marketing australia globally - australian cruise association...ripert’s tv show avec eric filmed...
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Marketing Australia Globally Frances-Anne Keeler I Deputy Chief Executive Officer
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AGENDA • Tourism Australia’s role
• Tourism 2020
• Tourism Australia’s focus
- Markets
- Customers
- Partnerships
- Global Campaigns - There’s Nothing Like Australia
- Restaurant Australia
- Aquatic and Coastal
- Indigenous
- Social Media
- Distribution Development
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OUR ROLE Grow demand
and foster a competitive and sustainable Australian tourism industry through
partnership marketing targeted
to global consumers in key markets
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TOURISM 2020
To up to
A$115bn in o/night spend by 2020
From
A$70bn in o/night spend in 2009
Now
A$88bn in o/night spend for
March 2015 YE
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$33.4 BILLION INTERNATIONAL VISITOR SPEND IN AUSTRALIA JUNE 2015 YE
NIGHTS UP 8%
CHINA SPEND UP 32%
TO $6.9 billion
UP
10%
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OUR FOCUS - MARKETS
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OUR FOCUS - CUSTOMERS
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Our Focus – Partnerships
• 260+ partners globally • Airlines
• Travel Agents
• Tour Operators
• Credit Cards
• Almost $200m invested
• Partnership objectives
• Conversion to booking
• Investment in promoting Australia
• Reach to target audiences
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OUR FOCUS – GLOBAL CAMPAIGNS
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OUR FOCUS – There’s Nothing Like Australia
- Launched 2010
- Long lasting and flexible
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Source: Consumer Demand Project, Tourism Australia, 2013
Only 26% of those who
have not been to Australia
associated Australia with
‘good food and wine’.
That figure rose to
60% amongst those who
have visited after culinary
giant France and ahead of Italy.
21%
22%
22%
24%
26%
29%
31%
33%
57%
60%
Thailand
USA
Argentina
Mexico
Australia
Japan
Germany
Spain
Italy
France
25%
29%
30%
31%
34%
34%
40%
58%
60%
66%
Argentina
USA
Thailand
Hong Kong
Germany
Spain
Japan
Italy
Australia
France
Have not visited Australia Have visited Australia
OUR FOCUS – RESTAURANT AUSTRALIA
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Our biggest ever campaign
in the USA also capitalised
on the six episodes of Eric
Ripert’s TV show Avec Eric
filmed in Australia
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1,800 businesses
sharing
experiences via
the campaign hub
$9.6 million Estimated media
value generated
food & wine
influencers
YouTube
19.8m views of
Restaurant Australia
content
Tourism Australia’s
own media channels
delivered more than
7.5m
engagements, including
40.4m
likes on Instagram
alone.
RESTAURANT AUSTRALIA - RESULTS
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Encouraging signs in people searching for Australian food and wine
*Note: Google internet search data (March 2015). Category: Australia YoY Travel Related Search Queries, incl. UK, US, SG, JP and IN, all devices. Future results may differ.
Source: Destination Australia Conference, Google, March 2015
RESTAURANT AUSTRALIA - RESULTS
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Source: Consumer Demand Project, Tourism Australia, 2013
Research also
identified that
world class beauty
and natural
attractions are a
key factor in
holiday decision making 18%
19%
20%
22%
27%
30%
36%
37%
[VALUE]
39%
47%
Great swimming beaches
Clean cities, good infrastucture
Spectacular coastal scenery
A family friendly destination
Friendly local citizens, local hospitality
Rich history and heritage
Interesting attractions to visit
World class beauty and natural…
Good food, wine, local cuisine and…
Value for money
A safe and secure destination
OUR FOCUS – AQUATIC AND COASTAL
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OUR FOCUS – AQUATIC AND COASTAL
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OUR FOCUS – INDIGENOUS
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OUR FOCUS – SOCIAL MEDIA
Facebook – 6.3m+ followers
Instagram – 1.8m followers
Twitter – 250k followers
Weibo – 410k followers
WeChat – 38k followers
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CONNECT FOR BUSINESS
EXPERIENCE EDUCATION PARTNER
MARKETING
EVENTS e.g. ATE
AUSSIE SPECIALIST PROGRAM
FAMILS e.g. CORROBREE
KEY DISTRIBUTION
PARTNERS
OUR FOCUS – DISTRIBUTION DEVELOPMENT
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ASP VIDEO
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THANK YOU
Visit our corporate site: www.tourism.australia.com Subscribe to Essentials: www.tourism.australia.com/subscribe Follow us on twitter: @TourismAus