listing include:                             within byronbay.com which will be the call to
                                                                                                            action for the direct mail campaign to Brisbane
                                          •    Listing in one Primary Guide, up to 3 Holiday

                                                                                                                                                                   7
Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Mike Newling, Destination NSW
         residents. This will only be accessible using the      NOTE:
         unique URL enabling you to tailor an exclusive deal
                                                                If you are already a byronbay.com client, you can
         for this market seperate to the standard byronbay.
                                                                participate in this years ‘Byron on Sale’ as per usual
         com listing;
                                                                and join in the VIA Byron campaigns without paying
    3.   Profile and special on Community Engine.               the byronbay.com component. Therefore as a Non-
                                                                Accommodation Provider you will receive a discount of
    Package Three $1100 inc GST                                 $76 (excludes set up fee) for Packages One, Two or Three;
                                                                and for Accommodation Providers you will receive a
    This package is ideal for businesses who want to reach
                                                                discount of $436 (excludes set up fee) for Package Three.
    Brisbane/SEQ through multiple campaign elements for
    greater return and includes direct mail/email, exclusive
    URL listings in addition to the base level byronbay.com
    package components.
    For the investment of $1100 your business will receive:
    1.   4 month listing on byronbay.com valued at $76 +
         $159 set up fee for non-accommodation providers
         and $436 + $159 set up fee for accommodation
         providers. Features of the listing include;
    •    Listing in one Primary Guide, up to 3 Holiday
         Guides and the business directory.
    •    Micro-site with your images, video, copy and full
         contact details (phone, email, web, Facebook).
    •    Participation in the ‘Byron on Sale’ winter specials
         which is promoted via byronbay.com’s websites,
         blog, mailing list, PR and social media. (Note: 2012
         ‘Byron on Sale’ was viewed over 34,000 times).
    2.   Inclusion in direct mail campaign to Brisbane
         residents with call to action directing audience to
         campaign landing page where your business logo
         and link to your website will be included;
    3.   Business listing on an exclusive mini-website
         within byronbay.com which will be the call to
         action for the direct mail campaign to Brisbane
         residents. This will only be accessible using the
         unique URL enabling you to tailor an exclusive deal
         for this market seperate to the standard byronbay.
         com listing or ‘Byron on Sale’ offer;
    4.   Profile and special on Community Engine.

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Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Shraryn Cairns, Destination NSW

                                                              CAMPAIGN: Event Attendees
                                                                        Budget: $10,000
                                           CAMPAIGN OVERVIEW:                                                contact details (phone, email, web, Facebook).
                                                                                                        •    Participation in the ‘Byron on Sale’ winter specials
                                           VIA Byron has identified that an opportunity exists to
                                                                                                             which is promoted via byronbay.com’s websites,
                                           leverage established events to increase the number of
                                                                                                             blog, mailing list, PR and social media. (Note: 2012
                                           overnight stays, especially Sunday to Thursday stays.
                                                                                                             ‘Byron on Sale’ was viewed over 34,000 times.
                                           The Byron Shire has a wide selection of events that are
                                           significant drawcards for the Shire. Event attendees are     3.   Profile and special on Community Engine.
                                           seeking a holiday with a range of experiences, have          Package Two $1100 inc GST
                                           disposable income, are repeat visitors to the region, self
                                           drive and are Internet savvy.                                This package is ideal for larger businesses who want
                                           The campaign will promote activities packaged around         more targeted and direct methods to reach people
                                           events to attendees enticing them to stay longer and         who are in the Byron Shire attending an event. Your
                                           enjoy the full Byron Shire experience.                       business may be a retail store, tourist destination,
                                                                                                        service provider or restaurant and would benefit from
                                           VIA Byron will seek to sponsor events in the Shire,          day trippers.
                                           use online marketing (blogs and social media), PR,
                                           local media advertising, e-newsletters and industry          For the investment of $1100 your business will receive:
                                           publications to promote businesses in these packages.        1.   one 1/2 page advertisement on EchoNetDaily
                                           VIA Byron will drive people to the unique URL (Package            valued at $150 inc GST;
                                           Two) where businesses can offer exclusive deals
                                                                                                        2.   4 month listing on byronbay.com valued at $76 +
                                           tailored especially to this market.
                                                                                                             $159 set up fee for non-accommodation providers
                                           Package One $330 inc GST                                          and $436 + $159 set up fee for accommodation
                                                                                                             providers. Features of the listing include:
                                           (not available to accommodation providers)
                                                                                                        •    Listing in one Primary Guide, up to 3 Holiday
                                           This package is ideal for small to medium sized                   Guides and the business directory.
                                           businesses such as a retail store, tourist destination,
                                                                                                        •    Micro-site with your images, video, copy and full
                                           service provider, or restaurant that would benefit from
                                                                                                             contact details (phone, email, web, Facebook).
                                           day trippers.
                                                                                                        •    Participation in the ‘Byron on Sale’ winter specials
                                           For the investment of $330 your business will receive:
                                                                                                             which is promoted via byronbay.com’s websites,
                                           1.   A strip advertisement in VIA Byron’s newsletter              blog, mailing list, PR and social media. (Note: 2012
                                                (distributed to the Board’s networks including               ‘Byron on Sale’ was viewed over 34,000 times.
                                                Byron United, Mullumbimby Chamber of
                                                                                                        3.   Business listing on an exclusive mini-website
                                                Commerce, Bangalow Chamber of Commerce,
                                                                                                             within byronbay.com which will be the call
                                                Brunswick Heads Chamber of Commerce, Byron
                                                                                                             to action for the marketing activites for event
                                                Visitor Centre, and Business Ashored);
                                                                                                             attendees. This will only be accessible using the
                                           2.   4 month listing on byronbay.com valued at $76 +              unique URL enabling you to tailor an exclusive deal
                                                $159 set up fee for non-accommodation providers.             for this market seperate to the standard byronbay.
                                                Features of the listing include:                             com listing or ‘Byron on Sale’ offer;
                                           •    Listing in one Primary Guide, up to 3 Holiday           4.   Profile and special on Community Engine.
                                                Guides and the business directory.
                                           •    Micro-site with your images, video, copy and full

                                                                                                                                                                    9
Cooperative Marketing Campaign Prospectus - Byron Bay
Image by Jeffery Drewitz, Destination NSW
 CAMPAIGN: International
 Budget: $20,000
     CAMPAIGN OVERVIEW:                                           ATE has been highly successful for Byron Bay &
                                                                  Beyond to generate interest and convert to sales;
     VIA Byron is committed to participate in various
                                                              •   Day passes at ATE for industry participants and
     international trade missions and events including the
                                                                  Shire Ambassadors;
     Australian Tourism Exchange 2013. This cooperative
     initiative will ensure the Byron Shire has a strong      •   Representation at other trade shows, airline
     presence in the International market which otherwise         campaigns, and in collateral through North Coast
     would not be possible due to limited budget.                 Destination Network’s Legendary Pacific Coast
                                                                  campaign to July 2013;
     This package will promote the Byron Shire to
     International markets: New Zealand, United Kingdom,      •   Businesses provide offers to be promoted in an
     United States of America, Canada, Germany, France,           online sales push supported by social media;
     Singapore and Japan.
                                                              •   Being party to booking engine company (Wotif.
     Byron Shire’s natural beauty, stories and values will        com or Booking.com) with unquestionable lead
     be shared with international travellers through social       generating ability. This involves commission but
     media, via trade events, collateral and famils, and          also makes tracking and aggregating results much
     generate sales through targeted online advertising via       simpler;
     a household name in global travel.
                                                              •   Inclusion in a Trade Famil, including a networking
     Furthermore it will enable Byron Shire to be properly        function, where we invite Inbound Tour Operators
     marketed as part of the North Coast/Legendary Pacific        to experience the Byron Shire in June 1013. Famils
     Coast, which has been in the International market for        are one of the most effective ways to showcase the
     over 10 years offering a highly recognised, consistent       Shire to travel distributors and secure commercial
     and sustained presence with the target audience.             interest.
     Creative will continue under the established Byron Bay   NOTE:
     & Beyond branding.
                                                              All businesses who take part in this package must offer
     Package One $2500 inc GST                                25% commission to ITOs and wholesalers.

     For your investment of $2500 you will receive:
     •   Inclusion in a social media campaign, commencing
         immediately after BluesFest, circulating great
         images taken during the event and promoting key
         messages to engage the Byron Shire communities
         with the messages that will be communicated
         internationally. The loyal visitors, such as
         backpackers, and community will be posting.
         Channels include Community Engine, Common
         Ground, Local Chambers, BAY FM, and the Echo;
     •   Inclusion in Trade Marketing including spreading
         the messages amongst the worlds travel
         distributors by attendance at the Australian
         Tourism Exchange in Sydney with a Byron Bay &
         Beyond product offering. Previous attendance at

10
Image by Shraryn Cairns, Destination NSW

                                                     discounts, terms & conditions
                                           Discounts                                                       Terms and Conditions
                                           For those businesses that would like to be involved in this     •   All prices quoted include GST.
                                           campaign across more than one target audience, the
                                                                                                           •   Prices do not include costs for creative (graphic
                                           following discounts are available:
                                                                                                               design, photography, videography) unless otherwise
                                           •   Purchase a second package (to equal or lesser value)            stated.
                                               and your business will receive a 5% off the total price.
                                                                                                           •   All businesses who take part in Package One -
                                           •   Purchase a third package (equal or lesser value) will           International must offer 25% commission to ITOs and
                                               receive an additional 2.5% off the total price.                 wholesalers.
                                           •   Purchase a fourth package (equal or lesser value) will      •   A deposit of 30% will be required if the total cost is
                                               receive a further 2.5% off the total price.                     over $1000.
                                           Existing Clients                                                •   Promotion of your business will not commence until
                                                                                                               payment is received in full.
                                           •   If you are already a byronbay.com client, you can
                                               participate in this years ‘Byron on Sale’ as per            •   Some packages are not available to accommodation
                                               usual and join in the VIA Byron campaign without                providers.
                                               paying the byronbay.com component. Therefore
                                                                                                           •   Businesses advertising in the Visitor Trails Map must
                                               as a Non-Accommodation provider you will receive
                                               a discount of $76 (excludes set up fee) and as an               be located in the Byron Shire.
                                               Accommodation provider you will receive a discount
                                               of $436 (excludes set up fee).
                                           •   If you are already have a listing on the Visitor Trail
                                               Map you will receive a discount of $110 from Package
                                               One - Byron Shire Locals and Visiting Friends and
                                               Relatives.
                                           •   If you are a former client of the 2012 Byron Naturally
                                               campaign you will receive a 10% discount off your
                                               selected package.
                                           •   If you are an existing client of the Byron Visitor Centre
                                               or Brunswick Heads Visitor Centre you will receive a
                                               10% discount off your selected package.
                                           Discounts are not offered collectively. If your business is
                                           eligible for more than one you will receive the higher of the
                                           two discounts.
                                           For example if you are an existing Byron Naturally client
                                           and would like two packages you will receive the 10%
                                           existing client discount as this is higher than the 5%
                                           discount applicable for purchasing a second package.

                                                                                                                                                                        11
Cooperative Marketing
                             Campaign Prospectus
                                                                     March - June 2013

For more information please contact Campaign Manager, Katie O’Rourke of Cake Marketing.
p: 0412 387 604
e: katie@cakemarketing.com.au

                                                                                                             Sources:
                                    •   National Visitor Survey & International Visitor Survey, YE Sep 08 to YE Sep 11
                                                                                     •    Tourism Research Australia
                                                                                            •    Visitor Profile survey
                                                 •    Byron Shire Council – Byron Shire statistics YE December 2011
                                                                            Image by Sharyn Cairns, Destination NSW
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