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TRANSCRIPT
Project Rebound
APRIL 2020
What are we covering off today?
APRIL 2020
Where are we now?
Our Story
Road to Recovery- Social - Intrastate- COVID-19 Marketing Strategy
Project Greenlight
APRIL 2020
Where are we now?
APRIL 2020
INTERSTATE OPENS INTERNATIONAL OPENSALL TRAVEL BANNED INTRASTATE OPENS
Where are we now?
CRISIS
TIMING – THE GREAT UNKNOWN
? ? ?
APRIL 2020
INTERSTATE OPENS INTERNATIONAL OPENSALL TRAVEL BANNED INTRASTATE OPENS
What does this mean?
CRISIS
TIMING – THE GREAT UNKNOWN
NO PAID MARKETING
SOCIAL ONLY
ROAD TO RECOVERY PLANNING
INDUSTRY SUPPORT TEAM
POSSIBLE SUMMER PROMOTION
APRIL 2020
SOCIAL
APRIL 2020
SOCIAL
APRIL 2020
INDUSTRY SUPPORT
Our Road to Recovery
APRIL 2020
APRIL 2020
It’s a New World with New Rules
But, 1 thing still holds true ….
APRIL 2020
To demonstrate how Our Story can inspire tourism businesses differently, Tourism WA has partnered with three organisations to create a series of case studies to show how it might be used. We have also created a toolkit with six interactive exercises to help you start leveraging Our Story in your business. These have been designed as thought-starters, regardless of whether you are reviewing marketing collateral, creating a new brand, or developing new products.
For more information on Our Story, visit tourism.wa.gov.au/our-story
COVID-19 – Marketing Strategy
APRIL 2020
Plan of Attack (Dates Placeholder Only)
APRIL 2020
Apr May Jun Jul Aug Sep
MARKET CONTEXT
TOURISM WA
Possible Summer
Promotion
Covid-19 Social
Strategy
Intrastate Strategy
TA Partnership Planning
Global Marketing Strategy
International & Interstate
Team Strategies
International & Interstate
Market Plans
Confirm Intrastate
Marketing Plan
Strategy Development
ALL TRAVEL BANNED INTRASTATE OPENS
PROVOKE THE ”SPIRIT OF ADVENTURE”
TIMINGS – THE GREAT UNKNOWN
Plan of Attack (Dates Placeholder Only)
APRIL 2020
Apr May Jun Jul Aug Sep
MARKET CONTEXT
TOURISM WA
Possible Summer
Promotion
WA Tourism Exchange
In-Market
In-Market
In-Market
Covid-19 Social
Strategy
Intrastate Strategy
TA Partnership Planning
Global Marketing Strategy
International & Interstate
Team Strategies
International & Interstate
Market Plans
Confirm Intrastate
Marketing Plan
Confirm Interstate
Marketing Plan
Confirm International
Marketing Plan
Strategy Development
Domestic Trade
Roadshow
International Trade Show
INTERSTATE OPENS INTERNATIONAL OPENSALL TRAVEL BANNED INTRASTATE OPENS
PROVOKE THE ”SPIRIT OF ADVENTURE”
TIMINGS – THE GREAT UNKNOWN
APRIL 2020
Social
SUPPORTINDUSTRY
PREPARE FORLAUNCH
Reposting &Amplifying
RE-IGNITEDREAMING
Cement & dominate the “wishlist”
Ready for borderre-opening
On Brand with ”Spirit of Adventure”. Ladders up to the work coming into market in coming months / end of the year…. without giving up what we have planned. Gives our owned channels and ”our great operators” a sense of purpose that is easy to explain and easy to adopt.
"When you’re ready, there will be no shortage of incredible adventures, amazing deals, epic road trips, and friendly tour operators ready to welcome you. This year, and next year the best holiday will be right here in Western Australia.”
Practicalities
Message Theme
APRIL 2020
Social - Objectives
SUPPORTINDUSTRY
PREPARE FORLAUNCH
Reposting &Amplifying
RE-IGNITEDREAMING
Cement & dominate the “wishlist”
Ready for borderre-opening
Social – Tourism Australia
APRIL 2020
APRIL 2020
Intrastate - Objectives
CAPITALISE INTRASTATE
DIRECTSALES
ENCOURAGE WA EXPERIENCES
BROADER THAN#DOITINWA
PREPARE FORLAUNCH
Build an Intrastate campaign that can launch as soon as we are given the ”Greenlight” that we can travel again. This campaign needs to encourage Western Australians to get out and seek their ”Own Adventure” in WA.
Task
APRIL 2020
How do you leverage?
INTRASTATE SOCIAL & DIGITAL
- Tag and share- #ThisisWA & @westernaustralia
- Virtual WA Hub (launch next week)- @newtagline (when we announce)
#
- Leverage TWA consumer advertising investment and partnerships
- Industry tool kit being developed - Align with your RTO - Stay up to date – Talking Tourism
TWA Industry Support Team here to help with leveraging ”Spirit of Adventure”, Intrastate and Social
APRIL 2020
Global Marketing Strategy
GLOBALMARKETINGSTRATEGY
MARKET PRIORITISATION
AVIATION GROWTH PLAN
RESEARCH / INSIGHTS
BRAND RELAUNCHPARTNERSHIPS
INDUSTRY
In partnership with PAPL
Links with Project GreenlightTarget audience / Consumer mindset / Travel habits / Desire etc.
TA / Trade / International etc.
Product & experiences / Support & survival
Creative campaign / GuidelinesPR StrategyBrand Play book etc
Project Greenlight
APRIL 2020
Project Greenlight: Temperature Gauge
APRIL 2020
JAPAN
USA
CHINA GERMANY
SINGAPOREMALAYSIA
WORLD
UK
COVID-19 – Marketing Strategy
APRIL 2020
Aviation – Team Aust / Team Perth
APRIL 2020
Insert TA Aviation SLIDe
APRIL 2020
Summary
RIGHT NOW COMING SOON
- Our Story - Organic social & re-posting- New social campaign - Intrastate creative campaign- New RTO partnership marketing plans- New intrastate partnerships – e.g. RAC
- Global Marketing Strategy- Interstate Market Plan- International Market Plans- New PR / publicity strategy- Aviation Growth Plan (with PAPL)- Brand Re-Launch
APRIL 2020