got presentation 2012 members' luncheon slide share
TRANSCRIPT
Welcome to the 2012 Geelong Otway Tourism
Members Luncheon
ON
LIN
E S
TRAT
EGY
Continued to build digital presence
Consumer WebsiteSocial Media
(You Tube, Facebook and Twitter)
+
ON
LIN
E S
TRAT
EGY
Continued to build digital presence
Visit Victoria ListingsATDW Channels
ATDW Chinese Translation
ON
LIN
E S
TRAT
EGY
Continued to build digital presence Great Southern Touring Route App
ON
LIN
E S
TRAT
EGY
Continued to build digital presence Online
Membership RenewalOnline Marketing Package Buy-
In
CON
SUM
ER M
ARKE
TIN
GConsumer Marketing
CampaignsgoTravlr
CON
SUM
ER M
ARKE
TIN
GConsumer Marketing
CampaignsVisiting Friends & Relatives
(VFR)
CON
SUM
ER M
ARKE
TIN
GConsumer Marketing
CampaignsNational Landscapes ProjectTourism Australia Marketing
Program
CON
SUM
ER M
ARKE
TIN
GConsumer Marketing
CampaignsOfficial Visitor Guides 2013
Hot off
the press!
DES
TIN
ATIO
N
MAN
AGEM
ENT
PLA
NImplementation of GOR
Destination Management Plan
Endorsed by Federal Government
80TH
AN
NIV
ERSA
RY O
F T
HE
GRE
AT O
CEAN
RO
AD80th Anniversary of the
Great Ocean RoadSignificant history
80TH
AN
NIV
ERSA
RY O
F T
HE
GRE
AT O
CEAN
RO
AD80th Anniversary of the
Great Ocean RoadSignificant history
STAT
ISTI
CAL
SN
APSH
OT Domestic Overnight
YE June 12 YE June 11 % Change
Visitors 1,907,000 1,709,000 +10.4%
Nights 5,522,000 4,688,000 +15.1%
Market Share (nights)
72% 70.3% +1.7%
International OvernightYE June 12 YE June 11 % Change
Visitors 105,800 107,500 -1.6%
Nights 929,100 929,300 -0.1%
Market Share (visitors)
68.1% 63.5% +4.6%
Statistical Snapshot2012 Performance Measures
STAT
ISTI
CAL
SN
APSH
OT
Statistical SnapshotGreat Southern Touring Route
Great Southern Touring Route (YE June 2012)
Total Travel
Visitation increased by 8.7%
Nights increased by 12% to over 13.4 million
International Travel
Nights increased by 27% to 2.1 million
Travellers spent $210 million
STAT
ISTI
CAL
SN
APSH
OT
Statistical SnapshotVisitor Website
Visitor Website 2010/11 2011/12
Unique Visitors to Website 191,275 275,986
Google Search Engine Ranking by keywords
Geelong and the Bellarine
Great Ocean Road
Surf Coast
Otways
1
10
2
2
1
2
2
4
STAT
ISTI
CAL
SN
APSH
OT
Statistical SnapshotBusiness Events Geelong
Business Events Geelong 2010/11 2011/12
Total number of business events
Total business event days
Total delegates
Total delegate days
Average business event size
Direct economic impact
1,637
2,883
65,975
125,488
39.2
$41.4M
1,682
2,941
66,965
119,841
39.8
$49.4M
STAT
ISTI
CAL
SN
APSH
OT
Visitor ProfilingGreat Southern Touring Route
Domestic Visitor-Came from Melbourne
-Stayed 2.8 nights
-Used private or company vehicle
-Favourite activity ‘to eat out at restaurants’
-Used the internet to source information
-Lived as a couple
-Had an average household income of $102,797
STAT
ISTI
CAL
SN
APSH
OT
Visitor ProfilingGreat Southern Touring Route
International Visitor-Came from the United Kingdom
-Stayed 11 nights in the region
-Used rental car as transport
-Favourite activity to ‘eat out at restaurants’
-Visiting Australia for the first time
-Booked part of the trip on the internet
-Lived as a couple
-Aged 43
FUTU
RE D
IREC
TIO
NS
Future DirectionsLocalised Branding
Online StrategyPR & Social Media
Tactical and Niche Marketing