Half-year update FY2014-15

DOMESTIC BULLETIN

To drive leisure visitation from the domestic market into Western Australia, Tourism WA has delivered a number of campaigns in the first half of 2014-15. Below is a snapshot of our campaigns.

EXPERIENCE EXTRAORDINARY ADVERTISING CAMPAIGNThe Experience Extraordinary advertising campaign has been developed for the State Brand, Experience Extraordinary to connect Western Australia to ‘Extraordinary’ and create an emotional connection with our target audience.

The advertising features some of the most extraordinary landscapes and experiences found in Western Australia. According to research, reconnection with loved ones is an important aspect of a holiday, and the advertising, which features real life couples, highlights that a holiday in Western Australia can help you escape from everyday life and connect with those that matter most. The advertising is aimed at consumers during the dreaming phase of their holiday.

A $4 million domestic media campaign has run across TV, cinema, outdoor, digital and print advertising across a number of key domestic markets; Sydney, Melbourne, Brisbane, Adelaide and Perth. The advertising also complements a number of Tourism WA’s marketing activities including, cooperative campaigns with key domestic and international trade partners and events marketing. The campaign started in August to coincide with key booking period in the domestic marketing and then resumed again from November through to June.

The campaign is partly funded by Regional Tourism Marketing Program, which is funded by Royalties for Regions.

AUGUSTBroome and The Kimberley Holidays

Tourism WA, in partnership with Broome and The Kimberley Holidays, launched a joint campaign during the month of August. The Broome ‘Spring Breaks’ campaign primarily targeted the Perth market, positioning a ‘holiday airfare’ as a motivator for consumers to book. The campaign included press, digital, social media and trade communications.

Jetstar

During August, Jetstar and Tourism WA undertook a joint campaign promoting airfares and holiday packages to Western Australia. The campaign targeted east coast consumers through TV, digital, print, radio and social media, and promoted the key destinations of Perth and Margaret River.

JULYLastminute.com.au

In July, Tourism WA and lastminute.com.au launched a cooperative campaign, ‘Where the vineyards meet the sea,’ to educate Australians about the State’s extraordinary Margaret River region. The national, two-week campaign encouraged consumers to travel during the shoulder season.

SEPTEMBERWotif.com

Tourism WA together with Australia’s North West Tourism launched a joint Broome campaign with wotif.com.au. The digital campaign encouraged travel to Broome during the shoulder period. It targeted both interstate and intrastate consumers.

Discover Australia Holidays

To stimulate travel to Broome during the shoulder period, Tourism WA together with Australia’s North West Tourism and Discover Australia Holidays launched a joint campaign in September. The campaign included press and digital advertising and was targeted at the intrastate market.

Webjet

Tourism WA and one of Australia’s leading online travel agents, Webjet, launched a joint campaign in September to promote WA accommodation and itineraries. The campaign included a dedicated WA landing page and an electronic newsletter featuring suggested activities and discounted accommodation within Perth, Margaret River and the wider South West region.

Channel 7’s Sunrise in the Kimberley

Tourism WA, in partnership with APT and Australia’s North West, supported Channel 7’s Sunrise weather crosses from the Kimberley for a week in September. Host Edwina Bartholomew returned to WA to discover one of Australia’s last wilderness areas - the Kimberley region. Tourism WA and partners supported the Sunrise broadcast through social media. In addition to the Sunrise weather promotion, a two-week national cooperative campaign promoted 2015 Kimberley packages through TV and print advertising.

OCTOBERBritz

Tourism WA together with Britz launched a joint campaign promoting self-drive motorhome holidays to Western Australia. The digital campaign was supported by a Britz electronic newsletter, social media and campaign landing page. Featuring a range of WA self-drive itineraries, the campaign highlighted the diversity of motorhome self-drive experiences found in Western Australia.

Tigerair

Tigerair and Tourism WA commenced a joint Perth campaign in October. The digital campaign was supported by Tigerair’s electronic newsletter and campaign landing page. The campaign targeted consumers in Melbourne and Sydney to drive visitation into Perth.

Expedia

Tourism WA, in partnership with Expedia, promoted Perth and the South West across Expedia’s Australia and New Zealand websites in October. Expedia is one of the largest online travel agents in Australia and New Zealand, and the campaign aimed to build on the previous success of Expedia’s partnership with Tourism WA. The campaign included banners across the Expedia site, specifically targeting customers on the eastern seaboard of Australia and New Zealand.

Broome and The Kimberley Holidays

Broome and The Kimberley Holidays, in partnership with Tourism WA, launched early bird rail and cruise packages to the Kimberley for the 2015 season. The campaign targeted consumers in Victoria and New South Wales through press media and was supported by trade advice and social media.

First edition of Let’s Go Caravan and Camping

The Caravan Industry Association WA (CIAWA) produced Let’s Go Caravan and Camping, a magazine series which promoted destinations across WA, highlighting the benefits of taking a caravan and camping holiday. The first issue released in October, focused on destinations south of Geraldton and Kalgoorlie and was supported by more than $50,000 of additional media to promote the magazine and the caravan and camping sector. The production of the magazine was funded by the State Government’s Royalties for Regions program, The Sunday Times and Tourism WA.

NOVEMBERHotelClub

Tourism WA and HotelClub launched a joint domestic marketing campaign to promote Perth, Margaret River and beyond at the end of November. The campaign included banners across the HotelClub site, a dedicated landing page, email communications and social media. The HotelClub website also featured two videos showcasing extraordinary tourism experiences in the Margaret River region.

Virgin Australia Airlines

Virgin Australia Airlines and Tourism WA promoted sale fares to Western Australia in November. The campaign promoted Western Australia as a destination across Virgin channels such as the Voyeur magazine, inflight entertainment, inflight advertising and the Voyeur Travel App. It also involved a retail phase which promoted point to point airfares and holiday packages in paid media across print and digital supported by Virgin’s social media, electronic newsletter and campaign landing page.

Wotif.com

Tourism WA, together with Experience Perth launched a joint campaign with Wotif.com promoting travel offers to Perth in November. The two week digital campaign targeted east coast and regional West Australians. It was supported by social media and electronic mail.

Broome and The Kimberley Holidays and Travel Associates

Tourism WA, together with Broome and The Kimberley Holidays and Travel Associates, launched a joint campaign promoting rail and cruise packages to Western Australia in November. The three-week campaign targeted consumers in Sydney and Melbourne. It included press advertising and was supported by social media and electronic mail.

WHAT’S COMING UP IN THE SECOND HALF OF 2014-15

Qantas WA campaignHelloworld campaignAFL packagesHotelclub.com campaignwebjet.com campaignwotif.com campaignturu.com.au campaign

DECEMBERTravel Associates

In December Tourism WA and Travel Associates commenced a joint campaign promoting packages to Perth and the Margaret River region. Travel Associates has 45 locations nationally, and targets discerning and experienced travellers who take two to three holidays per year. The three-month national campaign included print advertising and electronic direct mail.

Level 9, 2 Mill Street Perth WA 6000GPO Box X2261 Perth WA 6847Tel: +61 8 9262 1700 Fax: +61 8 9262 1787

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