EMBRACING A SHARED BRAND STORY - TOWARDS 2030: Tourism Tropical North Queensland
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TOWARDS 2030: EMBRACING A SHARED BRAND STORY
“ It’s our purpose as local custodians
to unlock the stories behind our place
so every visitor feels a deep connection
and desire to give back.
”
SETTING THE SCENE
MARK OLSEN
CEO, Tourism Tropical North Queensland
WE’VE NOT BEEN HERE BEFORE
1980s 1980s–1990s
2000s–2010s
Port Douglas
World Heritage China & domestic
resorts, Skyrail &
& ecotourism growth
hotels
WHERE TO
FROM HERE?
1990s–2000s
1975
1989 Sept 11, SARS,
FNQ Promotion
Pilot Strike Bird Flu & global
Bureau established
travel boom
THE ECONOMY THROUGH TOURISM
+5.5% $3.5B -17%
The global visitor Our region gets $3.5B in Since 2016 our
economy (business, visitor spend, accounting region has LOST 17% OF ITS
leisure, VFR, education for 18% OF GRP and 21% NATIONAL MARKET SHARE
and events) is OF REGIONAL EMPLOYMENT, worth $1.2B that
GROWING FASTER THAN supporting 28,200 FTEs would have supported
GLOBAL AVERAGE through direct and 4,200 jobs
economic growth indirect expenditure
DIVERSIFYING THE MARKET MIX
$2.4B $250M $150M $1.5B $500M
A $2.4B P.A. $250M $150M EVENTS $1.5B DOMESTIC $500M
Growth Potential CONFERENCE POTENTIAL P.A. GROWTH P.A INTERNATIONAL
by 2030 POTENTIAL P.A. Extending the Regain lost HVT GROWTH P.A.
as a driver for events season and interstate visitors Maximise
economic growth lifting dispersal (SYD, MELB, BNE) international
(health, education, markets through
agriculture and hubs, and building
tourism) direct aviation links
GROWING OUR ECONOMY THROUGH TOURISM
Our shared destination priorities:
DIVERSIFY THE ENCOURAGE SECURING DRIVE DESTINATION
ECONOMY DISPERSAL OUR SHARE AWARENESS
through exports and greater global of voice, for business,
including health, connectivity investment leisure, investment
education, and spend and deliver growth
agriculture and
tourism
IMPACTS OF AVIATION, BUSHFIRES & CORONAVIRUS
$26M $100M $230M $330M
$26M IN BOOKING Forecast to have a On top of a $230M $330M impact by
CANCELLATIONS $100M IMPACT by FIRST QUARTER March 31 could
from China in March 31 GLOBAL SLOW‑DOWN directly contribute
10 days from (all markets) (aviation and to ~1,700 JOB LOSSES
Coronavirus bushfires)
IMMEDIATE NEEDS FOR OUR REGION
The region needs:
DESTINATION AWARENESS: AVIATION SUPPORT: SUPPORT FOR INDUSTRY:
$10M p.a. to drive Retain current service, Crisis response and
exports through tourism boost loads and yields, systemic support for
and support to drive attract new direct regional and seasonal
services
events dispersal
IMMEDIATE SUPPORT: WHAT WE ASKED FOR
$27.25M INDUSTRY $2.4M INCLUSION OF CAIRNS IN
SUPPORT PACKAGE MARKETING FUND WHOLE OF STATE DOMESTIC
(including delayed payroll to support our response RESPONSE
tax payments) (airlines, trade and consumer)
INCLUSION OF CAIRNS & SUPPORT FOR INDIGENOUS ADDITIONAL $500K FOR
GREAT BARRIER REEF IN TA ($200K), DRIVE ($50K) AND INTERNATIONAL MARKETING
AND TEQ INTERNATIONAL VFR CAMPAIGNS from Cairns Airport
MARKETING
($25M boost)IMMEDIATE RESPONSE
DOMESTIC & INTERNATIONAL CAMPAIGNS DELIVERING $12.5M
ADVERTISING VALUE
(NOT SPEND)
International
Trade & Media
24% • LOCAL/ VFR
Domestic DRIVE NORTH QUEENSLAND $500K
Trade &
Airline • TRADE & AIRLINE PARTNERS $6.4M
51%
Publicity • INTERSTATE BRAND $600K
& Co-Op (TV, OOH & Digital)
16%
Brand • INTERNATIONAL CAMPAIGNS $3.5M
5%
Local • PUBLICITY & CO-OP $2M
& Drive
5%
TTNQ, TEQ and TA are still in discussions for the
best allocation of the additional $2.4 million and
the Queensland component of the $76 million.THE YEAR AHEAD – $12.5M SPEND & $50M VISITOR SPEND
Search and click to book
BURST 2
12% TRADE & AIRLINE TRADE & AIRLINE
CAMPAIGNS START CAMPAIGNS
10%
8%
6%
Helloworld & Accor, Expedia & Ignite & Digital Co-Op & Trade Partners Digital Co-Op & Phase 3
Virgin Australia Jetstar News Ltd News Ltd Phase 2 News Ltd
4%
BRAND CAMPAIGN BRAND CAMPAIGN
2% STARTS HERE BURST 2
0%
Jan 2019
Feb 2019
Mar 2019
May 2019
Jun 2019
Jul 2019
Aug 2019
Sep 2019
Oct 2019
Nov 2019
Jan 2020
Apr 2019
Search (PVs) Click to book (meta clicks) Source: TripAdvisor Internal Data: Jan 2018 – Jan 2020TROPICAL NORTH QUEENSLAND BRAND EVOLUTION
2020 MARKET PRIORITIES
High
GROW ACCELERATE
Lower value markets forecast to High value markets forecast to deliver
deliver above average growth above average growth
Forecast market growth to 2020
Germany, Continental Europe, Intrastate, Interstate,
New Zealand, India, Education United States of America,
Canada, Japan, Events
KEEP IN VIEW DEFEND
Lower value markets forecast to High value markets forecast to
deliver below average growth deliver below average growth
Singapore, Indonesia, China, Hong Kong, United Kingdom,
Malaysia, Thailand Taiwan, South Korea
Low HighWHAT OUR CUSTOMERS NEED
BARRIER RESPONSE
CONFUSION: WHERE IS TNQ? Embrace Cairns & Great Barrier Reef and grow our SHARE OF VOICE
VALUE: COMPARED TO COMPETITORS Build value and DRIVE SPEND PER PERSON
APPEAL OF OTHERS: THE OPPORTUNITY COST Back the brand, back our operators, and MAKE OUR CUSTOMERS
CUSTODIANS OF THE STORY
URGENCY: TNQ CAN WAIT More tactical campaigns and FOCUS ON EVENTS
TRAVEL WHEN: CYCLONES, STINGERS, HOT & WET Embrace our seasons and ENCOURAGE DISPERSAL
TOO HARD: CHALLENGES OUTWEIGH THE BENEFITS INSPIRE DRIVE HOLIDAYS with itineraries and events that make it easy
IMPACTS ON NATURE: DOING MORE HARM THAN GOOD The best thing global travellers can do visit – SEE IT LOVE IT PROTECT ITTHE BRAND PLATFORM 1 Embrace Cairns & Great Barrier Reef 2 Build the value proposition 3 Operators backing the brand 4 Tactical and seasonal 5 See it. Love it. Protect it.
1. EMBRACING CAIRNS & GREAT BARRIER REEF 100 75 50 25 1 Jan 2004 1 Sep 2008 1 May 2013 1 Jan 2018
-20
0
20
40
60
80
100
2004-01
2004-05
2004-09
2005-01
2005-05
2005-09
2006-01
2006-05
2006-09
2007-01
2007-05
2007-09
2008-01
Cairns
2008-05
2008-09
2009-01
2009-05
2009-09
2010-01
2010-05
2010-09
2011-01
2011-05
Tropical North Queensland
2011-09
2012-01
2012-05
2012-09
2013-01
Gold Coast
2013-05
2013-09
2014-01
2014-05
Worldwide Google Search Trends (2014-2019) – Cairns as baseline (Travel category)
CAIRNS IS MORE GOOGLED THAN GOLD COAST
2014-09
2015-01
2015-05
Great Barrier Reef
2015-09
2016-01
2016-05
2016-09
2017-01
2017-05
2017-09
2018-01
2018-05
2018-09
2019-01
2019-05
2019-05BRAND PROMISE
Where every visitor leaves as a custodian
of our region and its unique stories2. BUILD THE VALUE PROPOSITION
When visitors experience any aspect of Cairns & Great Barrier Reef’s “great” –
from our Great Barrier Reef, to our great ancient rainforests, to our great
Indigenous culture and stories – they are transformed for life.
Visitors may leave our place, but our place never leaves them.
EXPERIENCING OUR GREAT, MAKES THEM GREATER.WHAT MAKES US GREAT?
NATURE CULTURE
Wet Tropics Rainforest Home of Aboriginal and
The oldest rainforest in the world 180 million years Torres Strait Island People
old. Home to waterfalls, gorges, mountains in Where the first people of the land share
the tropics of the rainforest with wildlife from the their relationship with nature.
Cassowary to the Crocodile to the Ulysses Butterfly.
Where we learn a relationship with nature
is one of reciprocity and respect.
The Great Barrier Reef
The largest living reef eco-system. Unlock the stories with local experts
Home to an abundance of life on the reef including Can help visitors make a deeper connection
sharks, dugongs, seahorses and manta rays. and more likely to share their stories.
Local experts including our Master Reef
Guides and rainforest guides.LIVE GREAT
LOVE GREAT
SAVOUR GREAT
THINK GREAT
UNDERSTAND GREAT
FIND GREAT
DREAM GREAT
TASTE GREAT
STAY GREAT
HIKE GREAT
DISCOVER GREAT
SEE GREATBREATHE GREAT
LEAVE GREATER
SEEK GREAT
EXPERIENCE GREAT
HEAR GREAT
TRY GREAT
BELIEVE GREAT
LEARN GREAT
TOUCH GREAT
CATCH GREAT
STAY GREAT
ETC.SEE GREAT SEE GREAT LEAVE GREATER LEAVE GREATER
3. BACKING THE BRAND
THE KEY CHALLENGE FOR CAIRNS & GREAT BARRIER REEF IS GETTING OUR VISITORS TO SHARE OUR STORIES
Only 54% ARE DESTINATION 1 IN 3 posts revolve Our SENTIMENT SCORE
PROMOTERS around NATURE PHOTOS IS 51 (ten points behind
of the region our competitors)
Our COMPETITORS Only 258,350 ONLINE An average of 502,000
SENTIMENT SCORE IS 61 CONVERSATIONS CONVERSATIONS ARE ABOUT
(they are more likely to (half the number our OUR COMPETITORS
promote the destination) competitors generate) (most are positive)HERO EXPERIENCES TO ELEVATE
Pillar 1 Pillar 2 Pillar 3 Pillar 3
VISIT THE REEF WORLD’S OLDEST EVERYDAY CHOOSE YOUR
TO CONSERVE IT RAINFOREST LUXURY OWN ADVENTURE
Experience the world’s Experience the world’s Stay in luxury nestled in (Drive North Queensland)
largest living reef oldest rainforest. The the rainforest. Or on the
ecosystem in a state Daintree 180‑million islands or the beaches. See the world from a new
of regeneration. years old in a constant perspective, drift through
Enjoy the tropical food the forest, hike into the
state of regeneration.
Every visitor helps from the farms or the clouds, sail into the sunset
conserve it making a Where you can be guided ocean from mudcrabs, or get off the beaten
direct contribution to its by local Indigenous to redclaw, to mangos, track to find your piece of
future to the Great Barrier rangers. Drift or white sweet pineapple, reef fish, paradise. Enjoy the feeling
Reef Marine Authority. water raft on the river. rainforest nuts, fruits and of achievement from an
See the Barron Falls in full native spices gathered epic journey to soak in a
Join the local Indigenous
flood from the Skyrail. by Indigenous cultures view that few before you
rangers, contribute to
for millennia. Enjoy the have seen. Every day
reef restoration and be Swing through the forest
experiences of hunting is different, so choose
an Eye of the Reef by or soak up the sounds on a
and gathering or at local your own adventure.
recording what you see. platform in the midst of it.
markets or restaurants.HOW YOU CAN GET BEHIND THE BRAND 1 Use the toolkit to align your story to the brand 2 Share your story with us including your transformation and conservation moments 3 Inspire sharing and use the hashtags #exploretnq, #thisisqueensland and #seeaustralia 4 Co-create video content with us
4. TACTICAL & SEASONAL PRIORITIES SEGMENTS AND APPROACHES 1 Immediate travel: VFR Campaign (20% of visitors) 2 Immediate travel: Trade Partners Campaigns (40% of visitors) 3 Easter travel: Drive North Queensland (42% of visitors) 4 Winter 2020: Interstate Brand Campaign (24% of visitors) 5 Year-round: Events Program Marketing (8% of visitors) 6 Always on: Cooperative Creative (8 partners to date) 7 2020/21: Targeted International Marketing (30% of visitors)
2019-2020 MARKETING ACTIVITY
JUL 2019 AUG 2019 SEP 2019 OCT 2019 NOV 2019 DEC 2019 JAN 2020 FEB 2020 MAR 2020 APR 2020 MAY 2020 JUN 2020
Down Under Endeavours
NORTH Expedia
AMERICA Down Under Answers
Goway
NEW ZEALAND Air NZ
Singapore Airlines
UK Supplier Digital
Singapore Airlines – German Drive
Singapore Airlines
EUROPE RTO – Great Barrier Reef
TEQ E999
Joint QLD & NSW
Sparkle Travel Online + Beijing
CHINA 6Renyou Douyin Online
HIS – Let’s Grab Our Thongs
JAPAN JTB and NTA – Osaka Daily
Accor
Ignite
DOMESTIC Expedia
Jetstar
NT News Brand & Co-op (TV, Print, Digital)
DRIVE WIN TV Print & Digital
VFR & Local CampaignLOCAL & VFR CAMPAIGN $200K AVE • Partnership with News Ltd, Cairns Post and Cairns Regional Council • Targeting locals to invite their friends and relatives • Campaign from March–June 2020 • Operators invited to provide VFR deals for the deals page Reach: 400,000 Referrals: 4,800
DRIVE NORTH QUEENSLAND CAMPAIGN $300K AVE • Partnership with the LTOs and Tourism & Events Queensland • Targeting Regional Queensland and interstate drive markets • TV, print, digital and attendance at caravan and camping shows Reach: 500,000 Referrals: 5,500
INTERSTATE BRAND CAMPAIGN
$600K AVE
SEE GREAT SEE GREAT LEAVE GREATER
LEAVE GREATER
• Targeting Brisbane, Sydney, Melbourne,
Regional Queensland, New South Wales
and Victoria
• Subscription TV, YouTube, print and digital
• Campaign from March–November 2020
• Operators invited to buy-in
Reach: 1,500,000
Referrals: 10,000TRADE PARTNERS CAMPAIGNS $6.4M AVE Partnerships with: When: • Virgin and Tourism & Events Queensland February • Helloworld February • Accor March & June • Jetstar March • Expedia April • Ignite May Reach: 15,000,000 Sales: 24,000,000
5. SEE IT. LOVE IT. PROTECT IT.
OUR VISITORS EXPERIENCE A TRANSFORMATION & LEAVE AS CUSTODIANS
“When you experience a connection with people and place
that is revitalising and meaningful – you find yourself wanting to
reciprocate and give back to that place”
TRAVEL CHANGES YOU TRAVEL CHANGES THE WORLD
Leaving revitalised by the beauty Leaving with a connection to something
of the nature, the connection greater and a desire to protect the nature
with the Indigenous culture. and culture of the region.LEAVE GREATER
ANCIENT STORIES OF OUR LAND JEDESS & DAVID HUDSON
THANK YOU
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