Tourism NT Marketing Update - Tony Quarmby Executive General Manager Marketing Department of Tourism, Sport and Culture
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Tourism NT Marketing Update Tony Quarmby Executive General Manager Marketing Department of Tourism, Sport and Culture
CURRENT VISITATION RESULTS
NT HOLIDAY VISITORS
NT HOLIDAY VISITORS
CONSUMER PATHWAY TO PURCHASE
Aspirational Consideration Intent Planning Booking Experiencing Sharing
Branding Messaging Experience
and and and
Awareness Conversion Advocating
MARKETING ALLOCATION
Branding
and 20%
Awareness
Messaging
and
Conversion 70% Concentrated effort and focus
on filling up empty beds, plane
seats and putting money into
operators pockets
Experience
and
Advocating
10%
TWO REPORTING STREAMS
Branding and Awareness
BRAND AWARENESS - DOMESTIC
•
•
•
•
•
•
•
•BRAND AWARENESS - INTERNATIONAL
•
•
•
•BRAND AWARENESS – CONSUMER & TRADE CAMPAIGNS
BRAND AWARENESS - CAMPAIGNS
Messaging
PR – ON-TREND & LISTICLES
PR – COVERING THE ENTIRE NT
PR – COVERING THE ENTIRE NT
PR – COVERING THE ENTIRE NT
PR – COVERING THE ENTIRE NT
PR – COVERING THE ENTIRE NT
PR – COVERING THE ENTIRE NT
BRAND AWARENESS & PR - IMPACT
Total Awareness
Unprompted Ad Awareness
60%
Prompted Ad Awareness
47% 50%
42%
40%
36%
31%
32% 30%
29%
20%
10%
0%
2017 2018Conversion
COOPERATIVE CAMPAIGNS
COOPERATIVE CAMPAIGNS
•
•
•
•
•COOPERATIVE CAMPAIGNS
40000
35000
30000
25000
20000
15000
10000
5000
0
Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19
PAXExperience and Advocating
INFLUENCING
100
80
43 47
60
40 32
32
20
24 21
0
2017 2018INFLUENCING
INFLUENCING
Featured on @Instagram. The official
account has over 243 million followers
Received over 1.2 million likes and
5,000 comments.TURBOCHARGE ACTIVITIES
OPPORTUNITY TO INCREASE HOLIDAY VISITATION
A drop in fly-in fly-out workers will potentially lead to more plane seats and
87,500 –
opportunity to work with airlines over increasing the Leisure, VFR and
120,000 per
annum
business consumer
Approximately 1,000 extra rooms will become vacant again increasing the
opportunity to work with booking distributors around packaging increasing the
150-200,000 Leisure, VFR and business consumer
room nightsMESSAGING – ACCESS HUBS
10% of domestic 45% of domestic
and 27% of and 52% of
international international Alice
visitors to Alice Springs visitors
Springs come come through
through Darwin YularaINCREASE VISITATION THROUGH SMART MARKETING
$10.85M TOWARDS COOPERATIVE MARKETING WITH KEY DOMESTIC AND INTERNATIONAL AIRLINES
Social - KOL Campaign - Hong Kong Webjet Coop
Delivered over 35 Media event - Beijing, Guangzhou, Shanghai
DZ - Comfort Tourism Group Campaign -
Adventure NT Sales Mission in Singapore
Co-operative campaigns with Kuoni
more airline cooperative phase 1
Joint Campaign with Kuoni
Corroboree Asia - 1 x Top End and 1 x Red Centre
India Travel Mission
campaigns over 18/19 DZ Gongbei China Travel Co-op Luxe Trade Famil
DZ Xinhua Travel Co-op Travel Trade Campaign - learn about the NT
DZ Swallow Holidays Co-op Travel trade training NT destination seminar
Dundee TripAdvisor Extension USA Donghai Airlines aviation co-op campaign
Outback Payback USA SQ Aviation co-op campaign
Fly Free to the Outback USA SQ/MI aviation co-op campaign (print & digital)
Tasman Expedia with Tourism Australia USA Tourism Australia's Airline Marketplace - India
GOWAY Campaign USA/CA Virgin Hong Kong Red Centre Famil
Always On Digital + Dundee up weight USA Tourism Australia's Airline Marketplace - Malaysia
TripAdvisor Backpacker Campaign Tourism Australia's Airline Marketplace - Singapore
TripAdvisor Singapore Campaign Cooperative marketing campaign with Visit Victoria,
Virgin Coop Campaign Trailfinders and Qantas AirwaysINCREASE VISITATION THROUGH SMART MARKETING
$3.8M TOWARDS COOPERATIVE MARKETING PACKAGES THAT WILL DRIVE SALES AND GET PEOPLE HERE SOONER
Cooperative marketing campaignsINCREASE VISITATION THROUGH SMART MARKETING
$3.8M TOWARDS COOPERATIVE MARKETING PACKAGES THAT WILL DRIVE SALES AND GET PEOPLE HERE SOONER
TOP END WEDDING
AUSTRALIAN TRAVELLER
•
Understand what content, in what
format, delivered at what time in
consumer journey will motivate •
consumers to move closer to
booking a holiday
Identify travellers who are close
•
to booking an NT holiday. SMART
marketing approach will retarget
with holiday packages over a 12
month period until October 2019.
17,243 LEADS TO OPERATORSINCREASE VISITATION THROUGH SMART MARKETING
$3.8M TOWARDS COOPERATIVE MARKETING PACKAGES THAT WILL DRIVE SALES AND GET PEOPLE HERE SOONER
LOCATION SCOUTS
•
•
•INCREASE VISITATION THROUGH SMART MARKETING
$3.8M TOWARDS COOPERATIVE MARKETING PACKAGES THAT WILL DRIVE SALES AND GET PEOPLE HERE SOONER
Today Show ‘Win your Own Top End Wedding
Sundance Top End Wedding’
Premiere PR, premiere’s and
Competition Australian release
Launch of
Location
NINE Network Promotions ScoutsINCREASE VISITATION THROUGH SMART MARKETING $3.8M TOWARDS COOPERATIVE MARKETING PACKAGES THAT WILL DRIVE SALES AND GET PEOPLE HERE SOONER
INCREASE VISITATION THROUGH SMART MARKETING $2.35M TO PROMOTE OUR UNIQUE ATTRIBUTES INCLUDING NATURAL ENCOUNTERS Hiking –
INCREASE VISITATION THROUGH SMART MARKETING
$2.35M TO PROMOTE OUR UNIQUE ATTRIBUTES INCLUDING NATURAL ENCOUNTERS
MTB campaign started 1st MarchINCREASE VISITATION THROUGH SMART MARKETING $2.35M TO PROMOTE OUR UNIQUE ATTRIBUTES INCLUDING NATURAL ENCOUNTERS
INCREASE VISITATION THROUGH SMART MARKETING $2.35M TO PROMOTE OUR UNIQUE ATTRIBUTES INCLUDING NATURAL ENCOUNTERS
INCREASE VISITATION THROUGH SMART MARKETING
$1.63M TO DEVELOP AND PROMOTE OUR ARTS AND CULTURAL ATTRACTIONS AND EXPERIENCES
A new Tourism campaign was launched in
TERRITORY ARTS TRAIL February 2019 to position the Territory as the
premier global destination for Australian Aboriginal art and
culture.
The NT will be promoted as ‘The world’s biggest art
gallery’ targeting a niche audience of 684,000 people
aged between 35-49.INCREASE VISITATION THROUGH SMART MARKETING $1.63M TO DEVELOP AND PROMOTE OUR ARTS AND CULTURAL ATTRACTIONS AND EXPERIENCES
INCREASE VISITATION THROUGH SMART MARKETING
$1.9M TO MAKE DARWIN AND THE NT THE PILGRIMAGE DESTINATION FOR AUSTRALIAN MILITARY HISTORY
HEATHER D BROWN AUSTRALIAN 9-week long major military event
CROCODILE PRODUCTS
series 2019
“It is an amazing programme and
stretching over 9 weeks in our
shoulder season is wonderful.
15 000 visitor target
Not to mention capitalising on
market demand for Military 3300 interstate visitors
$4M estimated visitor
Tourism, which was the feedback
from tourism operators as of
three years ago or so.”
spend for year oneINCREASE VISITATION THROUGH SMART MARKETING
$1.6M TO BOOST OUR DOMESTIC AND GLOBAL APPEAL THROUGH DESTINATION MARKETING
ALIGNMENT
&
REVIEWINCREASE VISITATION THROUGH SMART MARKETING
$1.6M TO BOOST OUR DOMESTIC AND GLOBAL APPEAL THROUGH DESTINATION MARKETING
Emotional Connection Positioning that in the Delivery on the promise
minds of the consumer
creates:
Simple, clear, unique and Alignment from
compelling emotional communication to what
connection with the destination is experienced
Travel trigger Advocacy
Bringing the emotional Active recommendation that
connection into a time reinforces the emotional
sensitive rational reason to connection and continues the
book travel cycleTURBOCHARGE COOPERATIVE CAMPAIGNS
1100
1050
1000
53,000
950 6% increase
900
in holiday
850
visitors by
800
June 30
750
2019
700
YE Sep 17 YE Dec 17 YE Mar 18 YE Jun 18 YE Sep 18 YE Dec 18 YE Mar 19 YE Jun 19 YE Sep 19 YE Dec 19 YE Mar 20 YE Jun 20 YE Sep 20 YE Dec 20TURBOCHARGE COOPERATIVE CAMPAIGNS
60000
56,632 56632
53000
43806 50617
50000
40000 38325
36757
30000
23712
21775 22062 22303
19396
20000
13248
10000
0
Feb-18 Mar-18 Apr-18 May-18 Jun-18 Jul-18 Aug-18 Sep-18 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19
TARGET PAX ACTUAL PAXMEDIA RESULTS & CONSUMER INSIGHTS
AUSTRALIAN CONSUMERS
100%
80%
63.8 65.6 62.2
60%
40%
13.3 13.6
13.8
20%
15.1 13.2 15.6
6.0 5.6 6.5
0% 1.9 1.8 2.0
Spring '16 Spring '17 Spring '18
Visited Planning/ booking Intending Open Non-consideringAUSTRALIAN CONSUMERS
60
54
50
4
47
40 Online Advertising (includes
internet sites/social
39 networking sites from
3…
27 Winter '17)
30
26 TV advertising for a
destination
23
20
10
0
2018 Total 18-29 30-49 50+AUSTRALIAN CONSUMERS
60%
50%
40%
30%
20%
10%
0%
Total 18-29 30-49 50+
2017 2018AUSTRALIAN CONSUMERS
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
18-29 18-29 30-49 30-49 50+ 50+
2017 2018 2017 2018 2017 2018
Recommendation from family and friends Been there beforeAUSTRALIAN CONSUMERS
Been there before
Recommendation from family and friends
Wanted to see more of Australia
Haven't been before / always wanted to go
Special / cheap offer 50+
To attend a specific event
Good package deal
Word of mouth 30-49
Cheap airline ticket
To attend an event - organised sporting events
Internet sites
18-29
Travel magazines / blogs
Information from travel agents / tour operators
Other
Don't know / can't rememberAUSTRALIAN CONSUMERS
Millennials
Detractors (rate 0-6) Passives (rate 7-8) Promoters (rate 9-10) 2016 2017 2018
NPS Promoter 27 24 21
Passive 45 46 40
100 Detractor 28 31 38
NPS -1 -7 -17
n= 60 68 42
80 Families
43 47 2016 2017 2018
Promoter 50 54 56
60 Passive 33 14 28
Detractor 17 32 17
NPS 33 22 39
40 n= 48 28 54
32
32
Over 50’s
2016 2017 2018
20 Promoter 59 61 59
Passive 30 26 30
24 21 Detractor 11 13 11
0 NPS 48 48 48
2017 2018 n= 46 61 54
Base: NT visitors, n=150. Includes visitor booster sample. Unweighted data used.
Source: C14. How likely are you to recommend the NT as a place to holiday?
66AUSTRALIAN CONSUMERS
Detractors (rate 0-6) Passives (rate 7-8) Promoters (rate 9-10)
NPS
100
80
43 47
60
40 32
32
20
24 21
0
2017 2018
Base: NT visitors, n=150. Includes visitor booster sample. Unweighted data used.
Source: C14. How likely are you to recommend the NT as a place to holiday?INTERNATIONAL CONSUMERS
INTERNATIONAL CONSUMERS
INTERNATIONAL CONSUMERS
INTERNATIONAL CONSUMERS
INTERNATIONAL CONSUMERS
2019 – 2020 MARKETING ACTIVITY FOCUS
Aspirational Consideration Intent Planning Booking Experiencing Sharing
Branding Messaging Experience
and and and
Awareness Conversion Advocating2019 – 2020 MARKETING ACTIVITY FOCUS
• All activities will be aligned to meet the 2030 strategic direction
Branding
and 30% • Focus will be on the top 70% of ‘winners’ in terms of activities that met
Awareness
or exceeded targets in 2018-19
• The NT brand and messaging will be further integrated into conversion
activities
Messaging
• The core messaging in terms of Nature & Wildlife and Aboriginal Culture
and will remain and, budget depending, Events, NT history, food & beverage
Conversion 60% and adventure will be core features
• The drive market will be reviewed and re-energised
• Domestically the over 50’s will be the priority with 18-29yr olds a focus
but only where we can guarantee on ground expectations can be met
Experience
and
• Internationally each market will be reviewed based on access, product
Advocating
10% alignment and growth expectations2019 – 2020 MARKETING ACTIVITY FOCUS
Branding and
AwarenessBRANDING & AWARENESS
Branding & Awareness
TOP END WEDDINGBranding & Awareness
2019 – 2020 MARKETING ACTIVITY FOCUS
MessagingMESSAGING
AUSTRALIAN TRAVELLER PARTNERSHIP
PHASE 2
Understand what content, in what format,
delivered at what time in consumer
journey will motivate consumers to move
closer to booking a holiday
Identify travellers who are close to
booking an NT holiday. SMART marketing
approach will retarget with holiday
packages over a 12 month period until
October 2019.MESSAGING - DRIVE
MESSAGING - FOOD & BEVERAGES
MESSAGING - ADVENTURE
2019 – 2020 MARKETING ACTIVITY FOCUS
ConversionCONVERSION
2019 – 2020 MARKETING ACTIVITY FOCUS
Experience and
AdvocatingEXPERIENCE & ADVOCACY
2019 – 2020 MARKETING ACTIVITY FOCUS
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•THANK YOU • • • • •
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