Australia's north west marketing your tourism business

www.businesscentre.org.au

P: 08 9144 4668

Jo DurbridgeMarketing your tourism business

10:30am – 11:00am

Warlu Way ConferenceSeptember 2016

Who Are We?

Australia’s North West Tourism (ANW) is the peak tourism marketing

body for the Kimberley and Pilbara regions of Western Australia. It is a

member-based organisation which engages in mainstream marketing and

promotional activities to promote Australia's North West as a premier

destination.

How we promote the region and our members

Holiday Planner

USB Trade Planner

Visiting Journalists

Travel Agent Famils

Trade Events

Advertising Campaigns

Social Media

Website

Holiday Planner

10 reasons why members advertise in the Holiday Planner

1. Advertising offered exclusively to ANW Members

2. Updated annually it showcases attractions, tours, accommodation, regional information, maps and itineraries

3. 60,000 copies distributed

4. Distributed to State Visitor Centres and consumer shows

5. Distributed to travel agents throughout Australia

6. Distributed to national and international trade events targeting travel and wholesale agents

7. Distributed Internationally via Tourism Western Australia to markets in Asia, US, UK, Europe and NZ

8. Digital interactive version available

9. Utilised over a 12 month period

10. Distributed to a wide audience through email communication

USB Trade Planner

The Trade Planner is

distributed to travel agents and

journalists through roadshows,

trade events and famils

Trade Planner includes:

• Digital Holiday Planner

• Images

• Fast Facts

• Itinerary Ideas

• Destination Training Module

Visiting Journalists

ANW liaises with television, film, magazine and online journalists and assists with bringing

them to the region and hosting them during their stay.

Leveraging your membership

Would you do it?

If you could get thousands of dollars of media coverage by letting a journalist experience your accommodation or tour FOC.

A recent famil to the Pilbara organised by ANW resulted in

more than $79,000 advertising equivalent in The West

Australian newspaper.

ANW organise media famils to promote you and the region.

ANW pitch the story to journalists, pays airfares and

coordinates the itinerary

Members provide product

Result is media coverage for the Pilbara and your product

Media Familiarisations (Famils)

ANW Tourism Tip

Set aside marketing budget for famils

Visiting Influencers

Travel Agent Famils

• ANW works in conjunction with members to host international and domestic

travel agents.

• Increase travel agents product knowledge by visiting the region and its natural

attractions.

• Travel agents experience ANW members’ product first hand so they can pass

this knowledge on to their clients.

Trade Events

ANW presents destination information to

travel agents and wholesalers:

• Australian Tourism Exchange

• Extraordinary Tourism Exchange

• Tourism WA sponsored International

Trade Events

• Tourism Western Australia’s

Roadshows

• Pre and Post Famils

ANW TOURISM TIP

Be internationally ready!

Consumer Shows

• Sell the region and its attractions to

thousands of potential visitors and

increase their product knowledge

• Ability to answer questions about the

Pilbara and the Kimberley face to face

• ANW attends Caravan and Camping

Shows throughout Australia

• Give away thousands of Holiday

Planners

ANW Tourism Tip

Share a stand to save $$$

Advertising Campaigns

• Cooperative campaigns with partners such as The West Australian

• Gives ANW members the ability to align themselves with relevant editorial

content

Website

Campaigns drive

people to our website

for a useful source of

travel and destination

information.

Website

All members are included on the ANW website with a link back to their website

Only ANW members get listings on the website

• The Epic Pilbara campaign was

developed to target the self- drive

market

• Conveyed the large scale attractions in

the region

• A competition was the hook, with a

prize pack being tours and

accommodation from members and an

Engel.

• Digital Campaign

Epic Pilbara

Epic Pilbara

Results

Results

eDM resulted in 30,000 plus opens and

10,700 plus click throughs to the campaign.

Results

315 Instagram posts to date using hashtag

#EpicPilbara

Hashtag still has traction

ANW post promoting campaign Consumer post

• More than 45,000 unique page views to the Epic Pilbara pages on the website during the campaign

• 9.8 million plus impressions

• More than 16,000 entries to the competition

Results

Social Media ANW has more than 25,500 followers on Instagram @australiasnorthwest #epicpilbara

Social Media

ANW has more than 36,000 followers on Facebook

ANW Tourism Tip

Use Canva or Pic Monkey

to jazz up images

its FREE!

Social Media

• More than 1,200 people liked• 54,960 people reached • 242 shares • 92 comments

Alison take me back!!!

Awesome looking forward

Lina Krober you can see this soon

It was beautiful last night Sonya Bell

Have already seen this, but would love to again. It’s

awesome. You were so little then Georgina MaxwellKaylia remember me telling you

about this?

Put it on your bucket list Dianne Tavakoli. Seen it several times,

its amazing

How to become involved

Maximising your membership

• Ensure your website listing is up to date

• Advise of us of any new tours or product

• Participate in advertising opportunities

• Send us images to be used for promotion – website, advertising,

holiday planner

• Advise us if you are on Facebook, Twitter, Pinterest or Instagram

• Participate in travel agent and visiting journalist famils

• Display your membership sticker

Top Tips

• Use free resources of Tourism Australia, Tourism Western Australia and WA Tourism Council

• Leverage Tourism Australia’s campaigns

• Share on social media, engage with your audience, get customers to tag you in

• Yellow Social Media Report by Sensis

• Free! MailChimp for Newsletters

• Free! Canva and Pic Monkey

• Ask you customers to recommend you on Trip Advisor

• Website SEO think about search terms – what are people going to type in so your business comes up

• Share stands at consumer and trade shows

• Get accredited – the tick gives confidence to the consumer

• If you are a member use the logos on website, display sticker

Thank you.