report on minister for tourism and fair ......the minister received a uk tourism brief and brand...

Queensland Government

REPORT ON MINISTER FOR TOURISM AND FAIR TRADING BUSINESS MISSION

TO THE UNITED KINGDOM AND CHINA 12 – 17 October 2010

Contents:

Purpose of Visit Mission participants Mission Program Executive summary and outcomes Notes on each meeting and items for follow up Appendix 1 - Photo’s from Business Mission Appendix 2 – Ministerial Media Releases Appendix 3 – Mission costing

PURPOSE OF VISIT

The purpose of the Minister’s visit was to investigate international leanings in the areas of liquor and gambling and to support and promote Queensland’s tourism industry and destination by:

• Launching and promoting the new Tourism Queensland Brand and global campaign in the United Kingdom (UK).

• Meeting with key travel industry stakeholders to promote Queensland. • Meeting with government and industry representatives involved in the management of liquor and

gaming. • Sign a cooperative marketing agreement between Tourism Queensland (TQ) and China Southern

Airlines. • Meeting with China Southern Airline executives and Chinese travel industry representatives to

establish closer ties in the lead up to the commencement of direct flights between Brisbane and Guangzhou.

Why the UK market? As one of Queensland's most important international markets, the UK was the ideal place to hold the global launch of Queensland's new brand and its related global viral campaign. In the year ended June 2010, the UK was Queensland’s second largest international source market in terms of visitation. The UK is also the largest source market for Tropical North Queensland.

Why the China marke t? China is a key growth market for Queensland in the tourism sector. In the year ending June 2010, Chinese visitor numbers to Queensland increased by 14% to 158,000 visitors. Chinese visitors spent $333 million on trips to Queensland in the year ending June 2010, an increase of 32%. The Chinese market is expected to continue to be one of the fastest growing for Queensland and is currently our fourth largest international source market for visitation.

MISSION PARTICIPANTS

The official party comprised of the following:

• The Honourable Peter Lawlor, Minister for Tourism and Fair Trading • Ms Linda Whatman, Principal Advisor, Office of the Minister for Tourism and Fair Trading • Mr Anthony Hayes, Chief Executive Officer, Tourism Queensland • Ms Wendy Harch, Executive Director International, Tourism Queensland • Ms Jane Nicholson Regional Director, UK Ireland Nordic Region, Tourism Queensland (UK only) • Mr Albert Kello, Business Development Director, Europe Office, Trade & Invest Queensland (UK

only) • Ms Vicki Tang Hong Kong Office, Tourism Queensland (China only) • Mr Andrew Parle, Regional Director China, Hong Kong and Taiwan, Tourism Queensland (China

only)

EXECUTIVE SUMMARY AND OUTCOMES

The Minister’s mission to the UK and China 12 – 17 October 2010 involved meetings with government and tourism, airline, liquor and gaming industry leaders. The mission was a success as it promoted Queensland’s new tourism brand to the international market and advanced the Queensland Government’s relations and commitment to the tourism markets in the UK and China. In particular, it strengthened the relationship between the Queensland Government and China Southern Airlines. Specific outcomes for Queensland include:

• Launched the new TQ Brand to the UK travel industry and to the British and European Press. • Launched a global viral campaign, Passport to Shine. • Met with key travel agents in the UK market to promote Queensland as a holiday destination.

• Met with key representatives from the liquor industry to discuss initiatives to reduce alcohol related harm and violence.

• Gained an understanding of the UK gambling industry and issues around remote gaming. • Examined the experience of Government and industry partnerships to combat alcohol-related social

issues and the promotion of responsible drinking. • Examination of how major events such as the Commonwealth Games contribute to tourism. • Met with and strengthened the relationship between the Queensland Government and China

Southern Airlines. • Signed a cooperative marketing agreement between TQ and China Southern. • Launched the first of TQ’s Shopping Mall tourism campaigns in China, a joint initiative with China

Southern. • Met with key travel agents in the Chinese market to promote Queensland as a holiday destination.

MISSION PROGRAM

The Minister’s mission dates in the UK and China were as follows: • London, UK 12-14 October 2010 • Guangzhou, China 15-17 October 2010

The Minister’s mission program is outlined below: Tuesday 12 October 2010

• 5.40am - Arrived in London • 9.45am - Market Briefings by Tourism Queensland and Trade and Invest Queensland • 11.30am - Launch of new TQ Brand and social media campaign • 2.00pm - Meeting with Islington Council • 2.30pm - Meeting with British Beer and Pub Association • 3.30pm - Meeting with Visit Britain

Wednesday 13 October 2010

• 10.00am - Meeting with Diageo Great Britain • 11.00am - Meeting with Head of Olympic and Commonwealth Games Legacy Team, Scottish

Enterprise • 12.00pm - Meeting with Head of Gambling Regulation, Department of Culture, Media and Sport • 2.00pm - Flight Centre visit and photo opportunity • 2.30pm - Q Factor visitor photo opportunity • 3.00pm Youth campaign visit and photo opportunity • 3.30pm - Meeting with STA • 7.00pm Dinner with UK travel agencies

Thursday 14 October 2010

• 8.15am - Breakfast meeting with Qantas • 12.20pm - Depart for Hong Kong

Friday 15 October 2010

• 7.10am - Arrived in Hong Kong • 8.00am - Travel from Hong Kong to Guangzhou • 12.00pm - Lunch meeting with Australian Council General • 4.30pm - Meeting with China Southern Senior Management and Signing Ceremony for joint

marketing promotion • 6.00pm - Dinner with China Southern Airline Senior Management

Saturday 16 October 2010

• 11.00am - Official Opening of China Southern/Tourism Queensland Consumer Show • 12.15am - Lunch with China Southern travel agencies • 2.00pm - Travel from Guangzhou to Hong Kong • 11.15pm - Depart for Brisbane

Sunday 17 October 2010

• 9.55am - Arrive in Brisbane

NOTES ON MEETINGS AND ITEMS FOR ACTION

The Minister received a UK market briefing from the Trade and Invest Queensland, Business Development Director, Albert Kello.

Tuesday 12 October 2010 – Trade and Investment Queensland, UK Market Brief

Tuesday 12 October 2010 – UK Tourism Queensland, UK Market Brief

The Minister received a UK tourism brief and Brand Launch run sheet review from Tourism Queensland, Jane Nicholson, Regional Director for the UK, Ireland and Nordic Region.

Tuesday 12 October 2010 – Launch of the new TQ Brand and viral campaign, Passport to Shine

The Minister launched Queensland's global viral campaign, Passport to Shine and promoted the campaign and new Queensland brand, Queensland, Where Australia Shines, to British and European press. Approximately 50 guests including tourism industry professionals, media and the TQ London team attended the event. The Minister welcomed the attendees and told the event that Queensland’s new brand and tagline, Queensland, Where Australia Shines was not just about the famous Queensland sunshine, but that it also tells a story beyond the climate. It tells visitors about the wonderful experiences that they can have and the way those experiences make you feel. The event attendees viewed a 3.48-minute AV of the brands’ journey, which provided background on how the brand evolved, and the new 1-minute Queensland, Where Australia Shines. A 1.30-minute David Hudson AV was also played, showcasing Indigenous people in Queensland and explained the Indigenous art work that was on display at the launch, which would be won by one of the attendees at the launch. A representative from Emirates Airline won. The Minister also officially launched the Passport to Shine campaign, which involved a countdown from 10 to zero, where the campaign then went virally throughout the world via Facebook. The Minister noted to the audience that the beauty of Passport to Shine is that the beginning of a Queensland experience is only as far away as your nearest internet access point. The passport campaign offers the winner and up to nine friends a Queensland holiday worth up to $100,000 AUD.

At the conclusion of the official elements of the event, the Minister and the TQ Chief Executive Officer conducted a number of media interviews to promote the event, and to answer questions on the campaign, the new brand, Best Job in the World and the tourism market in general. Media included representatives from Travel Weekly Aspir, Travel Trade Gazette (TTG) and PR Week. During this time, the Minister also had an opportunity to meet with and talk to the local tourism industry.

Tuesday 12 October 2010 – Meeting with representatives from Islington Council Councillor

The Minister met with Islington Councillor Paul Smith and Ms Jan Hart, Assistant Director from Islington Council. The Minister noted that the Queensland Government and community have become increasingly concerned about the prevalence of alcohol related violence, including glass attacks and binge drinking. Ms Hart briefed the Minister on the Council’s plans for festivals, which are planned three months in advance. They are already planning for dates in 2011. Police, fire, traffic control and Council Departments

work together on these plans. The Council have established “Entertainment Areas” to assist in the management of noise issues, late night excess drinking, violence and crowd control. Ms Hart also outlined another initiative called “Purple Flag” which is an accreditation system for venues. In addition to alcohol-related violence, other issues the Council faces are the growth of theft and drinking outside venues.

The Minister noted that the Government had undertaken a Parliamentary inquiry into alcohol-related violence. Part of the Government’s response to the inquiry is the implementation of a place based management approach to a geographical area, known as Drink Safe Precincts. The meeting also discussed ways that these type Entertainment Precincts could and are funded. Cr Smith noted there were serial offenders within the entertainment areas and that Islington Council had introduced Anti-Social Behaviour Order, which is a court order banning the recipient from specific areas or activities. The Minister noted that the Drink Safe Precincts initiative involves a similar initiative.

Tuesday 12 October 2010 – Meeting with British Beer and Pub Association

The Minister met with Ms Brigid Simmonds OBE, Chief Executive of British Beers and Pub Association (BBPA). Ms Simmonds presented a powerpoint presentation outlining who the British Beer and Pub Association (BBPA) is, and what they do. BBPA is the leading organisation representing the UK beer and pub sector. Their membership accounts for around 98 per cent of the beer brewed in the UK and more than half of Britain’s 53,000 pubs (2009). Ms Simmonds outlined a number of innovative methods which BBPA had used to work with government to solve industry, safety and regulatory issues, including details on partnerships between industry and community groups to address these.

The Minister noted that the Queensland Government was committed to minimising alcohol-related harm. The Minister outlined a number of initiatives that the Queensland Government was in the process of implementing to reduce alcohol-related violence and anti-social behaviour In Queensland. Key features of the Government’s response include: a piloted place-based management approach of three ‘drink safe precincts’ over two years. The precincts combine various Government agencies to deliver transport solutions, safe zones and other initiatives for traffic and amenities. The response also includes powers to ban persons from within drink safe precincts.

Other key areas of discussion between the Minister and Ms Simmond included the issue of low cost selling, training for responsible service of alcohol, responsible service of retail alcohol code and the funding of entertainment precincts. There was agreement that there was a careful balance between the minimisation of harm in the community but still promoting jobs, business development and regulation of the industry.

Tuesday 12 October 2010 – Meeting with Visit Britain

The Minister met with two representatives from Visit Britain, Mr Laurence Bresh, Marketing Director, and Mr Justin Reid Head of Online and Social Media. Mr Bresh and Mr Reid briefed the Minister on the Visit Britain organisation. Visit Britain promotes the United Kingdom to 35 markets around the world, including Australia. They have around 300 to 350 staff, with 150 at the Visit Britain Offices in London. The organisation is in the process of restructuring with a greater emphasis in the social media and digital space. In addition, much of the organisations focus over the next few years will be the lead up to and beyond the London 2012 Olympics. The Minister noted the importance and use of social media and innovation by TQ has been an important factor in the success of the organisation particularly during the Global Financial Crisis (GFC). For example the Bes t Job in the World has been an important campaign to encourage, particularly visitors from the UK to holiday in Queensland. It delivered significant publicity value for Queensland for a relative low cost.

Mr Bresh noted that this campaign and the use of social media and marketing by TQ are of particular interest to Visit Britain. Visit Britain are looking at increasing the use of this medium and wish to learn from TQ’s experience. The Minister and the TQ CEO noted the launch of the new Brand and viral campaign using Facebook may also be of interest to them.

Wednesday 13 October 2010 – Meeting with Diageo Great Britain

The Minister met with Mr Mark Baird, Corporate Social Responsibility (CSR) Manager of Diageo Great Britain. Mr Baird noted that Diageo is one of the world's leading premium drinks business representing major international brands across spirits, wine and beer, including: Smirnoff, Guinness, Johnny Walker and Bundagerg Rum. Diageo trades in over 180 markets and has offices around the world such as in Australia. The Minister noted that Australia and the UK face similar health and societal issues associated with alcohol misuse. Queensland has similar issues that have received recent media coverage in the UK such as alcohol related violence, a call for the introduction of shatter-proof plastic tumblers to replace glasses in pubs and binge drinking among teenagers. The Minister outlined recent developments in Queensland around the management of alcohol-related violence. One of the key initiatives being examined by the Government are Drink Safe Precincts in three key entertainment regions in Queensland. The Precincts are based on a place based management framework, which involves local stakeholder committees. Mr Baird noted that Diageo had run a series of initiatives in conjunction with retailers, non-government organisations (NGO’s), universities and community groups to promote responsible drinking through advertising and public awareness campaigns. Their approach was based on three principles: combating alcohol misuse; setting standards for responsible marketing; and promoting an understanding of what responsible drinking means in order to reduce alcohol-related harm. Mr Baird briefed the Minister on the Scottish Government Alcohol Industry Partnership Progress Report for 2009/10, which highlighted the partnership, alcohol awareness week, sponsorship guidelines, low alcohol pilot and other partnership projects. The meeting also discussed the use of taxis and street marshals, education campaigns, funding of drink awareness and education campaigns, advertising restrictions, and recent policy developments in the UK.

Wednesday 13 October 2010 – Meeting with Head of Olympic and Commonwealth Games Legacy Team

The Minister met with Ms Jillian Moffat, Head of Olympic and Commonwealth Games Legacy Team, Scottish Enterprise. Ms Moffat briefed the Minister on the role of the Legacy Team, which is to maximise the benefits of these events for Scottish companies, extending the reach beyond the London and Glasgow regions. Ms Moffat noted that the UK had entered a "Decade of Sport". Over the next decade, the UK is hosting a number of major sporting events, including the Olympics (2012), Rugby League World Cup (2013), Commonwealth Games (2014), Rugby World Cup (2015), and Cricket World Cup (2019). Ms Moffat noted that Glasgow is the host city for the 2014 Commonwealth Games and was interested in sharing learning’s on hosting major events and maximising regional benefits from events hosted in other areas of the country.

The Minister noted that the Gold Coast is bidding to host the 2018 Commonwealth Games. There was discussion around the benefits of hosting the Games in terms of tourism, sport infrastructure development and community participation. The discussion extended to examining Queensland’s experience with the Sydney 2000 Olympics and the resulting tourism and economic benefits to the State. The Minister noted the importance’s of sourcing training teams in the lead up to the Games and the continuation of promotion prior to and after the Games to ensure that the region capitalises on the visibility that major events achieved.

Wednesday 13 October 2010 – Meeting with the Department for Culture, Media and Sport

The Minister met with Ms Jill McKenzie who is Head of Gambling Regulation, Sport and Leisure with the Department for Culture, Media and Sport. The Minister received a brief and overview of the UK gambling industry, the regulatory framework and trends and challenges, including policy responses in the UK. Ms McKenzie noted there has been an historic change in attitudes towards gambling, from when it was seen as morally questionable to a more leisure activity, where approximately 74% of adults in the UK participate in some form of gambling activity. Internet gambling, known as remote gambling in the UK, is on the rise. A company based in Tasmania is offering service in the UK. As in the case of Queensland, the UK conducts regular large-scale gambling prevalence surveys of participation in gambling and the prevalence of problem gambling in Great Britain. In the UK, industry makes a voluntary contribution. The Minister noted current issues, which the Government and industry are facing in Queensland, in particular response to the Productivity Commission Report on Gambling and the recent Federal Election outcomes regarding problem gaming initiatives such as pre-commitment. There was discussion around the technical aspect of machines such as time of spin, the use of flashing lights and the differences between the two countries. Most venues who operate gaming machines in the UK do not have a liquor licence, whereas in Queensland, venues that operate gaming machines usually do. In the UK they do not have a limit on the number of machines, where Queensland currently has a limit. Both jurisdictions have a limit to the number of machines per premise. There was discussion around the issue of sports betting, particularly in relation to “spot” betting such as in the recent cricket betting scandal in the UK. The Betfair case was discussed and it was agreed that sports betting is becoming increasingly popular and international. Future efforts to regulation the industry may require a cross jurisdiction approach. Follow up:

• Ms McKenzie to forward information on research and educational material. • Minister’s Office to send Ms McKenzie information on pre-commitment. • Minister’s Office to keep Ms McKenzie informed of developments around pre-commitment and

response to the productivity commission.

Wednesday 13 October 2010 – Flight Centre visit and photo opportunity

The Minister visited one of Flight Centres key travel agent stores in Kensington High Street, London. The Minister was briefed on the industry. The Minister was involved in staging a photo opportunity at Flight Centre to promote TQ’s partnership with the company and to publicise the Bes t of Aus tra lia campaign. The Bes t of Aus tra lia campaign is valued at more than $500,000 and is coordinated between TQ, Tourism New South Wales, Flight Centre and Emirates Airlines. The campaign was launched 15 September with holiday’s specials appearing in 110 Flight Centre stores across the UK.

Wednesday 13 October 2010 – Q Factor Kuoni visit and photo opportunity

The Minister visited the High Street Kensington branch of the UK tour operator, Kuoni. Kuoni is one of the operators behind the Q Factor campaign, providing additional promotion to their staff and agents. The Q Factor campaign was launched late September 2010 and as a result of the Brand launch on Tuesday 12 October, the 15 October TTG edition included a promotion of the new brand and an interview.

The Minister had an opportunity to meet with the Manager of the Kuoni shop and stage a photo opportunity to promote the campaign.

Wednesday 13 October 2010 – Youth Campaign STA visit and photo opportunity

The Minister visited a STA store to examine youth campaigns marketed by the company to the back packer market. The Minister met with the STA Store Manager, other staff and had a photo opportunity with the Manager and head of STA.

Wednesday 13 October 2010 – Meeting with STA Travel

The Minister attended a round table discussion with STA Senior Management. STA presented the Minister with an overview of the company, their history and their market segment. Australia is the number one destination they promote, and campaigns such as No Barrie r to the Barrie r Reef, Bes t Job in the World and10 Pound Pom have increased the backpacker and youth market visitors to Australia. STA noted that these types of campaigns have assisted them in selling Australia and Queensland to their key market segment. STA outlined to the Minister that the organisation’s objective for 2011 is to maintain and grow the market. Currently a large proportion of the youth travellers to Australia are returning more than once. There was discussion around the use of social media and marketing being integrated into all campaigns and digital strategies. The meeting discussed other ways to encourage youth and backpacker market. For example STA is currently partnering with TQ on the Go Big in Queens land campaign, valued at nearly $350,000. The aim is to attract the youth market through an innovative online competition, which commenced on 27 September and runs until the 19 November. The Minister noted concern from the Queensland backpacking industry that numbers were down. It was noted that the strong Australian dollar was a risk and there is now a trend to travel to other markets, including Central and South America. In addition, Asia is also a drawcard. There was discussion around working holiday visas and how many backpackers use this as a top-up fund to stay longer in the travel destination. STA noted that it is often difficult to source information on the type of working holiday visa jobs. The meeting concluded with a commitment to continue to work together and to examine potential campaigns for January 2011.

Follow up:

• Examine what job tools are available for backpackers to seek information on the availability of jobs. • UK TQ to follow up with STA on campaigns and expenditure for January 2011.

Wednesday 13 October 2010 – Dinner meeting with key UK travel agencies

A travel agent dinner was held on the evening of 13 October 2010 for approximately 12 guests. The dinner meeting provided an open forum for discussion between the Minister and the travel agencies on a variety of topics, including the challenges and opportunities for Queensland as a destination in the British market, the impact of the GFC and new initiatives that are occurring in the tourism sector. Key guests included representatives from Bridge and Wickers, Trailfinders, Black Tomato, STA Travel, Bridge the World, Travelbag, Turquoise Holidays and Flight Centre.

Thursday 14 October 2010 – Breakfast meeting with Qantas

The Minister attended a breakfast meeting with two Qantas executives from the London Qantas Office, Mr Malcolm Trevor, Acting Country Manager and Mr Nick Crabb, General Manager, Qantas Holidays. The

Minister outlined the purpose of the trip to the UK was to undertake the international launch of the new TQ Brand and to launch the Passport to Shine campaign. Mr Trevor noted that the corporate market was starting to recover, but the leisure market is the same as last year. There has been a need to look at the value proposition of products and destinations. The recession required everyone to establish or re-establish ones’ value proposition. For example, what are the incentives to go to Australia and Queensland? It is not just about a package for 4 nights anymore, but rather, what else will be given or offered to the travellers? The Minster noted that there is optimism within the tourism industry, but questioned the impact of the strong Australian dollar and the disruption caused by the eruption of the Eyjafjallajokull volcano in Iceland on Qantas. Mr Trevor and Mr Crabb noted that strong exchange rate is not favourable for the business; however the recovery from the eruption of Eyjafjallajokull has been reasonability smooth considering the situation. During this time, Qantas was able to communicate to customers via mobile, online and Twitter. It was also noted that there is a new trend in the growth of the over 50s market, where many of these travellers are on email and Facebook.

Friday 15 October 2010 – Lunch meeting with Australian Consulate-General

The Minister met with Mr Grant Dooley, Australian Consul-General based in Guangzhou. Mr Dooley provided a brief on the political, trade and investment environment in Guangdong province. Discussion included the recent launch of the new TQ Brand, growth that has occurred in Guangzhou and the building that has occurred in the lead up to the 2010 Asia Games and the AFL Shanghai Game played on 17 October 2010.

Friday 15 October 2010 – Meeting with China Southern Airlines Senior Management and Signing Ceremony

The Minister met and was welcomed at the China Southern Airlines Head Office by Mr Tan, the President and CEO of the Airline and other key executives including Mr He, Executive Vice Present and Mr Gang, Vice President. An official meeting between the Minister, Mr Tan and other senior executives, discussed future growth plans, particularly regarding Queensland gateways.

The Minister noted that China Southern is regarded as the flag carrier airline for southern China and looked forward to welcoming the inaugural flight from Guangzhou to Brisbane planned to operate on 1 November 2010. The Minister outlined a number of the great tourist attractions across Queensland and the potential for business travel. The Minister also raised the opportunity to work together to expand the services from three weekly flights to daily in the future, and the potential of a fourth gateway for China Southern into Queensland, based in Cairns.

Mr Tan noted that China Southern Airlines operates the largest and most technologically advanced airline fleet and most extensive domestic air network in China. The airline currently services 884 cities in 169 countries. China Southern has been ranked as the largest airline in China for 31 consecutive years. China Southern Airlines is listed on the New York, Hong Kong and Shanghai Stock Exchanges. Mr Tan spoke about the airlines strategy for expansion of services by China Southern, and where the Australia market is in this strategy.

On behalf of TQ, the Minister signed the joint marketing agreement with China Southern for their new service into Brisbane. The cooperative marketing agreement document formalises activity by TQ to promote the China Southern Brisbane services. The Minister, Mr Tan, Mr He, and Mr Hayes jointly signed the agreement.

Friday 15 October 2010 – Dinner with China Southern Airline Senior Executive

A dinner was held on the evening of 15 October 2010 for approximately 15 guests. The dinner meeting provided an open forum for discussion between the Minister and key senior executives of China Southern

Airlines. The dinner enabled an opportunity to build a relationship and friendship between China Southern and the Queensland Government. Key guests included:

• Mr Tan – President and CEO, China Southern • Mr He – Executive Vice President, China Southern • Mr Chen Gang – Vice President, China Southern

Saturday 16 October 2010 – Official Opening of China Southern/Tourism Queensland Consumer Show

The Minister and Mr He, Executive Vice President of China Southern, officially opened the China Southern/TQ consumer show at the De Wang Mall in Guangzhou. This is the first time China Southern and TQ have partnered to deliver shopping mail promotions and is one of eight shows to be rolled out as a nationwide China Southern marketing campaign. The Minister spoke at the event and noted that there were two themes to the event. Firstly, to highlight some of Queensland’s wonderful world-renowned holiday destinations and secondly, to showcase the new China Southern services from Guangzhou to Brisbane, this began on 1 November 2010. The Minister noted to an audience of over 50 people the great holidays and experiences that Chinese tourists could find whilst visiting Queensland. From the 600 islands dotted through the Great Barrier Reef, the oldest rainforest in the Cairns region, the Gold Coast’s shopping and theme parks, to the mountains and wildlife of Queensland’s hinterland and outback, there was something for everyone. The Minister outlined the Government’s strong support for China Southern and wished them well in developing and expanding services to Queensland in the future. The consumer show was officially opened by the Minister, Mr He and other delegates by cutting a ceremonial red ribbon. After the event the Minister had an opportunity to speak to Mr He and also key agents involved in the tactical campaign promotion.

Saturday16 October 2010 – Lunch meeting with key China Southern travel agents

A lunch meeting was held on the 16 October 2010 for approximately 16 guests. The lunch provided an opportunity for discussion on the new direct flights from Guangzhou to Brisbane and to discuss issues and opportunities for growing Queensland’s share of the Guangdong regions visitors to Australia. The Minister thanked the travel agents for there continued support and encouraged the continuation of the great friendship that has been built between the China Travel Services and TQ in the Guangdong region. Key guests included representatives from: Guangzhou China Travel Service Company, Guangdong Nanhu Travel Service Company, GZL International Travel Services, Swallow Holidays. Mr He, Executive Vice President, China Southern Airline also attended the lunch.

Appendix 1: Photo’s from Business Mission

Launch of the new TQ Brand and viral campaign, Pass port to Shine

Travel Agent Visits

Meeting with China Southern Airlines Senior Management and Signing Ceremony

Official Opening of China Southern/Tourism Queensland Consumer Show

Appendix 2: Ministerial Media Releases

Minister for Tourism and Fair Trading The Honourable Peter Lawlor

Monday, October 11, 2010

Tourism Minister to launch global Tourism Queensland brand in the UK

Minister for Tourism Peter Lawlor will today head to the UK to launch Tourism Queensland’s new global tourism brand Queensland, Where Australia Shines to the international market. “This is the first time Tourism Queensland has launched its brand globally and is the second stage of the brand campaign activity following the domestic launch on the Gold Coast two weeks ago,” Minister Lawlor said. “There is an exciting element to this next stage and all will be revealed in the next couple of days. Mr Lawlor said the UK is a very important market for Queensland and is a perfect location to launch the brand internationally. “240,000 visitors from the UK came to Queensland in the year ended June 2010 making it our number two international market behind New Zealand,” he said. “As well as launching the new global brand in the UK, we’ve also launched a concerted campaign push there in recent months aimed at luring Britons to Queensland. “The UK campaigns, with a combined value of nearly $1 million, targeted travel trade and holidaymakers through great holiday deals and competitions. “The first of these is the $144,000 ‘Q’ factor trade campaign, which is running concurrently with Britain’s version of The X Factor, where travel agents are being ‘judged’ on their Queensland knowledge,” Mr Lawlor said. “Running until 17 December, agents can increase their chances of winning the Q Factor through themed shop fronts, by sending in video entries, taking a weekly quiz or becoming a Queensland Specialist. “Tourism Queensland is also working with 20 Queensland industry partners on the Q Factor, including tourism operators and regional tourism organisations such as Tourism Whitsundays, Tourism Tropical North Queensland, Fraser Coast South Burnett Tourism and Bundaberg North Burnett Tourism.” Mr Lawlor said the second of the UK marketing initiatives was the ‘Best of Australia’ campaign, valued at more than $500,000, which saw Queensland joining forces with New South Wales to promote both states to first time travellers in the UK. “The ‘Best of Australia’ campaign has been coordinated by Tourism Queensland, Tourism New South Wales, Flight Centre and Emirates Airlines and features holiday specials over a six-week period from 15 September,” Mr Lawlor said. “This campaign is a great way for us to promote fantastic offers to iconic destinations from Cairns to Sydney under the one banner and is running as the Brits head into their post-summer period when they start thinking of their next holiday.” Mr Lawlor said the third campaign, Go Big in Queensland, was valued at nearly $350,000 and aimed to attract the youth market to the Sunshine State through an innovative online

competition until 19 November. “Queensland is renowned as Australia’s land of big adventure and this innovative digital campaign encourages travellers to ‘grow’ their own big thing and link into Queensland places where they can have big adventures, such as the rainforest, reef and beaches,” Mr Lawlor said. “A viral game has been created to encourage backpackers and gap-year travellers to create their own ‘big Queensland thing’ by learning more about Queensland from the game’s content. Mr Lawlor said the campaign saw Tourism Queensland, Gold Coast Tourism, Brisbane Marketing and Tourism Tropical North Queensland partnering with tour operators STA Travel in the UK, Sweden, Norway and Denmark and USIT in Ireland, who were promoting gap year holiday packages to Queensland. Go Big in Queensland can be viewed at www.experiencequeensland.com while the Best of Australia campaign can be seen at www.flightcentre.co.uk/travelguide/australia/best_of_australia MEDIA CONTACTS: Minister’s Office: 3225 1005 Tourism Queensland: 3535 5010 11 October 2010 ENDS


Tuesday, October 12, 2010

Minister for Tourism offers 100,000 reasons to shine in Queensland

LONDON: One lucky holidaymaker and up to nine friends will win Tourism Queensland’s biggest ever holiday prize - an ultimate Queensland holiday worth up to $100,000, in a new groundbreaking social media campaign, Tourism Minister Peter Lawlor announced today. Mr Lawlor was in the UK to launch the Passport to Shine social media campaign, which targets Facebook’s 500 million global users by getting them to enter their favourite Queensland experiences into a virtual passport. The campaign kicks off today and runs until 22 November and is the first global campaign activity in the roll-out of Tourism Queensland’s landmark new tourism brand platform, Queensland, Where Australia Shines. “Passport to Shine is a unique global social media campaign which provides Facebook users in Australia and across the world with a virtual passport which they can fill with Queensland experiences to be in the draw to win an ultimate Queensland holiday worth up to $100,000,” Mr Lawlor said. “Passport to Shine celebrates Tourism Queensland’s new global brand, Queensland, Where Australia Shines, by telling Facebook users the world over that Queensland is where they can have an unforgettable Australian holiday experience and ‘find their shine’. “Tourism Queensland already has nearly 34,000 Facebook friends and Passport to Shine continues Tourism Queensland’s cutting edge work in social media, such as the world-famous Best Job in the World, which set the bar for social media campaigns.” Mr Lawlor said Facebook users entering Passport to Shine would be able to choose from a range of amazing shining Queensland experiences to put in their virtual passports. “They can imagine the awe of snorkelling the Great Barrier Reef, the wonder of sailing among Queensland’s islands, the exhilaration of gliding through the rainforest or the adrenalin-rush of mustering cattle in the outback, among many others,” Mr Lawlor said. “We want to help them turn their imagination into reality by entering the competition, forwarding it onto their friends, and ultimately stepping out of a virtual Queensland into the real one. “Entrants in Passport to Shine will initially be able to choose a favourite Queensland experience from eight available to place in their passports. “As the campaign progresses, additional Queensland experiences will be released and each time an entrant adds a new experience, the value of their prize doubles - from $25,000, then to $50,000 and, finally, up to the maximum of $100,000. “By choosing a total of three experiences by the end of the campaign, users will be eligible for the ultimate $100,000 Queensland holiday experience. “Up to 10 people can share this holiday and they will be able to experience incredible shining moments in Queensland though an itinerary designed by Tourism Queensland. “The itinerary will take into consideration the experiences selected by the winner during the campaign with 10 percent of the value of the prize being made available as spending money.

“In addition, a bonus holiday prize will be offered just to Australians entering Passport to Shine for a week from 25 October, with a five night trip for two to Palm Cove’s Peppers Beach Club and Spa with Escape Travel up for grabs. “Entrants are encouraged to share their chosen Queensland experiences with friends through Twitter and email and each time they share they will receive a bonus entry in the competition,” Mr Lawlor said. “Once the competition closes on 22 November, the winner will be drawn and contacted by the end of November.” Mr Lawlor said Passport to Shine was a great marketing initiative which exposed potential holidaymakers from Australia and around the world to Queensland’s experiences and encouraged them to share them with their friends. “Tourism Queensland selected Facebook for this campaign because it is the only true global social networking platform with more than 500 million users worldwide,” Mr Lawlor said. “This is a great way to get the message out through social media channels that Queensland’s shining experiences and destinations are among the best anywhere. “It also helps Tourism Queensland increase the number of friends on the Queensland Facebook page, which will allow them to talk to more and more people about Queensland’s great holiday products and experiences in the future.” Facebook users can enter Passport to Shine via www.facebook.com/visitqueensland. MEDIA CONTACTS: Minister’s Office: 3225 1005 Tourism Queensland: 3535 5010 12 October 2010 ENDS


Thursday, October 14, 2010

UK campaigns tempt Britons to holiday in Queensland

LONDON: Three hard-hitting Tourism Queensland marketing campaigns being staged in the United Kingdom are reaping results for Queensland’s tourism industry, Tourism Minister Peter Lawlor said today. Speaking from London where he launched Tourism Queensland’s global Passport to Shine campaign, Mr Lawlor said the three ongoing UK campaigns, with a combined value of nearly $1 million, targeted travel trade and holidaymakers through great holiday deals and competitions. “The ‘Best of Australia’ campaign, which is a joint initiative between Tourism Queensland, Tourism New South Wales, Flight Centre and Emirates Airlines valued at $500,000, has seen airline bookings to Queensland through Flight Centre increase 46 percent year-on-year so far,” Mr Lawlor said. “With the campaign running until late October, I’m sure more Britons will consider a visit to Queensland as the weather in the UK cools off. “Meanwhile, Tourism Queensland’s landmark travel trade campaign, the $144,000 ‘Q’ Factor, is also causing a stir among travel agents in the UK and has received wide coverage through our media partner, Travel Trade Gazette. “Running until 17 December, the Q Factor leverages off the UK version of The X Factor and encourages retail agents to interact weekly with a dedicated website to be in the running to win a place on a Queensland trip to run in May 2011 with Etihad Airways. “Three weeks into the campaign, close to 2,000 travel agents have engaged with the promotion, resulting almost 400 entrants for the Q Factor to date.” Mr Lawlor said Tourism Queensland’s third campaign, ‘Go Big in Queensland’, valued at nearly $350,000, was arousing interest amongst Queensland’s youth market in the UK. “’Go Big’ encourages backpackers and gap-year travellers to grow their own Queensland ‘big thing’ in a virtual game to be in the running for weekly prizes and a GBP£1,000 worth of travel vouchers for growing the biggest thing at the end of the campaign on 24 November,” Mr Lawlor said. “As of this week, more than 15,000 unique visitors have been to the site with nearly 500 Queensland ‘big things’ created so far and referred to more than 2,500 friends. “There have also been more than 150,000 page views on the game website.” “In tandem with the campaign, tour operators STA Travel in the UK, Sweden, Norway and Denmark and USIT in Ireland are promoting gap year holiday packages to Queensland.” Mr Lawlor announced the interim results of the UK campaigns after launching the Passport to Shine global campaign in London on 12 October as part of the international roll-out of Tourism Queensland’s global brand platform, Queensland, Where Australia Shines. “The Passport to Shine Facebook campaign will firmly place Queensland on the world stage by enabling one lucky person from anywhere in the world and as many as nine friends to win an ultimate Queensland holiday worth up to $AUD100,000,” he said.

“The UK is a very important market for Queensland and is a perfect location to launch Queensland’s new brand globally in tandem with the international Passport to Shine campaign. “240,000 visitors from the UK came to Queensland in the year ended June 2010 making it our number two international market behind New Zealand.” MEDIA CONTACTS: Minister’s Office: 3225 1005 Tourism Queensland: 3535 5010 14 October 2010 ENDS


Friday, October 15, 2010

Minister examines UK gambling and alcohol initiatives

HONG KONG: Tourism and Fair trading Minister Peter Lawlor yesterday flew out of London; where he not only launched the new Tourism Queensland brand internationally, but also held meetings with government and industry players involved in the liquor industry.

Mr Lawlor noted we can learn from some of the experiences and initiatives that have been implemented in the UK to address alcohol misuse and the promotion of social responsibility.

“There is a strong feeling of partnership between government and industry to work together to find solutions,” Mr Lawlor said.

“My visit has highlighted that the Bligh Government is on the right track with establishing Drink Safe Precincts.

“The visit also enabled me to see the type of educational campaigns that are run in other areas and to see if they can be applied in Queensland.”

Mr Lawlor met with Bundaberg Rum’s parent company, Diageo, Islington Council and the British Beer and Pub Association to discuss programs, initiatives and liquor licensing approaches to promote responsible drinking, and deal with alcohol-related violence.

“In Queensland, gambling and alcohol-related issues can have an impact not only on our communities, but also on the success of our domestic and international tourism industry, and also on overall image and lifestyle,” he said.

“The aim of these meetings was to investigate how the UK has responded to the issue of alcohol-related violence and crime, and to learn about, and contribute to, best practice in promoting and influencing the responsible sale and consumption of alcohol.

“My meeting with Mark Baird Corporate Social Responsibility Manager at Diageo Great Britain, was highly relevant to Queensland, with Bundaberg Rum an iconic brand in our state,” Mr Lawlor said.

“In recent years Mr Baird has been a member of the Scottish Department of Health’s Alcohol Policy Team.

“He has led a partnership between the Scottish Government and key players in the alcohol industry in Scotland to tackle alcohol misuse and promote not only responsible drinking, but responsible retailing, advertising and promotion within the industry.

“I was very keen to discuss Mark’s experiences in this project, and to discuss Diageo's work both in the UK and Australia to promote responsible drinking,” Mr Lawlor said.

“Islington Council covers some urban pockets where alcohol abuse has presented a number of social and community issues. My meeting with Islington Council looked programs that have been initiated to address these issues,” he said.

Mr Lawlor also met with the Head of Gambling Regulation, Sport and Leisure, from the UK’s Department for Culture, Media and Sport for a briefing and overview of the UK gambling

industry, the regulatory framework and trends, and major challenges including policy responses in the UK.

“Social drinking and gambling are enjoyable leisure activities, if pursued in moderation.

“However over-indulgence presents major social challenges. Looking internationally at programs and initiatives to meet these challenges could pay strong dividends for Queensland,” Mr Lawlor said.

Media contact: Minister’s Office 3225 1005

ENDS


Friday, October 15, 2010

Tourism Queensland signs marketing agreement with China Southern airlines

GUANGZHOU, CHINA: Tourism Minister Peter Lawlor today signed a cooperative marketing agreement with China Southern Airlines in the lead-up to the airline’s first direct flights into Brisbane, which commence next month. Mr Lawlor is currently in China as part of a trade mission and today met with key China Southern Airline representatives to sign the agreement, which formalises the cooperative marketing activity currently being undertaken in China by Tourism Queensland to promote the China Southern Brisbane services. “In May this year, Premier Anna Bligh announced that Chinese visitors will soon be able to bypass the southern states and fly direct to Queensland thanks to a deal brokered by Tourism Queensland, Brisbane Airport Corporation and China Southern Airlines,” Mr Lawlor said. “From November 1 China Southern Airlines will fly three times a week between Guangzhou and Brisbane, opening the route up to an additional potential 3600 Chinese visitors per month.” Mr Lawlor said the campaign to promote the flights included a $400,000 commitment from Tourism Queensland. “Over the past few months, Tourism Queensland has undertaken a marketing and promotional blitz to encourage more Chinese visitors to fly direct to Queensland,” he said. “This has included outdoor advertising in major shopping malls and on public transit systems, print advertising and a range of online, publicity and trade initiatives. “Previously Chinese visitors had to transit through Sydney or Melbourne to get to Queensland so providing the option for Chinese travellers to fly direct into Brisbane and easily connect to a range of Queensland destinations allows them to bypass the southern states and spend more time and money in Queensland,” he said. Mr Lawlor said China was one of Queensland’s most important tourism markets with 158,000 Chinese visiting Queensland in the year to June, up 14 percent on the year before. Chinese visitors also spent $333 million in Queensland in the year to June, $81 million more than during the previous period. “Tourism Queensland, the State Government and Brisbane Airport Corporation look forward to welcoming the first passengers in just a few weeks,” Mr Lawlor said. Further information: Minister’s office – 3225 1005 / Tourism Queensland – 3535 5010 15th October 2010 ENDS


Saturday, October 16, 2010

Chinese shoppers get a taste of Queensland

GUANGZHOU, CHINA: Shoppers at one of China’s largest malls will today get a taste of Queensland’s top holiday destinations as part of a Tourism Queensland promotion to support the first direct flights between Guangzhou and Brisbane in more than a decade. Tourism Minister Peter Lawlor, who is in China a part of a trade mission, opened the travel show at the DeWang Shopping Mall in Guangzhou to give Chinese shoppers a taste of Queensland which will hopefully encourage them book a Queensland holiday. “The travel show is being organised by Tourism Queensland to promote the new China Southern direct flights from Guangzhou to Brisbane, which starts on November 1,” Mr Lawlor said. “The show has a tropical theme and will give shoppers the opportunity to see some beautiful Queensland images, pick up a brochure and find out more about Queensland. “We will also be promoting three Queensland itineraries which include Brisbane, the Gold Coast and Tropical North Queensland.” Mr Lawlor said the consumer show was the third in a series of eight being held in key Chinese cities as part of the national China Southern marketing campaign. “In May this year, Premier Anna Bligh announced that Chinese visitors would soon be able to bypass the southern states and fly direct to Queensland thanks to a deal brokered by Tourism Queensland, Brisbane Airport Corporation and China Southern Airlines,” he said. “From November 1 China Southern Airlines will fly three times a week between Guangzhou and Brisbane, opening the route up to an additional potential 3600 Chinese visitors per month.” Mr Lawlor said the campaign to promote the flights included a $400,000 commitment from Tourism Queensland. “Over the past few months, Tourism Queensland has undertaken a marketing and promotional blitz to encourage more Chinese visitors to fly direct to Queensland,” he said. “This has included outdoor advertising in major shopping malls and on public transit systems, print advertising and a range of online, publicity and trade initiatives. “Previously Chinese visitors had to transit through Sydney or Melbourne to get to Queensland so providing the option for Chinese travellers to fly direct into Brisbane and easily connect to a range of Queensland destinations allows them to bypass the southern states and spend more time and money in Queensland,” he said. Mr Lawlor said China was one of Queensland’s most important tourism markets with 158,000 Chinese visiting Queensland in the year to June, up 14 percent on the year before. Chinese visitors also spent $333 million in Queensland in the year to June, $81 million more than during the previous period. “Tourism Queensland, the State Government and Brisbane Airport Corporation look forward to welcoming the first passengers in just a few weeks,” Mr Lawlor said.

Further information: Minister’s office – 3225 1005 Tourism Queensland – 3535 5010 16th October 2010 ENDS

Appendix 3: Business Mission costing

report on minister for tourism and fair ......the minister received a uk tourism brief and brand...

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