fresh eyes - local government nsw · internal swot analysis external pestle analysis markets...
TRANSCRIPT
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Fresh EyesA collaboration
between Central West Tourism,
CENTROC & CSU Students for Tourism
Andrew MashmanFaculty of [email protected]
@amashman
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Night Sky Tourism ?
• In 2014, final year marketing students went to work for CENTROC and Central West Tourism
• The project/brief was to investigate night sky tourism and the potential to leverage existing properties including the “Unearth” campaign.
• Findings ? Clever collaborations, opportunities in search, social media and technology.
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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Night Sky Tourism - The Process
• Get a brief, launch it to the students
• Jenny Bennett (CENTROC) and Lucy White (CW Tourism) meet with students and speak to the brief
• Students in teams, address the brief using a structure which reflects the learning objectives of the subject and assessment requirements
• Students in teams present their findings and recommendations to the client (BRC Chambers in 2014)
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project
@amashman
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Figure 2.1 Strategic fit
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Unearth the Night Sky
• Central NSW has an enormous number of natural tourism assets which Other assets which, following development, could be strong supporting magnets for the top ten assets as listed in the Destination Management Plan (DMP).
• The night sky is one such asset – a magnificent natural wonder not available to city residents, and one which offers opportunities for activity providers and for aboriginal interpretation.
• At 30 degrees latitude, Central NSW provides one of the best views into the heart of the Milky Way.
• ¾ of the 2,000 Pulsars (neutron stars) in our nightsky were discovered in Central NSW.
• The Dish is recognised by the Wiradjuri people as the ‘Big Ear’
• Aboriginal Dreaming and the night sky.
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project
@amashman
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The Great Southern Ocean Star Party
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project
@amashman
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LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
• https://www.youtube.com/watch?v=ZUVwCBQbv38
Global Business - Portugal
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Google - then and now
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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Youtube.com The worlds 2nd
most used search engine
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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Trip
advi
sor.
com
.au
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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Travellers use www.tripadvisor.com.au
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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Pinterest.com users (Pew Research(US))
Travel decision makers ?
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Links and resources
• 23 events for 2015
• Leverage ambient commentary and social media
• Have participation using technology and Social Media
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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What the students thought !
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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Under The Night Sky’s Strategic Marketing Plan
2014
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RESEARCH
Internal SWOT analysis
External PESTLE analysis
MarketsTargeted
Audiences
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project
@amashman
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STRATEGY
Niche Market
Low Cost
International Targeting
Promote Central West’s Assets
Low cost because as our findings mentioned our audiences like
value for money. This only includes the activity or service as consumers don’t consider travel
and accommodation
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
A niche market because it allows us to be able to target specifically
and more effectively
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We present to you . . .
“The real-world treasure hunt that's happening right now, all around you. There are 2,503,174 active geocaches and over 6 million geocachers
worldwide.” (https://www.geocaching.com/ )
Worldwide Phone or GPSTreasure Hunt
Cache Customised Tags Share experienceLG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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CSU a resource for the Region
• Intellectual resources & Physical resources
• Talented resources available to you through work placement (core in business degrees) and internship.
• Assessment integration opportunities
• Ideas, spaces, heads and hearts for ideas that you haven’t imagined before !
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman
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Thank You !
LG NSW Tourism Conference, Bathurst, 2015 Fresh Eyes - Night Sky Project @amashman