CAMPAIGN PROSPECTUS Expedia - Tourism Whitsundays
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CAMPAIGN PROSPECTUS
Expedia
Campaign Timing
June 2017 – June 2018
Campaign Spend
$200,000 +
Marketing Objectives
To provide ‘The Whitsundays’ with one hero campaign which will run for the full financial year. This
campaign will incorporate both conversion and awareness phases to promote the Whitsundays. It
will provide the Whitsunday industry with the opportunity to increase bookings and therefore
revenue during the need period after Tropical Cyclone Debbie. It will also:-
Keep the Whitsundays competitive against other holiday destinations
Increase visitation to the region; aiming to double visitor expenditure by 2020
Convert holiday makers from considering a holiday in the Whitsundays to booking a holiday
in the Whitsundays
Increase visitation and expenditure for the Whitsunday region
Target Market
Primary: Sydney, Brisbane, Melbourne
Primary segment markets: SINKS/DINKS, Young Families, Empty Nesters & Older Families
Campaign and Media Plan
Burst 1 - June 2017 – Awareness
Burst 2 – August 2017 – Awareness
Burst 3 - September 2017 – Conversion – Sale Dates 4 – 24 September 2017
Burst 4 - January 2018 – Conversion - Sale Dates 8 – 28 January 2018
Expedia/Wotif Assets*
Conversion – Homepage takeover page, Wotif and Expedia display ads, branded landing
page, electronic newsletters
Awareness – Wotif Blog and social media activity, display ads and branded landing page
Tourism Whitsundays Assets*
Conversion – Homepage banners directing to partner campaign landing page, social media
activity, electronic newsletters and media release
Awareness –Social media activity, blogs, electronic newsletters
Member Assets
Drive members to take advantage of these sales through their own social media posts and
electronic newsletters
*Please note that not all phases will include all elements as listed as above, these will be utilized throughout the full year
1/5 Carlo Drive/ PO Box 479
Cannonvale QLD 4802
07 4948 5900How to Participate
Please complete the attached booking form, sign and return to Donna van ‘t Hoff by email at
domestic@tourismwhitsundays.com.au by 28 July 2017. Please note that you must be contracted
with Expedia to participate.
Discounted campaign investment for full 12 months
Membership Cost*
Level
Platinum $1700.00
Gold $1800.00
Silver $1900.00
Bronze $2000.00
*Please note – if you participated in a campaign during 2016-2017 you will receive a 50% discount
on the above costs.
Offer Requirements – September Sale
Provide deals that are attractive to the consumer and give them a compelling reason to
book. They should be easy to understand.
The first sale period will run in September, however you should extend your travel dates out
to also include next year, while keeping your block out dates in place.
Set how many rooms you would like to offer at this special.
Please ensure your offer is loaded through Expedia Partner Central. If you need assistance
please contact your Expedia Account Manager or Donna van ‘t Hoff at Tourism Whitsundays.
Please note that this offer will be visible across all Expedia platforms.
January Sale – we will be in touch in late 2017 to confirm requirements for this.
Tips
Think long term; get your base business now, so you can yield later. Use these campaigns to
build base business further out so that you can then yield a higher rate closer to the date.
With the right yielding strategies you can provide some great deals now to secure your base
business and then yield your rates.
Expedia have already seen a pick up in searches for the end of next year and early into the
new year – this provides you with the opportunity to convert now
1/5 Carlo Drive/ PO Box 479
Cannonvale QLD 4802
07 4948 5900Booking Form
Note: All costs are ex-GST. Please see Terms & Conditions on following page.
Please complete the form below, sign and return to domestic@tourismwhitsundays.com.au by
close of business on 28 July 2017.
Business Name:
I am a TW Yes
Member
No
If you are not a TW member, our Business Development Manager will
contact you to arrange membership.
Your Offer This should be valid for the September Sale, you will be able to revise
your offer for the 2nd sale.
(this must be
loaded with
Expedia by
minimum 2
weeks prior to
sale date).
Travel Dates
Block out dates:
I accept the YES
terms and
NO
conditions:
Signature:
Date:
Phone
Email
1/5 Carlo Drive/ PO Box 479
Cannonvale QLD 4802
07 4948 5900Terms & Conditions
To participate in this campaign, you must:
Provide an attractive deal or offer valid for sale during the campaign period and understand that this may be
visible across all Expedia platforms
Products must be loaded with Expedia to participate
Be a financial member and have no outstanding invoices with Tourism Whitsundays.
A signed booking form must be completed and returned by the deadline to secure your booking
Bookings are accepted on a first in first served basis
By returning your booking form you agree to the terms and conditions
Tourism Whitsundays have the right to:
Refuse materials that do not meet the participation terms and conditions
Refuse advertisements that are in breach of the ACCC guidelines for travel
Ensure there is an adequate mix of operators featured
Cancel or modify campaign components if subscription levels are not met
Invoice the operator for the full investment cost should the required materials or information not be supplied by
the due date
1/5 Carlo Drive/ PO Box 479
Cannonvale QLD 4802
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