Wednesday Wine Chats 8 September, 2021 - Creating the BEST domestic summer ever: Leveraging RTO campaigns via digital
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Wednesday Wine Chats
8 September, 2021
Creating the BEST domestic summer ever:
Leveraging RTO campaigns via digital
Presented by Nicole Botting and Alex Dykman, with special guest
Rebecca Evans
Leading today’s discussions Alex Dykman Nicole Botting Rebecca Evans
The BEST domestic summer ever
• First up - local VFR
• Pure domestic leisure travel may take 6 months or more to re-
start – late summer and early autumn
• 70% will travel within their own island
• Barriers: Perception of being expensive, the 'cautious traveller'
• 'Treat yourself' messaging TOURISM
• New Migrants
TRA’s Kiwi ‘Cultural Codes’
What does it mean to be a kiwi in 2021?
TOURISM
Insights thanks to TRA – www.theresearchagency.com/mainframe/culture-hub/kiwi-cultural-codes
Communicating during a crisis
Joining the conversation when times are tough
• Put people first
• What’s your core role, and how can you play it in
a way that suits the times?
TOURISM
• If that’s not possible – pivot to help
• Stay true to the character of your brand
• Listen and act if customers signal unmet needs
Insights thanks to TRA – www.theresearchagency.com
Applying this to tourism
TOURISM
HOW people are booking - US
2020 2019
1 General search General search
2 Supplier website OTA
3 Destination visitor’s bureau Supplier website
4 TripAdvisor Destination visitor’s bureau
TOURISM
5 OTA TripAdvisor
Insights thanks to Phocuswright Inc
HOW people are booking - NZ
• Incredibly tight lead times (48 hours or less)
• The cautious traveller – cancellation flexibility and
health/safety at the forefront
TOURISM
• Highly influenced by Word of Mouth/social media
What is the role of an RTO right
now?
• Picking up different hats – new roles, moving around
the business (less trade roles etc)
• Funding isn't free – need to apply, prove work is
TOURISM
being done etc, requires a lot of staff resource and
time
• Marketing teams now working in a very competitive
(domestic only) space
Who are the stakeholders that are front of mind? Every RTO is different – different funding models, different councils • So many different stakeholders and people to make happy • To continue to receive funding they need to make their stakeholders happy • Do you know how your RTO is funded? TOURISM
How do RTO’s measure success?
Operating Success:
• Happy stakeholders (councils, operators etc)
• Continued or increased funding
• Visitor data (spend and arrivals where possible) to show impact of
their work
Campaign success might look like:
• Traffic to the website (this is not our favourite)
• Traffic from their destination website through to operator websites
• Database sign ups
• Operator product sales
TOURISM
• Sales through the i-SITE
All depends on their experience, the experience of their stakeholders and
what they see successful.How COULD RTO’s measure
success – what’s possible?
TOURISMQ&A – Rebecca Evans, Hamilton & Waikato Tourism
The RTO Campaign Maximizer Checklist
1. Get in the know How does your RTO function?
2. Stay one step ahead
Take the time to get to know plans,
themes and destination insights3. Align yourself
Get involved!
• Donate a prize as part of a competition
• Put together a package with other
operators
• Get involved with your RTO’s social media
hashtag
• Find out if you can feature in a campaign
EDM4. Put your best foot forward
5. Know the value in Analytics
6. Take advantage
7. Finish the conversion Stay top of mind with a retargeting campaign – low cost, great ROI
Stronger together:
You get out what
you put inDownload
our RTO
Campaign
Maximizer
maverickdigital.nz/wine-chat-
wednesdays-2021You can also read
